À propos de ce cours
4.5
55 notes
7 avis
Spécialisation

Cours 2 sur 4 dans le

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100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Heures pour terminer

Approx. 16 heures pour terminer

Recommandé : 4 weeks of study, 4-7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais
Spécialisation

Cours 2 sur 4 dans le

100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Heures pour terminer

Approx. 16 heures pour terminer

Recommandé : 4 weeks of study, 4-7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
2 heures pour terminer

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....
Reading
10 vidéos (Total 70 min), 2 lectures, 1 quiz
Video10 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
Reading2 lectures
The #1 Focus Group Moderator in the World15 min
Get Started with Qualitative Research Checklist5 min
Quiz1 exercice pour s'entraîner
Module 1 Quiz30 min
Semaine
2
Heures pour terminer
5 heures pour terminer

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....
Reading
9 vidéos (Total 49 min), 6 lectures, 2 quiz
Video9 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
Reading6 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
Quiz1 exercice pour s'entraîner
Module 2 Quiz30 min
Semaine
3
Heures pour terminer
3 heures pour terminer

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....
Reading
16 vidéos (Total 61 min), 2 lectures, 1 quiz
Video16 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
Reading2 lectures
Quirk's: The Focus Group Bill of Rights10 min
Quirk's: Dispelling the Myths about Focus Groups15 min
Quiz1 exercice pour s'entraîner
Module 3 Quiz30 min
Semaine
4
Heures pour terminer
5 heures pour terminer

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....
Reading
8 vidéos (Total 45 min), 1 lecture, 3 quiz
Video8 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
Reading1 lecture
Focus Group Report Example10 min
Quiz1 exercice pour s'entraîner
Module 4 Quiz30 min
4.5
7 avisChevron Right
Orientation de carrière

50%

a commencé une nouvelle carrière après avoir terminé ces cours
Avantage de carrière

50%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Meilleurs avis

par MAJun 14th 2018

Very helpful and informative course. You should must enroll this course if you want to be expert in the qualitative research methods.

par MGJul 29th 2018

I have learnt so much through this course and would apply my learning to my job. Thanks for an excellent course.

Enseignant

Avatar

Susan Berman

President, Impact Research
UC Davis Division of Continuing and Professional Education

À propos de University of California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

À propos de la Spécialisation Market Research

"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....
Market Research

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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