University of California, Davis

Qualitative Research

This course is part of Market Research Specialization

Taught in English

Some content may not be translated

Susan Berman

Instructor: Susan Berman

30,247 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.7

(415 reviews)

|

97%

Intermediate level

Recommended experience

14 hours (approximately)
Flexible schedule
Learn at your own pace

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

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.7

(415 reviews)

|

97%

Intermediate level

Recommended experience

14 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

Placeholder

Build your subject-matter expertise

This course is part of the Market Research Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 4 modules in this course

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.

What's included

10 videos3 readings1 quiz1 discussion prompt

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 readings1 quiz1 peer review2 discussion prompts

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 quiz2 discussion prompts

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 reading1 quiz2 peer reviews1 discussion prompt

Instructor

Instructor ratings
4.8 (85 ratings)
Susan Berman
University of California, Davis
2 Courses42,728 learners

Offered by

Recommended if you're interested in Marketing

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 415

4.7

415 reviews

  • 5 stars

    75.66%

  • 4 stars

    18.31%

  • 3 stars

    4.33%

  • 2 stars

    0.96%

  • 1 star

    0.72%

DS
5

Reviewed on Sep 6, 2020

DA
5

Reviewed on Sep 29, 2019

LW
5

Reviewed on Jul 10, 2022

New to Marketing? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions