SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN121382
Module Leader Maggie Laidlaw
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • B (January start)

Pre-Requisite Knowledge

Normally, successful completion of Undergraduate Degree or equivalent

Summary of Content

This module will provide students with the opportunity to explore qualitative research (research design, data collection and analysis) from both methodological and practical perspectives. Building on concepts explored in the 'introduction to qualitative research' module, students will engage in critical reading, discussion and practical exercises to develop and self-evaluate skills in a range of qualitative data collection and analysis techniques. Core academic skills of critical thinking, reading and writing will be embedded within the module content and modelled within the learning and teaching strategies. Students will be encouraged to practice key skills, in particular data analysis, seeking ethical consent and report writing, in real life research situations, using existing dataset. The students will reflect on the applicability of these skills to their own research area and in a global context.


The syllabus is delivered in 9x2-hour sessions, using a mix of lecture and seminar-style delivery. In addition students are invited to have a tutorial with the module leader to discuss the application of their learning to their own research area. This mode of delivery is designed to engage the students in active and practical skill acquisition and reflexion. Session 1: Introduction and orientation Preparing to be a qualitative researcher Rigour in qualitative research; positionality and reflexivity Sessions 2 and 3: Working with a dataset 1: Transcriptions, annotation, familiarisation with the data, tools to store, manage and analyse the data Session 4 : Different approaches to qualitative data analysis - Key principles in Interpretive data analysis Sessions 5 and 6: Working with a dataset 2: thick descriptions, cultural scripts, towards theorising Session 7: Different approaches to qualitative data analysis - Key principles in Grounded Theory Session 8: Writing qualitative research reports Session 9: Ethical consent in qualitative research Feedback on preparation for assessment

Learning Outcomes

On completion of this module, the student should have acquired:A critical and reflexive understanding of the design and conduct of qualitative researchThe ability to apply advanced practical research skills associated with qualitative methods, including data collection, management and reflexivity in the analysis processThe ability to select and apply appropriate analytical techniques to qualitative data The ability to write up a report of qualitative findings

Teaching / Learning Strategy

The module will be presented using a range of teaching and learning strategies. These will include traditional interactive classroom sessions and distance learning elements using a Visual Learning Environment [VLE] (GCULearn) for enhancement of learning as appropriate. The learning strategies will build upon the students' maturity, their ability to reflect on their own learning experiences and on their life experiences. Students will also be advised to consolidate their knowledge of the content via directed texts and articles. Students will be expected to practise their oral and written presentation skills by engaging in formal and informal reporting of progress. Formative exercises will be built into the syllabus (Sessions 2, 4 and 7).

Indicative Reading

Indicative Reading Baert, P. (2005) Philosophy of the Social Sciences: Towards Pragmatism , Cambridge: Polity. Birks, M. and Mills, J., (2011) Grounded theory: A practical guide . Sage, London Creswell, J. (2007) Qualitative Inquiry and Research Design: Choosing among Five Approaches, 2 nd edn, Thousand Oaks, Sage. Charmaz, K. & Bryant, A. (2007) The Sage Handbook of Grounded Theory. London: Sage. de Laine, M. (2000) Fieldwork, Participation and Practice: Ethics and Dilemmas in Qualitative Research , London: Sage. Denzin, N. and Lincoln, Y.S. (2005) The Handbook of Qualitative Research, 3rd Edition , Sage, London. Gubrium, J.F. and Holstein, J.A. (2003) Postmodern Interviewing , London: Sage Hesse-Biber, C.N. (2011) Handbook of Feminist Research: Theory and Praxis , 2 nd Edition, London: Sage. Janesick, V.J. (2003) "Stretching" Exercises for Qualitative Researchers . London: Sage Patton, M., (2002) Qualitative research and evaluation methods , 3 rd Edition, Thousand Oaks CA, Sage. Silverman, D. (2007) A very short, fairly interesting and reasonably cheap book about Qualitative Research London: Sage. Silverman, D. (2013) Doing Qualitative Research 4 th Edition , London: Sage. Silverman, D. (2015) Interpreting Qualitative Data 5 th Edition , London: Sage. Electronic journals (accessed through the library using Athens login): Ethnography , Sage, <> Sociological Research Online , Qualitative Research (QRJ), Sage, <> Qualitative Health Research (QHR), Sage, <> Qualitative Research in Psychology , Routledge, <>

Transferrable Skills

By the end of this module students will have gained competence in the following: Intellectual abilities and skills , i.e. those which are acquired through use of learning resources and immersion in research/study contexts. In particular this will involve assessment of the merits of contrasting explanations, and critical interpretation of resources, but it will also involve the development of reasoned argument. Communication skills ?- students will be expected to develop their ability to communicate the results of their own analysis and to defend their interpretations in group and class discussions. Social skills , i.e. personal attributes that are fostered via advanced study in HE. In particular this will involve empathy and insight, but it will also involve working independently and with others, self-management, motivation, awareness of responsibilities, intellectual integrity, and adaptability

Module Structure

Activity Total Hours
Assessment (FT) 20.00
Lectures (FT) 8.00
Seminars (FT) 8.00
Independent Learning (FT) 112.00
Tutorials (FT) 2.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 100.00 50% 3,000 word essay / reflectiive analysis of small research exercise