À propos de ce cours

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Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

At least 2 years business experience.

Approx. 15 heures pour terminer
Anglais
Sous-titres : Anglais

Ce que vous allez apprendre

  • 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

Compétences que vous acquerrez

Sample CollectionQualitative ResearchSample Size DeterminationSample PreparationFocus Group

Résultats de carrière des étudiants

60%

ont commencé une nouvelle carrière après avoir terminé ce cours

50%

ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours

20%

a obtenu une augmentation de salaire ou une promotion
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

At least 2 years business experience.

Approx. 15 heures pour terminer
Anglais
Sous-titres : Anglais

Offert par

Logo Université de Californie à Davis

Université de Californie à Davis

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1

Semaine 1

2 heures pour terminer

Getting Started and Qualitative Research

2 heures pour terminer
10 vidéos (Total 70 min), 3 lectures, 1 quiz
10 vidéos
Qualitative Market Research Introduction1 min
Essential Components of Qualitative Research10 min
Choosing Qualitative Research in the Market Research Process8 min
Choosing Qualitative Research in a Business Case Scenario5 min
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research6 min
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups7 min
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both10 min
Good and Bad Qualities for Conducting Qualitative Research4 min
Begin Qualitative Investigation of a Problem or Project10 min
3 lectures
A Note from UC Davis10 min
The #1 Focus Group Moderator in the World15 min
Get Started with Qualitative Research Checklist5 min
1 exercice pour s'entraîner
Module 1 Quiz30 min
Semaine
2

Semaine 2

5 heures pour terminer

Design Qualitative Instruments and Plan Recruiting

5 heures pour terminer
9 vidéos (Total 49 min), 6 lectures, 2 quiz
9 vidéos
Best Practices for Writing Questions and Probes6 min
Topic Saturation6 min
Process for Qualitative Research and Conducting In-Depth Interviews6 min
Assessing Questions by Topics and Sequence4 min
Designing a Moderator Guide7 min
Designing a "Screener" or Screening Questionnaire5 min
Recruitment Planning and Best Practices5 min
Various Ways to Recruit for Qualitative Research5 min
6 lectures
Video: Focus Group Research 2007 BBQ Sauce Fliptop10 min
Suggested Activity: Begin Moderator Guide15 min
Suggested Activity: Create a Screener20 min
Sample Flier for Cellphone Focus Group5 min
Sample Confirmation Letter5 min
Review Instructor's Moderator Guide10 min
1 exercice pour s'entraîner
Module 2 Quiz30 min
Semaine
3

Semaine 3

3 heures pour terminer

Conduct a Focus Group

3 heures pour terminer
16 vidéos (Total 61 min), 2 lectures, 1 quiz
16 vidéos
The Purpose and Objectives of a Focus Group8 min
Recruiting for a Focus Group11 min
Getting the Right Participants to Show Up6 min
Introduction to Focus Groups1 min
Icebreakers and Introductions2 min
Inviting Others to Contribute1 min
Collecting Thoughts on a Flipchart1 min
Guiding Them to Prioritize1 min
Dealing with a Rambler3 min
Pair Talking to Each Other1 min
Allowing Group to Redirect Your Plan3 min
Guiding Conversation as It Takes Its Course11 min
Everyone Talking at Once1 min
Handling a Debate3 min
Concluding Remarks2 min
2 lectures
Quirk's: The Focus Group Bill of Rights10 min
Quirk's: Dispelling the Myths about Focus Groups15 min
1 exercice pour s'entraîner
Module 3 Quiz30 min
Semaine
4

Semaine 4

5 heures pour terminer

Analyze, Interpret and Communicate Qualitative Market Research Data

5 heures pour terminer
8 vidéos (Total 45 min), 1 lecture, 3 quiz
8 vidéos
Focus Group Transcription: Process and Options8 min
Interpreting Focus Group Notes7 min
Analyzing Qualitative Data8 min
Components of a Focus Group Report5 min
Writing a Focus Group Report8 min
Bridging from Qualitative to Quantitative Research4 min
Course Summary1 min
1 lecture
Focus Group Report Example10 min
1 exercice pour s'entraîner
Module 4 Quiz30 min

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À propos du Spécialisation étude de marché

"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....
étude de marché

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