About this Course

30,928 recent views

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

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. 13 hours to complete

Suggested: 4 weeks of study, 4-7 hours/week...

English

Subtitles: English

What you will 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

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

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. 13 hours to complete

Suggested: 4 weeks of study, 4-7 hours/week...

English

Subtitles: English

Offered by

University of California, Davis logo

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

Reviews

TOP REVIEWS FROM QUALITATIVE RESEARCH
View all reviews

About the Market Research Specialization

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data. Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders....
Market Research

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

More questions? Visit the Learner Help Center.