定性研究

你将学到什么

课程概况

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.

课程大纲

Getting Started and Qualitative Research

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.

Design Qualitative Instruments and Plan Recruiting

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.

Conduct a Focus Group

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.

Analyze, Interpret and Communicate Qualitative Market Research Data

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.