Qualitative Research
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Qualitative Research
This course is part of Market Research Specialization
Instructor: Susan Berman
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What you'll learn
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
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There are 4 modules in this course
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.
In this module, you will explore the fundamentals of qualitative research and distinguish it from quantitative research. You will examine various qualitative research methods, evaluate their strengths and limitations, and identify situations in which qualitative research is the most appropriate approach for addressing a business question. You will also learn how to recognize the qualities of effective qualitative researchers, avoid common risks associated with qualitative research, and begin conducting secondary research to support a qualitative investigation. By the end of this module, you will be better equipped to determine when and how to use qualitative market research to generate meaningful insights.
What's included
10 videos3 readings4 assignments
10 videos•Total 70 minutes
- Course Introduction•5 minutes
- Qualitative Market Research Introduction•1 minute
- Essential Components of Qualitative Research•10 minutes
- Choosing Qualitative Research in the Market Research Process•9 minutes
- Choosing Qualitative Research in a Business Case Scenario•5 minutes
- Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research•6 minutes
- Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups•8 minutes
- Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both•10 minutes
- Good and Bad Qualities for Conducting Qualitative Research•5 minutes
- Begin Qualitative Investigation of a Problem or Project•11 minutes
3 readings•Total 45 minutes
- Course Navigation and Safety Statement•30 minutes
- The #1 Focus Group Moderator in the World•10 minutes
- Get Started with Qualitative Research Checklist•5 minutes
4 assignments•Total 90 minutes
- Module 1 Quiz •30 minutes
- Knowledge Check 1•15 minutes
- Applying Qualitative Research to a Business Problem•30 minutes
- Knowledge Check 2•15 minutes
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.
What's included
9 videos6 readings2 assignments2 discussion prompts
9 videos•Total 49 minutes
- Design Qualitative Instruments and Plan Recruiting Introduction•1 minute
- Best Practices for Writing Questions and Probes•6 minutes
- Topic Saturation•7 minutes
- Process for Qualitative Research and Conducting In-Depth Interviews•6 minutes
- Assessing Questions by Topics and Sequence•5 minutes
- Designing a Moderator Guide•8 minutes
- Designing a "Screener" or Screening Questionnaire•6 minutes
- Recruitment Planning and Best Practices•6 minutes
- Various Ways to Recruit for Qualitative Research•5 minutes
6 readings•Total 65 minutes
- Video: Focus Group Research 2007 BBQ Sauce Fliptop•10 minutes
- Suggested Activity: Begin Moderator Guide•15 minutes
- Suggested Activity: Create a Screener•20 minutes
- Sample Flier for Cellphone Focus Group•5 minutes
- Sample Confirmation Letter•5 minutes
- Review Instructor's Moderator Guide•10 minutes
2 assignments•Total 90 minutes
- Module 2 Quiz•30 minutes
- Designing a Focus Group Moderator Guide•60 minutes
2 discussion prompts•Total 55 minutes
- Post Your Screener Questionnaire•25 minutes
- Create and Compare Recruiting Fliers•30 minutes
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.
What's included
16 videos2 readings1 assignment2 discussion prompts
16 videos•Total 61 minutes
- Introduction to Focus Groups: From Design to Implementation•1 minute
- The Purpose and Objectives of a Focus Group•8 minutes
- Recruiting for a Focus Group•11 minutes
- Getting the Right Participants to Show Up•6 minutes
- Introduction to Focus Groups•1 minute
- Icebreakers and Introductions•2 minutes
- Inviting Others to Contribute•2 minutes
- Collecting Thoughts on a Flipchart•1 minute
- Guiding Them to Prioritize•1 minute
- Dealing with a Rambler•3 minutes
- Pair Talking to Each Other•2 minutes
- Allowing Group to Redirect Your Plan•3 minutes
- Guiding Conversation as It Takes Its Course•12 minutes
- Everyone Talking at Once•1 minute
- Handling a Debate•3 minutes
- Concluding Remarks•2 minutes
2 readings•Total 25 minutes
- Quirk's: The Focus Group Bill of Rights•10 minutes
- Quirk's: Dispelling the Myths about Focus Groups•15 minutes
1 assignment•Total 30 minutes
- Module 3 Quiz•30 minutes
2 discussion prompts•Total 40 minutes
- Recruiting for Business Case Scenario•20 minutes
- Notice Important Shifts in Focus Group Conversation•20 minutes
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.
What's included
8 videos1 reading3 assignments1 discussion prompt
8 videos•Total 45 minutes
- Analyze, Interpret, and Communicate Qualitative Market Research Data Introduction•1 minute
- Focus Group Transcription: Process and Options•9 minutes
- Interpreting Focus Group Notes•7 minutes
- Analyzing Qualitative Data•9 minutes
- Components of a Focus Group Report•5 minutes
- Writing a Focus Group Report•9 minutes
- Bridging from Qualitative to Quantitative Research•4 minutes
- Course Summary•1 minute
1 reading•Total 10 minutes
- Focus Group Report Example•10 minutes
3 assignments•Total 170 minutes
- Assistant to the Moderator: Focus Group Notes•60 minutes
- Module 4 Quiz•30 minutes
- Writing a Focus Group Report•80 minutes
1 discussion prompt•Total 15 minutes
- What Effect Does Your Focus Have?•15 minutes
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Reviewed on Sep 6, 2020
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
Reviewed on Oct 22, 2023
wonderfully designed course and this lays a great foundation for a qualitative research for those who aim to explore the field.
Reviewed on Sep 29, 2019
Really enjoyed learning about the practical aspects of running focus groups, and I appreciated the video resources that were included.
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