University of Southampton Gives Marketing Students the Edge in Europe
QSR International’s XSight software is now being embraced by market researchers across Europe, North America and Asia, including major firms like Ipsos-MORI and Turnstone Research in the UK. This has prompted academic institutions teaching marketing to consider revising their syllabuses to incorporate the trend towards qualitative research software.
Respected UK academic and co-author of Europe’s leading marketing research text Marketing Research: An Applied Approach, Dr David Birks is leading the way in the UK. He has incorporated XSight into the syllabus of his new MSc Marketing Analytics degree, which began in October at the School of Management at the University of Southampton. The move has made Southampton the first tertiary institution in Europe to actively train marketing students in qualitative research software.
“There was no question that we needed to incorporate research technology in our new degree. You only have to look at the pedigree of marketing research agencies using software and the challenging projects they’re working on to see its impact,” he said.
“Whichever software a lecturer uses for survey and statistical design, they recognise it does not replace the creativity and interpretative role of the researcher. The same principles apply to qualitative research and I wanted my students to be able to use cutting edge software to help nurture and develop their creativity in data analysis.”
“To me, the thought of teaching a qualitative marketing research course without XSight and encouraging students to sift through piles of questionnaires is just as ludicrous as teaching quantitative research and survey design without software.”
About David Birks:
David Birks is the co-author of Europe’s leading marketing research textbook: Malhotra, N.K. & Birks, D.F., Marketing Research: An Applied Approach, 3rd European Ed. Financial Times/Prentice Hall (2006). He is a Senior Lecturer in Marketing in the School of Management at the University of Southampton, England and the Programme Director for their MSc in Marketing Analytics. David has continued to practise marketing research throughout his university career, managing projects in financial institutions, retailers, industrial organisations, local authorities and charities.
XSight provides a sophisticated workspace that enables users to work through their information and get to their analysis faster. It has a suite of tools that allow researchers to track themes, test theories and map their thoughts easily. XSight is ideal for testing an advertising campaign, researching new packaging or community consultation projects. You don't have to be a market researcher to use it either. Because every organization deals in information, XSight can add value in almost every setting.
About QSR International:
QSR International is based in Melbourne, Australia, with offices in North America and Europe. Its flagship products – XSight and NVivo 7 – are both designed to help researchers and other people working with non-numerical data to compile, compare and make sense of their information quickly and easily. More than 350,000 users in 90 countries, from market research agencies, government bodies and universities, to tourism, urban affairs and human resources professionals, use QSR research software. QSR International is a Microsoft Gold Certified Partner and the company’s NVivo 7 software was used as a reference project at the Microsoft TechEd 2006 conference in the United States. Information: www.qsrinternational.com