Doctoral Seminar "Qualitative Research Methods" LO27221

From: Ken Friedman (
Date: 09/09/01

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

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


Program Secretary: Christina Langkilde


Phone: [45] 65 50 3264


[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,

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

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,, 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.


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

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.


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 on^Ê
(those leaving at '.06 and westward at '14 are more expensive and a
little faster).


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.


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 .. etc ..

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,

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.


Ken Friedman <>

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