Qualitative 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.
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- Level Professional
- Duration 15 hours
- Course by University of California, Davis
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About
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.Modules
Course Introduction
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1
Videos
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1
Readings
1
Videos
- Course Introduction
1
Readings
- A Note from UC Davis
Qualitative Market Research
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9
Videos
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2
Readings
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1
Discussion
1
Discussions
- Choosing Qualitative Research
9
Videos
- Qualitative Market Research Introduction
- Essential Components of Qualitative Research
- Choosing Qualitative Research in the Market Research Process
- Choosing Qualitative Research in a Business Case Scenario
- Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research
- Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups
- Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both
- Good and Bad Qualities for Conducting Qualitative Research
- Begin Qualitative Investigation of a Problem or Project
2
Readings
- The #1 Focus Group Moderator in the World
- Get Started with Qualitative Research Checklist
Review
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1
Assignment
1
Assignment
- Module 1 Quiz
Design Qualitative Instruments and Plan Recruiting
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9
Videos
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5
Readings
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2
Discussion
2
Discussions
- Post a Screener; Review Screeners from 2 Peers
- Create and Compare Recruiting Fliers
9
Videos
- Design Qualitative Instruments and Plan Recruiting Introduction
- Best Practices for Writing Questions and Probes
- Topic Saturation
- Process for Qualitative Research and Conducting In-Depth Interviews
- Assessing Questions by Topics and Sequence
- Designing a Moderator Guide
- Designing a "Screener" or Screening Questionnaire
- Recruitment Planning and Best Practices
- Various Ways to Recruit for Qualitative Research
5
Readings
- Video: Focus Group Research 2007 BBQ Sauce Fliptop
- Suggested Activity: Begin Moderator Guide
- Suggested Activity: Create a Screener
- Sample Flier for Cellphone Focus Group
- Sample Confirmation Letter
Review
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1
Readings
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1
PeerReview
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1
Assignment
1
Assignment
- Module 2 Quiz
1
Peer Review
- Design a Moderator Guide
1
Readings
- Review Instructor's Moderator Guide
Conduct a Focus Group From Design to Implementation
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16
Videos
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2
Readings
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2
Discussion
2
Discussions
- Recruiting for Business Case Scenario
- Notice Important Shifts in Focus Group Conversation
16
Videos
- Introduction to Focus Groups: From Design to Implementation
- The Purpose and Objectives of a Focus Group
- Recruiting for a Focus Group
- Getting the Right Participants to Show Up
- Introduction to Focus Groups
- Icebreakers and Introductions
- Inviting Others to Contribute
- Collecting Thoughts on a Flipchart
- Guiding Them to Prioritize
- Dealing with a Rambler
- Pair Talking to Each Other
- Allowing Group to Redirect Your Plan
- Guiding Conversation as It Takes Its Course
- Everyone Talking at Once
- Handling a Debate
- Concluding Remarks
2
Readings
- Quirk's: The Focus Group Bill of Rights
- Quirk's: Dispelling the Myths about Focus Groups
Review
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1
Assignment
1
Assignment
- Module 3 Quiz
Analyze, Interpret, and Communicate Qualitative Market Research Data
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7
Videos
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1
Discussion
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1
PeerReview
1
Peer Review
- Be the Assistant (to Focus Group Moderator)
1
Discussions
- What Effect Does Your Focus Have?
7
Videos
- Analyze, Interpret, and Communicate Qualitative Market Research Data Introduction
- Focus Group Transcription: Process and Options
- Interpreting Focus Group Notes
- Analyzing Qualitative Data
- Components of a Focus Group Report
- Writing a Focus Group Report
- Bridging from Qualitative to Quantitative Research
Review
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1
Readings
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1
PeerReview
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1
Assignment
1
Assignment
- Module 4 Quiz
1
Peer Review
- Focus Group Report
1
Readings
- Focus Group Report Example
Course Summary
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1
Videos
1
Videos
- Course Summary
Auto Summary
Dive into the world of qualitative market research with this comprehensive course designed for sales and marketing professionals. Led by Coursera, you'll explore methods from design to analysis over four weeks. Learn to create and implement qualitative instruments, recruit and moderate focus groups, and analyze data effectively. This course is perfect for those with foundational research knowledge, offering a standalone experience or as part of the Market Research Specialization. Unlock professional-level insights with flexible Starter subscription options.
Susan Berman