Dear Colleagues,
The annual University of Southern Denmark research seminar
in qualitative methods will be held this year from November 19 to
November 25.
A wide variety of issues and methods covering a rich spectrum
of perspectives from classic ethnomethodology and anthropology
to postmodern and hermeneutical perspectives.
This is an unparalleled annual event with extraordinary scholars.
The framework is marketing, but researchers in areas from design and
consumer studies to cultural studies and social science can benefit
from participating.
Scholars who are accepted pay no tuition fee. Everyone covers his
or her own travel and expenses.
Fully accredited with 5 ECTS course credits.
Highly recommended.
Best regards,
Ken Friedman, Ph.D.
Associate Professor of Leadership and Strategic Design
Department of Technology and Knowledge Management
Norwegian School of Management
Visiting Professor
Advanced Research Institute
School of Art and Design
Staffordshire University
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: dom(a)sam.sdu.dk
Program Secretary: Christina Langkilde
Email: cll(a)sam.sdu.dk
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 will include
Professor Dominique Bouchet,
Associate Professor Soeren Askegaard
Associate Professor Per OEstergaard,
Department of Marketing and Communication,
Faculty of Social Sciences,
University of Southern Denmark, Odense
Professor A. Fuat Firat
Arizona State University,
Christian Alsted
Alsted Marketing Research in Copenhagen.
Location: This course will take place at The University of Southern Denmark.
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, cll(a)sam.sdu.dk, 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 are included in the seminar fee which is
not a program fee as it only includes lodging and meal expenses as
well as local city bus tickets.
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
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 Soeren Askegaard
15.30 - 18.30:
"Group Exercises in Projective and Enabling Techniques Part I" lead
by Per OEstergaard.
19.00 - 20.00:
Dinner on Campus
20.00 - 21.30:
"Group Exercises in Projective and Enabling Techniques Part II" lead
by Per OEstergaard.
Friday, November 23:
10.00 - 12.00:
"Qualitative Methods as we use them in Alsted Research. Presentation
of a case. " by Christian Alsted
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:
The students discuss in groups and prepare a presentation for Sunday morning
19.00 - 20.00:
Dinner at Froggy's Café, Vestergade 68
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 Soeren 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.
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 Perspectives on Qualitative Research" by A. Fuat
Firat & Dominique Bouchet
14.30 - 15.30:
Plenary discussion on interpretation, reliability and validity - lead
by A. Fuat Firat and Dominique Bouchet. The participants will be
asked to prepare this session by reading articles such as:
Kirk, J., & Miller, M. L. (1986). Reliability and Validity in
Qualitative Research. Newbury Park-London-New Delhi: Sage.
Manning, P. K., & Cullum-Swan, B. (1994). Narrative, Content, and
Semiotic Analysis. In N. K. Denzin & Y. S. Lincoln (Eds.), Handbook
of Qualitative Research (pp. 463-477). Thousand Oaks-London-New
Delhi: Sage.
Kvale, S. (1994). Validation as Communication and Action. On the
Social Construction of Validity. In Postmodernist Approaches to
Validity in Qualitative Research. American Educational Research
Association Conference. New Orleans, April 4-8, 1994:
15.30 - 16.30:
Evaluation of the Seminar.
16.30:
END OF SEMINAR (trains leave from Odense Station westward towards
Aarhus at 17.04, 17.14, 17.31, 18.04, 18.14 and so on and eastward
towards Copenhagen at 16.47, 17.06, 17.47, 18.06, 18.15 and so onŠ
(those leaving at '.06 and westward at '14 are more expensive and a
little faster).
LITERATURE
The literature will be chosen depending of the field of research of
the participants and will be communicated upon registration.
Participants will be asked to read a few hundred pages of informative
and inspiring literature before they come to the seminar. But you can
already start reading the books by Jean-Marie Floch, Grant McCracken
and Shay Sayre mentioned below.
Consulting some of the following books can give an idea of the
subjects approached in this doctoral seminar:
Briggs, C. L. (1986). Learning how to Ask: A Sociolinguistic
Appraisal of the Role of the Interview in Social Science Research.
Cambridge: Cambridge University Press.
Collier Jr, J., & Collier, M. (1986). Visual Anthropology.
Photography as a Research Method. Albuquerque: University of New
Mexico Press.
Denzin, N. K., & Lincoln, Y. S. (Eds.). (1994). Handbook of
Qualitative Research. Thousand Oaks-London-New Delhi: Sage.
Floch, J-M (2000). Visual Identities. London & New York: Continuum.
Gordon, W., & Langmaid, R. (1988). Qualitative Market Research. A
practicioner's and Buyer's Guide. Brookfield USA: Gower.
McCracken, G. (1988b). The long Interview. Newbury Park, Ca.: Sage.
Mucchielli, A. (1991). Les méthodes qualitatives. Paris: Presses
Universitaires de France.
Sayre, S. (2001). Qualitative Methods for Marketplace Research.
Thousand Oaks, London, New Delhi : Sage.
Silverman, D. (1993). Interpreting Qualitative Data. London-Thousand
Oak-New Delhi: Sage.
Strauss, A., & Corbin, J. (1990). Basics of Qualitative Research.
Newbury Park, Ca.: Sage.
Van Maanen, J. (1988). Tales of the Field: On Writing Ethnography.
Chicago: University of Chicago Press.
