Bridging from Qualitative to Quantitative Research

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Del curso dictado por University of California, Davis

Qualitative Research

51 calificaciones

University of California, Davis

Qualitative Research

51 calificaciones

Curso 2 de 4 en SpecializationMarket Research

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 your 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 be 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.

De la lección

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.

Analyze, Interpret, and Communicate Qualitative Market Research Data Introduction1:25

Focus Group Transcription: Process and Options8:37

Interpreting Focus Group Notes7:23

Analyzing Qualitative Data8:30

Components of a Focus Group Report5:04

Writing a Focus Group Report8:54

Bridging from Qualitative to Quantitative Research4:06

Conoce a los instructores

Susan Berman
President, Impact Research
UC Davis Division of Continuing and Professional Education

Hi there. Most of the time

qualitative research is conducted during the formative research stage,

where the goal is to learn as much as possible,

about how the target audience thinks and

behaves in relation to the issue being addressed.

Qualitative research does this well,

but it cannot do what only quantitative market research can do.

Often focus groups serve as a starting point to your research inquiry,

and it is conducted to obtain a general feedback about the designated topic.

In this lesson, I will attempt to bridge the two research methods and at the end,

you will be able to identify quantifiable topics,

and explain why topics call for quantitative research.

OK. So let's get started.

The strength of quantitative research on

the other hand is that its methods produce quantifiable,

reliable scientific data that are usually generalizable to some larger population.

So, carefully look at each topic question from your moderator guide,

and the most important findings from the report.

Decide which ones you believe should be explored with quantitative methods.

Thinking about our focus group on cell phones,

we may want to know more about specific features and apps that we discussed in the group,

that qualified a cell phone as high end.

For many in the group, it was the camera, the battery life,

the compatibility with their laptop,

the payment plan, and the durability of the phone.

Thinking about each of these,

which ones would warrant a quantitative question?

Which will provide an answer to your client about a feature that

a majority of participants consider essential and a high end phone?

Considering the topics; the battery life,

the compatibility with their laptop,

the payment plan, and the durability of the phone.

First, which of these features are

ones your client was considering in their new cell phone?

Perhaps, it was the battery life,

and you had many people say that they bought their phone because of their battery life.

They also mentioned the ways they charge

their batteries to ensure that the battery will last,

and they even came up with unique ways to design a phone

that had a new battery feature like solar charging.

Considering the topic of batteries,

you want to get into the specifics of design quality,

and unique aspects of the phone,

that show off the battery life quality that your client aims to improve and promote.

So, you need to consider the pros and cons of larger batteries.

Perhaps that would increase the weight of the phone.

These kind of issues raised by qualitative research,

makes good starting places to proceed with quantitative research.

You can mention these in the recommendations section of your focus group report.

This raises the question.

So, how would you go about getting to the issue and finding

ways to overcome it through quantitative research?

First, you might want to confirm through

a question in a quantitative survey to the larger population,

that battery life is the most important aspect of a high end phone.

You might write a quantitative survey question like,

how important is battery life when you are considering purchasing a new cell phone?

And the answers might be on a likert scale. Not at all.

Someone important, important, very important, or extremely important.

This is just one example of how

qualitative research can be a starting point for further quantitative research.

That will be a topic of upcoming courses in this market research specialization.

I encourage you to cross that bridge,

and continue to learn more where we left off.

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