Information on individual educational components (ECTS-Course descriptions) per semester

Degree programme: Master Business Administration: International Marketing & Sales
Type of degree: FH Master´s Degree Programme
Summer Semester 2021

Course unit title Qualitative Research
Course unit code 025122021040
Language of instruction German / English
Type of course unit (compulsory, optional) Compulsory
Semester when the course unit is delivered Summer Semester 2021
Teaching hours per week 1
Year of study 2021
Number of ECTS credits allocated Second Cycle (Master)
Number of ECTS credits allocated 2
Name of lecturer(s) Markus FEDERAU, Horst Otto MAYER

Prerequisites and co-requisites

Principles and Practices of Research


Course content

Theoretical foundations

  • Methodology as the basis of a method
  • Deduction vs. induction, falsification vs. verification
  • Quality criteria in qualitative research
  • Research process
  • Research design, research methods
  • Sensitising concept vs. measurement model
  • Sample formation (pre-determination vs. theoretical sampling)

Data collection

  • Overview of methods, guided interview and focus group
  • Develop a guided interview
  • Perform sample interviews (respond to interview techniques or interview error)


  • Method according to Mühlfeld and method according to Mayring (for further methods, reference is made to relevant literature)

Learning outcomes

This course presents the spectrum of qualitative research designs and provides the necessary competences for the development, implementation and evaluation of qualitative studies as preparation for the Masters thesis.

At the end of the course, students are able to

  • explain the importance of qualitative research for a company and can name application examples,
  • define a theoretically grounded research design and corresponding qualitative survey and evaluation methods for a research plan,
  • conduct the necessary steps of a qualitative survey: create a theory-oriented interview guide, conduct qualitative interviews, define a sample, analyse interview texts using a well-founded method (e.g. Mühlfeld, Mayring ...),
  • critically reflect on the possibilities and limitations of qualitative research for a company.

Planned learning activities and teaching methods
  • Lectures
  • Discussion and educational talks
  • Exercises
  • Team coaching
  • Online tutorials

Assessment methods and criteria

Term paper



Recommended or required reading
  • Collis, Jill & Hussey, Roger (2013): Business research. A practical guide for undergraduate and postgraduate students. 4th  Ed. 2014, Houndmills: Palgrave Macmillan.

    Deetz, Stanley (1996): Describing Differences in Approaches to Organization Science: Rethinking Burrell and Morgan and their Legacy. Organization Science, No. 2(Vol. 7), S.191–207. Available at:

    Easterby-Smith, Mark; Thorb, Richard; Jackson, Paul (2015): Management and Business Research. 5th Ed., Los Angeles [a.o.]: Sage. Achtung hier kommt im Mai die neue 6. Auflage 2018

    SAGE Handbook of Qualitative Research (2001): 4th Ed., Denzin, Norman K. & Lincoln, Yvonna S. Los Angeles [a.o.]: Sage.

    Evtl. noch den Yin, Robert K. (2013): Case Study Research. 5. Ed., Los Angeles [a.o.]: Sage.

    Witzel, Andreas (2000): The problem-centered Interview. Forum Qualitative Social Research, 1(1). Available at:

    Miles, Matthew B.; Huberman, Michael A.; Saldana, Johnny (2013). Qualitative Data Analysis. A Methods Sourcebook. 3rd Ed., Los Angeles [a.o.]: Sage.

    Saunders, Mark ; Lewis, Philip ; Thornhill, Adrian (2015): Research Methods for Business Students. 7. Auflage. New York: Pearson


    Bogner, Alexander; Littig, Beate; Menz, Wolfgang (2009): Experteninterviews. Theorien, Methoden, Anwendungsfelder. 3. Aufl., Wiesbaden: VS Verlag für Sozialwissenschaften.

    Gläser, Jochen & Laudel, Gritt (2010): Experteninterviews und qualitative Inhaltsanalyse. 4. Aufl., Wiesbaden: VS Verlag für Sozialwissenschaften.

    Meuser, M. & Nagel, U., (2009). Das Experteninterview — konzeptionelle Grundlagen und methodische Anlage. In S. Pickel u. a., Hrsg. Methoden der vergleichenden Politik- und Sozialwissenschaft. Wiesbaden: VS Verlag für Sozialwissenschaften, S. 465–479. Available at:

    Witzel, Andreas (2000): Das problemzentrierte Interview. FQS Forum: Qualitative Sozialforschung, Art. 22(1). Available at:

Mode of delivery (face-to-face, distance learning)

Face-to-face instruction with mandatory attendance.