MKTG802 Qualitative research methods
Assessment 3 – QUALITATIVE DATA ANALYSIS
| Due Date: | Turnitin Submission is due by 12 noon, on Friday 26 October.
If submitted after this due time, late penalties will apply. |
| Weighting: | 50 % |
| Type: | Individual Report |
| Length: | Maximum 3000 words |
| Compulsory: | This assessment event is compulsory |
| Submission: | |
| Requirements | You are provided with two long and two short interview transcripts from a qualitative research project. You are to analyse the interview transcripts and write a report to address the research questions provided.
You are strongly encouraged to discuss your assignment work with your lecturer as you proceed.
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“Consumer Experience of U.K. Music Festivals”
Every summer in the U.K., a dozen or more music festivals run. A music festival is typically an event over a series of days, on a large section of open country or farmland, where many popular musical acts perform to a schedule on a variety of stages. Each music festival attracts thousands of people, most of whom camp out overnight in tents near the venue. While most music festivals attract a young audience (16-26 years old), some attract an older audience as well.
The most famous of the U.K. music festivals is the Glastonbury Festival. Take a moment to view this video https://www.youtube.com/watch?v=b2bXzuB7sZw .
Traditionally, music festivals raised funds for charities, such as environmental organisations like Greenpeace. However, in recent years some festivals have been run by corporate event organisers and are heavily branded, particularly featuring alcohol brands.
On AUT Online > Assessments you will find two long transcripts of group interviews and two short transcripts of email interviews with consumers who attended music festivals. You are also provided with a copy of the Interview Guide used by the interviewers.
You are to analyse the interview transcripts and write a report to address two research questions:
- Describe the consumer experience of attending a music festival.
- What is consumer reaction to the commercialisation of music festivals and sponsorship by alcohol brands?
Present your assignment as a research report (1500-3000 words). An appropriate structure for your report would be:
- Title
- Introduction, including research questions
- Method of data analysis
- Justification for method chosen
- Explanation of procedures followed
- Findings (may include tables or figures)
- Conclusion
- References
- Appendices (may include samples of coding)
The purpose of this assignment is to improve your skills in qualitative data analysis. Unlike most postgraduate assignments, with this assignment you are not required to undertake a literature review on the topic; the only reference(s) you are expected to cite (APA citation style is required) are references in support of your methods of data analysis.
This is a time consuming exercise, so commence early and be prepared to devote time to this. Consult with your lecturer frequently on your progress. Don’t be shy to ask questions!
