このコースについて
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次における4の2コース

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

中級レベル

At least 2 years business experience.

約16時間で修了

推奨:4 weeks of study, 4-7 hours/week...

英語

字幕:英語

学習内容

  • Check

    Explain limitations and risks of qualitative research

  • Check

    Create a moderator guide and design a screening questionnaire to recruit for a focus group

  • Check

    Demonstrate how to increase likelihood of focus group participation by effective recruiting strategies

  • Check

    Analyze focus group data and create a focus group report following common business practices in qualitative market research

習得するスキル

Sample CollectionQualitative ResearchSample Size DeterminationSample PreparationFocus Group

次における4の2コース

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

中級レベル

At least 2 years business experience.

約16時間で修了

推奨:4 weeks of study, 4-7 hours/week...

英語

字幕:英語

シラバス - 本コースの学習内容

1
2時間で修了

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.

...
10件のビデオ (合計70分), 3 readings, 1 quiz
10件のビデオ
Qualitative Market Research Introduction1 分
Essential Components of Qualitative Research10 分
Choosing Qualitative Research in the Market Research Process8 分
Choosing Qualitative Research in a Business Case Scenario5 分
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research6 分
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups7 分
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both10 分
Good and Bad Qualities for Conducting Qualitative Research4 分
Begin Qualitative Investigation of a Problem or Project10 分
3件の学習用教材
A Note from UC Davis10 分
The #1 Focus Group Moderator in the World15 分
Get Started with Qualitative Research Checklist5 分
1の練習問題
Module 1 Quiz30 分
2
5時間で修了

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.

...
9件のビデオ (合計49分), 6 readings, 2 quizzes
9件のビデオ
Best Practices for Writing Questions and Probes6 分
Topic Saturation6 分
Process for Qualitative Research and Conducting In-Depth Interviews6 分
Assessing Questions by Topics and Sequence4 分
Designing a Moderator Guide7 分
Designing a "Screener" or Screening Questionnaire5 分
Recruitment Planning and Best Practices5 分
Various Ways to Recruit for Qualitative Research5 分
6件の学習用教材
Video: Focus Group Research 2007 BBQ Sauce Fliptop10 分
Suggested Activity: Begin Moderator Guide15 分
Suggested Activity: Create a Screener20 分
Sample Flier for Cellphone Focus Group5 分
Sample Confirmation Letter5 分
Review Instructor's Moderator Guide10 分
1の練習問題
Module 2 Quiz30 分
3
3時間で修了

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.

...
16件のビデオ (合計61分), 2 readings, 1 quiz
16件のビデオ
The Purpose and Objectives of a Focus Group8 分
Recruiting for a Focus Group11 分
Getting the Right Participants to Show Up6 分
Introduction to Focus Groups1 分
Icebreakers and Introductions2 分
Inviting Others to Contribute1 分
Collecting Thoughts on a Flipchart1 分
Guiding Them to Prioritize1 分
Dealing with a Rambler3 分
Pair Talking to Each Other1 分
Allowing Group to Redirect Your Plan3 分
Guiding Conversation as It Takes Its Course11 分
Everyone Talking at Once1 分
Handling a Debate3 分
Concluding Remarks2 分
2件の学習用教材
Quirk's: The Focus Group Bill of Rights10 分
Quirk's: Dispelling the Myths about Focus Groups15 分
1の練習問題
Module 3 Quiz30 分
4
5時間で修了

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.

...
8件のビデオ (合計45分), 1 reading, 3 quizzes
8件のビデオ
Focus Group Transcription: Process and Options8 分
Interpreting Focus Group Notes7 分
Analyzing Qualitative Data8 分
Components of a Focus Group Report5 分
Writing a Focus Group Report8 分
Bridging from Qualitative to Quantitative Research4 分
Course Summary1 分
1件の学習用教材
Focus Group Report Example10 分
1の練習問題
Module 4 Quiz30 分
4.5
9件のレビューChevron Right

60%

コース終了後に新しいキャリアをスタートした

50%

コースが具体的なキャリアアップにつながった

20%

昇給や昇進につながった

質的調査 からの人気レビュー

by 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.

by MGJul 29th 2018

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

講師

Avatar

Susan Berman

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

カリフォルニア大学デービス校(University of California, Davis)について

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....

市場調査の専門講座について

"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....
市場調査

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