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. 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.
Explain limitations and risks of qualitative research
Create a moderator guide and design a screening questionnaire to recruit for a focus group
Demonstrate how to increase likelihood of focus group participation by effective recruiting strategies
Analyze focus group data and create a focus group report following common business practices in qualitative market research
Syllabus
Syllabus - What you will learn from this course
Week 1
Getting Started and Qualitative Research
Week 2
Design Qualitative Instruments and Plan Recruiting
Week 3
Conduct a Focus Group
Week 4
Analyze, Interpret and Communicate Qualitative Market Research Data
FAQ
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
What will I get if I subscribe to this Specialization?
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
Reviews
Really good! But be sure to take up the first courses if you're new to Market Research, and honestly, if you already have experience in this. You will learn a lot! :D Very recommendable
Susan ma'am is really awesome & the way she has given the real example of focus group is amazing.
Qualitative Research is very Informative step in Market Reseach. In this course very useful tools utilised for caliculating survey results. Ultimately this is wonderful course in Market Research.
I wish I could learn about Content Analysis of a written document. I appreciate if the university also offers a course in the area of CA [ Content Analysis].
