About this course: In this course, the second in the Market Research Specialization, you will go in-depth with qualitative market research methods, from design to implementation to analysis. Week 1: Define qualitative research and how it differs from quantitative research. Explore the various qualitative research methods and evaluate when and how to use them for your research project. Week 2: Design the qualitative instruments necessary for you interviews or focus groups. and plan your recruitment efforts. Write questions and prompts to ask in an interview or focus group. Design a moderator guide and a screening questionnaire to use when recruiting your participants. Week 3: Recruit participants for your focus group and apply techniques to ensure they show up and participate. Act as a moderator during your focus group and apply strategies to handle various types of situations. Probe responses and engage participants in a group discussion, while collecting qualitative data and keep the discussion moving. Week 4: Organize and analyze the data you have collected. Transcribe the audio from your focus group or interview and interpret your notes. Write a focus group report that can presented to your stakeholders and see how this information might relate to your quantitative research. Take Qualitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the first course in this specialization, Research Report: Initiating Research, before taking this course. By completing the second class in the Specialization you will gain the skills needed to succeed in the full program.
Who is this class for: The course is primarily focused on early-in-their-career marketing professionals looking to add marketing research skills to their skills profile. The course will also be of utility for learners who may do marketing research tasks as part of their jobs such as product managers, sales leaders and business developers, and entrepreneurs, or for people looking to explore marketing research as a career change option.
Created by: University of California, Davis
Taught by: Susan Berman, President
ImpactResearch
| Basic Info | Course 2 of 4 in the Market Research Specialization |
| Level | Intermediate |
| Commitment | 4 weeks of study, 4-7 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
Syllabus
WEEK 1
Getting Started and Qualitative Research
In this module, you will be able to define qualitative research and distinguish it from quantitative research. You will be able to practice choosing from various methods for conducting qualitative research, recognize limitations of qualitative research, avoid associated risks and confidently decide to use qualitative market research when it is appropriate given a business question. You will be able to distinguish good and bad qualities for a qualitative researcher and be able to start secondary research for a qualitative investigation of a problem or project.
10 videos, 2 readings
- Video: Course Introduction
- Video: Qualitative Market Research Introduction
- Video: Essential Components of Qualitative Research
- Video: Choosing Qualitative Research in the Market Research Process
- Video: Choosing Qualitative Research in a Business Case Scenario
- Discussion Prompt: Choosing Qualitative Research
- Video: Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research
- Video: Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups
- Video: Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both
- Reading: The #1 Focus Group Moderator in the World
- Video: Good and Bad Qualities for Conducting Qualitative Research
- Video: Begin Qualitative Investigation of a Problem or Project
- Reading: Get Started with Qualitative Research Checklist
Graded: Module 1 Quiz
WEEK 2
Design Qualitative Instruments and Plan Recruiting
In this module, you will be able to write questions applying best practices for qualitative research, design a moderator guide with all essential components, and design a screening questionnaire to identify suitable participants for your qualitative research. You will be able to use these instruments as you progress, and identify the best places and practices to recruit key informants and focus group participants.
9 videos, 6 readings
- Video: Design Qualitative Instruments and Plan Recruiting Introduction
- Video: Best Practices for Writing Questions and Probes
- Video: Topic Saturation
- Reading: Video: Focus Group Research 2007 BBQ Sauce Fliptop
- Video: Process for Qualitative Research and Conducting In-Depth Interviews
- Video: Assessing Questions by Topics and Sequence
- Video: Designing a Moderator Guide
- Reading: Suggested Activity: Begin Moderator Guide
- Video: Designing a "Screener" or Screening Questionnaire
- Reading: Suggested Activity: Create a Screener
- Discussion Prompt: Post a Screener; Review Screeners from 2 Peers
- Video: Recruitment Planning and Best Practices
- Discussion Prompt: Create and Compare Recruiting Fliers
- Reading: Sample Flier for Cellphone Focus Group
- Video: Various Ways to Recruit for Qualitative Research
- Reading: Sample Confirmation Letter
- Reading: Review Instructor's Moderator Guide
Graded: Module 2 Quiz
Graded: Design a Moderator Guide
WEEK 3
Conduct a Focus Group
In this module, you will transition into applying what you’ve learned previously to conduct a focus group, from design to implementation. You will be able to clarify the purpose of focus groups for qualitative market research and learn associated best practices. You will be able to build on and use the instruments you designed in the previous module. Here you will write confirmation letters and talking points to get the right participants to show up for your focus group. You will be able to identify common pitfalls experienced moderators know and be able to avoid them. You will be able to practice the essential skills needed to moderate a focus group well.
16 videos, 2 readings
- Video: Introduction to Focus Groups: From Design to Implementation
- Video: The Purpose and Objectives of a Focus Group
- Video: Recruiting for a Focus Group
- Video: Getting the Right Participants to Show Up
- Discussion Prompt: Recruiting for Business Case Scenario
- Reading: Quirk's: The Focus Group Bill of Rights
- Video: Introduction to Focus Groups
- Video: Icebreakers and Introductions
- Video: Inviting Others to Contribute
- Video: Collecting Thoughts on a Flipchart
- Video: Guiding Them to Prioritize
- Video: Dealing with a Rambler
- Video: Pair Talking to Each Other
- Video: Allowing Group to Redirect Your Plan
- Video: Guiding Conversation as It Takes Its Course
- Video: Everyone Talking at Once
- Video: Handling a Debate
- Video: Concluding Remarks
- Discussion Prompt: Notice Important Shifts in Focus Group Conversation
- Reading: Quirk's: Dispelling the Myths of Focus Groups
Graded: Module 3 Quiz
WEEK 4
Analyze, Interpret and Communicate Qualitative Market Research Data
In this module, you will be able to make decisions about transcription of a focus group, interpret focus group notes, analyze qualitative data to identify common categories and themes. You will be able to explain what goes into a focus group report including the appropriate words that are expected. You will be able to describe best practices and the components of a qualitative research report. You will also be able to develop qualitative findings that inform the improvement of a quantitative survey design, which helps bridge into the next course. This module is also where you will gather and polish the practice exercises you’ve been building all along to complete your course project: a qualitative market research Focus Group Report.
8 videos, 1 reading
- Video: Analyze, Interpret, and Communicate Qualitative Market Research Data Introduction
- Video: Focus Group Transcription: Process and Options
- Peer Review: Be the Assistant (to Focus Group Moderator)
- Video: Interpreting Focus Group Notes
- Video: Analyzing Qualitative Data
- Video: Components of a Focus Group Report
- Video: Writing a Focus Group Report
- Video: Bridging from Qualitative to Quantitative Research
- Discussion Prompt: What Effect Does Your Focus Have?
- Reading: Focus Group Report Example
- Video: Course Summary
Graded: Module 4 Quiz
Graded: Focus Group Report
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University of California, Davis
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