Informações sobre o curso
4.4
47 classificações
7 avaliações
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....
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Intermediate Level

Nível intermediário

Clock

Approx. 15 hours to complete

Sugerido: 4 weeks of study, 4-7 hours/week...
Comment Dots

English

Legendas: English...
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Intermediate Level

Nível intermediário

Clock

Approx. 15 hours to complete

Sugerido: 4 weeks of study, 4-7 hours/week...
Comment Dots

English

Legendas: English...

Programa - O que você aprenderá com este curso

Week
1
Clock
2 horas para concluir

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....
Reading
10 vídeos (Total de 70 min), 2 leituras, 1 teste
Video10 videos
Qualitative Market Research Introduction1min
Essential Components of Qualitative Research10min
Choosing Qualitative Research in the Market Research Process8min
Choosing Qualitative Research in a Business Case Scenario5min
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research6min
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups7min
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both10min
Good and Bad Qualities for Conducting Qualitative Research4min
Begin Qualitative Investigation of a Problem or Project10min
Reading2 leituras
The #1 Focus Group Moderator in the World15min
Get Started with Qualitative Research Checklist5min
Quiz1 exercício prático
Module 1 Quiz30min
Week
2
Clock
5 horas para concluir

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....
Reading
9 vídeos (Total de 49 min), 6 leituras, 2 testes
Video9 videos
Best Practices for Writing Questions and Probes6min
Topic Saturation6min
Process for Qualitative Research and Conducting In-Depth Interviews6min
Assessing Questions by Topics and Sequence4min
Designing a Moderator Guide7min
Designing a "Screener" or Screening Questionnaire5min
Recruitment Planning and Best Practices5min
Various Ways to Recruit for Qualitative Research5min
Reading6 leituras
Video: Focus Group Research 2007 BBQ Sauce Fliptop10min
Suggested Activity: Begin Moderator Guide15min
Suggested Activity: Create a Screener20min
Sample Flier for Cellphone Focus Group5min
Sample Confirmation Letter5min
Review Instructor's Moderator Guide10min
Quiz1 exercício prático
Module 2 Quiz30min
Week
3
Clock
3 horas para concluir

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....
Reading
16 vídeos (Total de 61 min), 2 leituras, 1 teste
Video16 videos
The Purpose and Objectives of a Focus Group8min
Recruiting for a Focus Group11min
Getting the Right Participants to Show Up6min
Introduction to Focus Groups1min
Icebreakers and Introductions2min
Inviting Others to Contribute1min
Collecting Thoughts on a Flipchart1min
Guiding Them to Prioritize1min
Dealing with a Rambler3min
Pair Talking to Each Other1min
Allowing Group to Redirect Your Plan3min
Guiding Conversation as It Takes Its Course11min
Everyone Talking at Once1min
Handling a Debate3min
Concluding Remarks2min
Reading2 leituras
Quirk's: The Focus Group Bill of Rights10min
Quirk's: Dispelling the Myths about Focus Groups15min
Quiz1 exercício prático
Module 3 Quiz30min
Week
4
Clock
5 horas para concluir

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....
Reading
8 vídeos (Total de 45 min), 1 leitura, 3 testes
Video8 videos
Focus Group Transcription: Process and Options8min
Interpreting Focus Group Notes7min
Analyzing Qualitative Data8min
Components of a Focus Group Report5min
Writing a Focus Group Report8min
Bridging from Qualitative to Quantitative Research4min
Course Summary1min
Reading1 leituras
Focus Group Report Example10min
Quiz1 exercício prático
Module 4 Quiz30min
4.4
Direction Signs

50%

comecei uma nova carreira após concluir estes cursos
Briefcase

83%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por MAJun 14th 2018

Very helpful and informative course. You should must enroll this course if you want to be expert in the qualitative research methods.

por MGJul 29th 2018

I have learnt so much through this course and would apply my learning to my job. Thanks for an excellent course.

Instrutores

Susan Berman

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

Sobre University of California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

Sobre o Programa de cursos integrados Market Research

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data. Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders....
Market Research

Perguntas Frequentes – FAQ

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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