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Learner Reviews & Feedback for Qualitative Research by University of California, Davis

416 ratings

About the 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....

Top reviews


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


Jul 4, 2023

I felt like this course did a pretty good job equipping you to write and understand screeners, qualitative questions, and tackle all the steps involved in a focus group.

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51 - 75 of 85 Reviews for Qualitative Research

By enjy a

Jan 8, 2023

It was very good, points explained very clear

the instructor is perfect

By Fanny E A

Apr 19, 2023

The instructor did great with the course. I enjoyed every part of it.

By Tay E S

Aug 7, 2020

Very interesting and inspiring course. Easy to follow step by step.

By Shama A

May 19, 2022

Detailed and exceptional course on Qualitative market research.

By Federico L

Mar 15, 2024

Muy buen curso interesante, práctico y muy didáctico.

By Basel T

Oct 11, 2020

amazing and very well structured and designed


Jul 10, 2023

Excelente curso, bem didático e objetivo.

By hossam a

Jul 12, 2021

I am benefit from this course many things

By Joveta P

May 16, 2024

Excellent course, very informational.

By Vinay S N

Feb 4, 2021

good learing throught the programme

By Syed J A K

Nov 6, 2020

Nice Content and Methodology

By Thinzar A

Jun 19, 2020

Very practical instructions


Jul 23, 2020

A more practical approach

By Mina A F

Jun 8, 2021

Very good Course good

By Analyn B

Dec 19, 2020

Thank you so much!


Dec 25, 2021

Excellent Course!

By Adithya D S

May 29, 2021

Excellent Course

By Mildred S

Aug 24, 2023

Am well informed

By Navdeep B

May 6, 2021

Great Learning.

By Kevin A J

Mar 23, 2021

great course

By Mario E M

Jun 17, 2021

very good

By Muhmmad S

Sep 28, 2020

very good

By Rahma a h

Jul 1, 2021


By Richa S

Jun 18, 2020


By Nishi s

Sep 11, 2021