University of California, Davis

Qualitative Research

This course is part of Market Research Specialization

Susan Berman

Instructor: Susan Berman

33,155 already enrolled

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Gain insight into a topic and learn the fundamentals.
4.7

(443 reviews)

Intermediate level

Recommended experience

Flexible schedule
Approx. 14 hours
Learn at your own pace
96%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.7

(443 reviews)

Intermediate level

Recommended experience

Flexible schedule
Approx. 14 hours
Learn at your own pace
96%
Most learners liked this course

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

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Assessments

4 assignments

Taught in English

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This course is part of the Market Research Specialization
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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 assignment1 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 assignment1 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 assignment2 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 assignment2 peer reviews1 discussion prompt

Instructor

Instructor ratings
4.8 (90 ratings)
Susan Berman
University of California, Davis
2 Courses47,068 learners

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4.7

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