Why do people behave the way they do? How can we understand motivations, social contexts, and the subtle dynamics that shape human interactions? These are some of the fascinating puzzles we explore in my course, Empirical Research Methods II, at the Vienna University of Economics and Business. While quantitative methods excel at analyzing numerical patterns, many questions in social science resist simple measurement. This course, taught jointly with Zack Zimbalist, invites students to grapple with questions that require deeper insights into processes, experiences, and the complexities of human behavior.

To tackle these challenges, we delve into the rich toolkit of qualitative research methods. Students are introduced to interviews, focus groups, observational studies, and content and discourse analysis. Together, we examine how these approaches help both test existing theories and generate new ideas from the ground up. We also explore how qualitative and quantitative methods can complement each other, enabling researchers to choose the most suitable tools for different types of questions and data.

My goal is not only to familiarize students with research techniques but to help them develop valuable skills for their future careers. By the end of the course, students learn to collect and analyze qualitative data rigorously, navigate ethical considerations in research, and reflect on their own roles as researchers. These skills are highly relevant in academic research, policy analysis, and professional settings that demand strong analytical, interpersonal, and observational abilities. Whether conducting interviews for a thesis or engaging with diverse stakeholders in the workplace, students gain tools to tackle complex, real-world problems.

In designing this course, I emphasize hands-on learning and interactive engagement. Each lecture begins with a brief quiz to reinforce previous material, followed by real-world cases that highlight the value of each method. We then dive into practical, step-by-step guidance on applying these techniques, coupled with discussions about their significance for academic work and career opportunities. Smaller section meetings led by Zack Zimbalist provide space for students to practice methods through exercises and receive feedback on their research projects. My aim is to create an environment where students feel encouraged to explore, question, and develop confidence in using qualitative methods to understand the world around them.

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