Doctoral Seminar “Qualitative Research Methods” A 7 days intensive Ph.D. seminar to be held at the University of Southern Denmark, Odense Main Campus From Monday November 19, to Sunday November 25, 2001 Department of Marketing Southern Denmark University, Odense Main Campus Campusvej 55, DK-5230 Odense M, Denmark Program Chair: Dominique Bouchet ([email protected]) Program Secretary: Christina Langkilde ([email protected]) Phone: [45] 65 50 3264 or: [45] 6550 1000 ask for 3264 Fax: [45] 66 15 51 29) Objective of the seminar: The course aims to provide researchers with a thorough knowledge of qualitative methods as they are developed and used in social research today. The main purpose of this course is to enable the researchers to generate helpful methodological insights into their own research, resulting in a methodologically well grounded, up-to-date, interdisciplinary, reflexive research. Emphasis is placed on methodologies encountered in anthropology, consumer research, cultural analysis, ethnomethodology, ethnology, epistemology, grounded theory, hermeneutics, history of ideas, literary criticism, marketing, phenomenology, psychology, semiotics, social psychology, sociology, system theory, and visual anthropology. Keywords are: adaptive methodology, analogy, autodriving, completion, complexity, consistency, content analysis, creativity, discourse analysis, empathic understanding, ethics, epitomizing, focus group, hierarchy of ideas, information, interpretation, interviewing techniques, introspection, involvement, naturalistic inquiry, observation, participant observation, picturing, projective techniques, reflexivity, significations, symbols, theoretical grounding, triangulation, validity, Weltanschauung. There will be an emphasis on the ethical problems connected with information gathering, writing, and utilization of the research. Central theoretical and practical contributions from the classical as well as the most recent literature on qualitative methods will be discussed. That is, contributions from applied semiotics (as developed by the late lamented Jean-Marie Floch), projective techniques, participant observations, focus group, interviewing techniques and the like will be evaluated. Teachers: The lecturers this time will include Professor Dominique Bouchet, Associate Professor Søren Askegaard and Associate Professor Per Østergaard, all from the Department of Marketing and Communication, Faculty of Social Sciences, University of Southern Denmark, Odense Main Campus, assisted by Professor A. Fuat Firat from Arizona State University, and Christian Alsted from Alsted Marketing Research in Copenhagen. Dominique Bouchet, University of Southern Denmark, Qualitative Methods Seminar 1 Location: This course will take place at The University of Southern Denmark Room U 95 on Main Campus, Campusvej 55, DK-5230 Odense M. (to the left near the main entrance placed at the Northern part) Language: The course is taught in English. Number of course credits: 5 ECTS Credits Number of participants: A limited number of 25 students will be enrolled in the course. Prerequisites: No particular prerequisites required for Ph.D. students. Literature: Classical as well as the most recent literature on qualitative methods and internationalization will be utilized. This will cover contributions from different areas including applied semiotics, projective techniques, participant observation, focus groups, and interviewing techniques. The reading list will be sent to the participants after registration. Participants who already read some of the proposed literature will be provided with more advanced references. A bibliography is available. Time of evaluation: After the course has been completed. Examination requirements: The participants are evaluated against a background of active participation as well as a brief report exposing the results of a given exercise to be carried out after the course. The report must be submitted no more than three months after the course has been held. The report will be evaluated by at least two of the faculty members. Assessment is made using the criterion passed/not passed. Program fee: There is no course fee for participants in this course. However, all meals, lodging, and transportation costs are at the expense of the participants. In order to get discounts, all meal and lodging arrangements – as well as bus transportation in Odense – will be made by the program secretary. The participants will be billed these expenses which are not expected to exceed 4000 Danish Crowns. Registration: Please inform as soon as possible if you wish to attend. A single page application including a recommendation from your adviser should be sent as soon as possible to our program secretary (Christina Langkilde, [email