About this Course
4.4
47 ratings
7 reviews
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....
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Course 2 of 4 in the

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Flexible deadlines

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Intermediate Level

Intermediate Level

Clock

Approx. 15 hours to complete

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

English

Subtitles: English...
Stacks

Course 2 of 4 in the

Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Intermediate Level

Intermediate Level

Clock

Approx. 15 hours to complete

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

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Clock
2 hours to complete

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 videos (Total 70 min), 2 readings, 1 quiz
Video10 videos
Qualitative Market Research Introduction1m
Essential Components of Qualitative Research10m
Choosing Qualitative Research in the Market Research Process8m
Choosing Qualitative Research in a Business Case Scenario5m
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research6m
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups7m
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both10m
Good and Bad Qualities for Conducting Qualitative Research4m
Begin Qualitative Investigation of a Problem or Project10m
Reading2 readings
The #1 Focus Group Moderator in the World15m
Get Started with Qualitative Research Checklist5m
Quiz1 practice exercise
Module 1 Quiz30m
Week
2
Clock
5 hours to complete

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 videos (Total 49 min), 6 readings, 2 quizzes
Video9 videos
Best Practices for Writing Questions and Probes6m
Topic Saturation6m
Process for Qualitative Research and Conducting In-Depth Interviews6m
Assessing Questions by Topics and Sequence4m
Designing a Moderator Guide7m
Designing a "Screener" or Screening Questionnaire5m
Recruitment Planning and Best Practices5m
Various Ways to Recruit for Qualitative Research5m
Reading6 readings
Video: Focus Group Research 2007 BBQ Sauce Fliptop10m
Suggested Activity: Begin Moderator Guide15m
Suggested Activity: Create a Screener20m
Sample Flier for Cellphone Focus Group5m
Sample Confirmation Letter5m
Review Instructor's Moderator Guide10m
Quiz1 practice exercise
Module 2 Quiz30m
Week
3
Clock
3 hours to complete

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 videos (Total 61 min), 2 readings, 1 quiz
Video16 videos
The Purpose and Objectives of a Focus Group8m
Recruiting for a Focus Group11m
Getting the Right Participants to Show Up6m
Introduction to Focus Groups1m
Icebreakers and Introductions2m
Inviting Others to Contribute1m
Collecting Thoughts on a Flipchart1m
Guiding Them to Prioritize1m
Dealing with a Rambler3m
Pair Talking to Each Other1m
Allowing Group to Redirect Your Plan3m
Guiding Conversation as It Takes Its Course11m
Everyone Talking at Once1m
Handling a Debate3m
Concluding Remarks2m
Reading2 readings
Quirk's: The Focus Group Bill of Rights10m
Quirk's: Dispelling the Myths about Focus Groups15m
Quiz1 practice exercise
Module 3 Quiz30m
Week
4
Clock
5 hours to complete

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 videos (Total 45 min), 1 reading, 3 quizzes
Video8 videos
Focus Group Transcription: Process and Options8m
Interpreting Focus Group Notes7m
Analyzing Qualitative Data8m
Components of a Focus Group Report5m
Writing a Focus Group Report8m
Bridging from Qualitative to Quantitative Research4m
Course Summary1m
Reading1 reading
Focus Group Report Example10m
Quiz1 practice exercise
Module 4 Quiz30m
4.4
Direction Signs

50%

started a new career after completing these courses
Briefcase

83%

got a tangible career benefit from this course

Top Reviews

By 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.

By MGJul 29th 2018

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

Instructor

Susan Berman

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

About 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....

About the Market Research Specialization

"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

Frequently Asked Questions

  • 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.

More questions? Visit the Learner Help Center.