About this Course

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Learner Career Outcomes

60%

started a new career after completing these courses

50%

got a tangible career benefit from this course

20%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 2 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level

At least 2 years business experience.

Approx. 15 hours to complete
English

Skills you will gain

Sample CollectionQualitative ResearchSample Size DeterminationSample PreparationFocus Group

Learner Career Outcomes

60%

started a new career after completing these courses

50%

got a tangible career benefit from this course

20%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 2 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level

At least 2 years business experience.

Approx. 15 hours to complete
English

Offered by

Placeholder

University of California, Davis

Syllabus - What you will learn from this course

Week
1

Week 1

2 hours to complete

Getting Started and Qualitative Research

2 hours to complete
10 videos (Total 70 min), 3 readings, 1 quiz
10 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
3 readings
A Note from UC Davis10m
The #1 Focus Group Moderator in the World15m
Get Started with Qualitative Research Checklist5m
1 practice exercise
Module 1 Quiz30m
Week
2

Week 2

5 hours to complete

Design Qualitative Instruments and Plan Recruiting

5 hours to complete
9 videos (Total 49 min), 6 readings, 2 quizzes
9 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
6 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
1 practice exercise
Module 2 Quiz30m
Week
3

Week 3

3 hours to complete

Conduct a Focus Group

3 hours to complete
16 videos (Total 61 min), 2 readings, 1 quiz
16 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
2 readings
Quirk's: The Focus Group Bill of Rights10m
Quirk's: Dispelling the Myths about Focus Groups15m
1 practice exercise
Module 3 Quiz30m
Week
4

Week 4

5 hours to complete

Analyze, Interpret and Communicate Qualitative Market Research Data

5 hours to complete
8 videos (Total 45 min), 1 reading, 3 quizzes
8 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
1 reading
Focus Group Report Example10m
1 practice exercise
Module 4 Quiz30m

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About the Market Research Specialization

Market Research

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