protected], Fax: 00 45 66 15 51 29). Do not make your own hotel reservations. Special rates are available through our program secretary for the first nights in Odense and all lodging and meal expenses will be charged to you as a seminar fee which is not a program fee as it only includes lodging and meal expenses as well as local city bus tickets. Dominique Bouchet, University of Southern Denmark, Qualitative Methods Seminar 2 PROGRAM The program consists of one intensive week of lectures and exercises. Before, during and after this seminar week, the students will be required to collect data either for their own research project or just for this course in order to learn the data collecting and data interpreting techniques. They will be also encouraged to interact with other seminar participants. Readings for each session presented by the faculty will be provided for those who register for the seminar, and a bibliography will be recommended for the students to select readings from during their research efforts after the seminar. Theoretical presentations by senior faculty members will alternate with reports, field research and experiments by the participants. Monday, November 19, 2001: 13.00 – 15.30: “Semiotics. Creating Enlightening Differences Part I” by Dominique Bouchet 16.00 – 18.00: “Semiotics. Creating Enlightening Differences Part II” by Dominique Bouchet 18.00 – 19.00: Dinner on Campus at University of Southern Denmark 19.00 – 22.00: Student-presentations of their research project and discussion of the methodologies used. Each student is required to question another participant on his or her research perspective. Tuesday, November 20, 2001: 9.30 – 10.15: “Principles of Observation Techniques” by Dominique Bouchet 10.30 – 11.30: “Principles of Participant Observation Techniques” by Dominique Bouchet 11.30 – 12.30: Lunch on Campus 13.00 – 18.00: Exercises: Observations on the Market Place (Retail Stores, Shopping Malls, Department Stores, and the like.). 19.00 – 20.00: Dinner at Froggy’s Café, Vestergade 68 Dominique Bouchet, University of Southern Denmark, Qualitative Methods Seminar 3 Wednesday, November 21, 2001: 9.30 – 12.00: Making Sense of the Observations Made on the Market Place. Part I: Organizing the Observations and Discussions. The students discuss their observations in groups. 12.00 – 13.00: Lunch on Campus 13.00 – 14.30: “Visual Data Collection” by A. Fuat Firat 15.00 – 16.30: “Writing Field Notes” by A. Fuat Firat 17.00 – 18.30: Making Sense of the Observations Made on the Market Place Part II: Preparing Presentations The students discuss further in groups their observations and prepare their presentations. 19.00 – 20.00: Dinner at Froggy’s Café, Vestergade 68 Thursday, November 22, 2001: 9.30 - 12.00: Making Sense of the Observations Made on the Market Place Part III: Presentation and Discussion The students present their observations in groups. Some faculty members are present. 12.00 – 13.00: Lunch on Campus 13.00 – 15.00: “Projective and Enabling Techniques” by Søren Askegaard 15.30 – 18.30: “Group Exercises in Projective and Enabling Techniques Part I” lead by Per Østergaard. 19.00 – 20.00: Dinner on Campus 20.00 – 21.30: “Group Exercises in Projective and Enabling Techniques Part II” lead by Per Østergaard. Friday, November 23: Dominique Bouchet, University of Southern Denmark, Qualitative Methods Seminar 4 9.30 – 12.00: “How to look at bank notes. Observing the evolution of an object” by Romain Laufer 12.00 – 13.00: Lunch on Campus 13.00 – 16.00: “Open guest lecture” by A. Fuat Firat This means that colleagues will join us to listen to this lecture which is also offered as part of our Research Seminar at the department. 16.30 – 18.30: " Differences and Relationship between Qualitative and Quantitative Methods" by Kazuhiko Okuda 19.00 – 20.00: Dinner on Campus 20.00 – 22.00: The students discuss in groups and prepare a presentation for Sunday morning. Saturday, November 24: 9.30 – 10.30: “Qualitative Data Coding Procedures” by A. Fuat Firat. 11.00 – 12.00: “Data Analysis in Qualitative Research” by A. Fuat Firat 12.00 – 13.00: Lunch on Campus 13.00 – 16.00: Demonstration of a qualitative research software program by Søren Askegaard 16.30 – 18.30: The students discuss in groups and prepare a presentation for Sunday morning 19.00 – 20.00: Dinner at Froggy’s Café, Vestergade 68 Sunday, November 25: 9.30 - 12.00: Individual Presentations of Student Reflections. Dominique Bouchet, University of Southern Denmark, Qualitative Methods Seminar 5 Each student presents the results of her/his qualitative reflections and investigations related to his or her research project. Discussion and critique of each presentation by students and Seminar Faculty. 12.00 – 13.00: Lunch on Campus 13.00 – 14.00: “Epistemological