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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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76 - 85 of 85 Reviews for Qualitative Research

By Rogena K

Jun 16, 2021


By Palisetti G

Jul 18, 2020

Qualitative Research is very Informative step in Market Reseach. In this course very useful tools utilised for caliculating survey results. Ultimately this is wonderful course in Market Research.

By Therese S

Mar 1, 2021

I learned a lot from this course. I liked that we were given the opportunity to watch videos from an actual focus group.

By Matteo V

Apr 4, 2021

technically impressive, good course for beginners and mid professionals

By Benjamin

May 25, 2022

good hands on and many examples to provide input and practice

By Criston P F

May 31, 2022

very informative

By Sajuti D

Aug 13, 2020

Best course

By Aida K

Jun 3, 2020

The course title should say "Qualitative MARKET research', not qualitative research. Market research is not the whole humanities!

By Rajarshi M

May 19, 2021

Got a little bored in between due to redundant topics and lecture.

By Joel T S

Mar 16, 2021

Great Course