THE FACULTY
Christian Alsted is a former Associate Professor at the Department.
of Marketing at Copenhagen Business School and now Director of Alsted
Marketing Research. He holds a master degree in Film Semiology and a
Ph.D. in Š etcŠ
Soeren Askegaard is Associate Professor at the Department of
Marketing at University of Southern Denmark, Odense Main Campus. He
is also Professor at Lund University, Sweden. He has a M.A. in Social
Sciences from Odense University, a post-graduate Diploma in Political
and Social Communication from the Sorbonne University and a Ph.D. in
Business Economics from Odense University. His research interests
generally lie in the fields of consumer behaviour analysis from a
cultural perspective and qualitative research methods. He has
published in various journals and anthologies and co-authored a book
on life style analysis as well as an international textbook in
consumer behaviour. He has been invited to teach and lecture at other
graduate business schools in Denmark, USA, Sweden, Poland, UK,
Turkey, Belgium and France, and he has spent longer terms as visiting
professor at the University of California, Irvine and Bilkent
University, Ankara.
Dominique Bouchet has lived in Denmark for 25 years. He was born in
Paris in 1949 where he was educated in business economics (ESSEC),
international economics (Sorbonne), sociology (Paris 7), town
planning (ENPC) and Latin American Studies (IHEAL). He has been an
associate professor in international economics and an associate
professor in sociology and social psychology and is now Professor of
International Marketing at the Department of Marketing at University
of Southern Denmark, Odense Main Campus. He is also Professor II at
BI in Oslo. His main research interest is in social change and
cultural differences. He studies the importance of the cultural
dimension in international marketing and management. He teaches
courses in cross-cultural marketing, cross-cultural communication,
socialpsychology and cultural analysis in relation to marketing and
management, marketing and social change, advertising, semiotics. He
has given Ph.D. lectures and courses at The Kellogg School of
Management, Northwestern University, at Arizona State University, at
the University of California at Irvine, at Stockholm University,
Paris Dauphine, Paris Sorbonne, Universidad de Valladolid,
Universidad de Valencia, ESADE in Barcelona and for EAISM and for
EDAMBA (Two European Business Research Associations organizing
international doctoral courses). He has organized several doctoral
courses in Business Research, Qualitative Methods, and Semiotics. He
has also taught in Belgium, Norway, China, Japan. Dominique Bouchet
is the author or co-author of more than 20 books and 80 articles in
ten languages. He is on the editorial board of several European and
American journals. Frequently used in the media (more than fifty
columns, hundreds of interviews), he is also a consultant to many
European firms for top level management/marketing decisions, and an
invited speaker by many companies.
Fuat Firat is Professor of Marketing at Arizona State University
West. He received his degree in economics (Licenciè en Economie) from
the Faculty of Economics, _stanbul University, in 1970 and his
doctorate in marketing from Northwestern University in 1978. He has
held academic positions at Istanbul University, University of Texas
at Dallas, Appalachian State University, and visiting positions at
University of Maryland, McGill University, and Odense University. His
research interests cover areas such as macro consumer behavior and
macromarketing; postmodern culture, the consumer, and marketing;
transmodern marketing strategies; gender and consumer research;
marketing and development; and interorganizational relations. His
work has been published in a number of journals, including
International Journal of Research in Marketing, Journal of Consumer
Research, European Journal of Marketing, Journal of Macromarketing,
Journal of Marketing, Journal of Organizational Change Management,
Journal of International Marketing, and Journal of Economic
Psychology, as well as in several edited books. His article
"Consumption Choices at the Macro Level," with co-author Nikhilesh
Dholakia won the Journal of Macromarketing Charles Slater Award, and
his article "Liberatory Postmodernism and the Reenchantment of
Consumption," with co-author Alladi Venkatesh won the Journal of
Consumer Research best article award for 1995. He won the Arizona
State University West Award of Achievement in Research, Scholarship
and Creative Activity in the 1998-99 academic year. He has co-edited
two books, Philosophical and Radical Thought in Marketing, and
Marketing and Development: Toward Broader Dimensions. He is also the
coeditor of two special issues of the International Journal of
Research in Marketing on postmodernism, marketing, and the consumer.
He is Co-Editor in Chief of the journal Consumption, Markets &
Culture (CMC), and served as the President of the International
Society for Marketing and Development (1995-1997). His latest book,
Consuming People: From Political Economy to Theaters of Consumption,
co-authored by Nikhilesh Dholakia, was published by Routledge, March
1998.
Per OEstergaard is Associate Professor of Marketing in the School of
Business and Economics at University of Southern Denmark, Odense Main
Campus. He has taught there since 1988. He holds degrees in social
science and philosophy from Odense University. He is a member of the
Editorial Board at Journal of Economic Psychology and serve as
occasional reviewer at several journals. His publications include
contributions to anthologies, journal articles, and conference
papers. He has conducted qualitative research projects in Denmark in
the area of AIDS/HIV and prostitution, and children's safety. He has
participated in a field research project in Thailand using
qualitative methods in the study of the knowledge of AIDS. He
participated in the "Odyssey Downunder" where a research group
travelled through Western Australia doing qualitative research
according to aboriginal consumer culture. Currently he does
cross-cultural research regarding consumption patterns among young
Turks in Denmark and Turkey. Besides interests in qualitative
research in cross-cultural settings, he does research in the area of
epistemology and the history of marketing theory.
