课程信息

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学生职业成果

60%

完成这些课程后已开始新的职业生涯

50%

通过此课程获得实实在在的工作福利

20%

加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始,按照自己的计划学习。
第 2 门课程(共 4 门)
可灵活调整截止日期
根据您的日程表重置截止日期。
中级

At least 2 years business experience.

完成时间大约为15 小时
英语(English)
字幕:英语(English)

您将学到的内容有

  • 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

您将获得的技能

Sample CollectionQualitative ResearchSample Size DeterminationSample PreparationFocus Group

学生职业成果

60%

完成这些课程后已开始新的职业生涯

50%

通过此课程获得实实在在的工作福利

20%

加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始,按照自己的计划学习。
第 2 门课程(共 4 门)
可灵活调整截止日期
根据您的日程表重置截止日期。
中级

At least 2 years business experience.

完成时间大约为15 小时
英语(English)
字幕:英语(English)

提供方

加州大学戴维斯分校 徽标

加州大学戴维斯分校

教学大纲 - 您将从这门课程中学到什么

1

1

完成时间为 2 小时

Getting Started and Qualitative Research

完成时间为 2 小时
10 个视频 (总计 70 分钟), 3 个阅读材料, 1 个测验
10 个视频
Qualitative Market Research Introduction1分钟
Essential Components of Qualitative Research10分钟
Choosing Qualitative Research in the Market Research Process8分钟
Choosing Qualitative Research in a Business Case Scenario5分钟
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research6分钟
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups7分钟
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both10分钟
Good and Bad Qualities for Conducting Qualitative Research4分钟
Begin Qualitative Investigation of a Problem or Project10分钟
3 个阅读材料
A Note from UC Davis10分钟
The #1 Focus Group Moderator in the World15分钟
Get Started with Qualitative Research Checklist5分钟
1 个练习
Module 1 Quiz30分钟
2

2

完成时间为 5 小时

Design Qualitative Instruments and Plan Recruiting

完成时间为 5 小时
9 个视频 (总计 49 分钟), 6 个阅读材料, 2 个测验
9 个视频
Best Practices for Writing Questions and Probes6分钟
Topic Saturation6分钟
Process for Qualitative Research and Conducting In-Depth Interviews6分钟
Assessing Questions by Topics and Sequence4分钟
Designing a Moderator Guide7分钟
Designing a "Screener" or Screening Questionnaire5分钟
Recruitment Planning and Best Practices5分钟
Various Ways to Recruit for Qualitative Research5分钟
6 个阅读材料
Video: Focus Group Research 2007 BBQ Sauce Fliptop10分钟
Suggested Activity: Begin Moderator Guide15分钟
Suggested Activity: Create a Screener20分钟
Sample Flier for Cellphone Focus Group5分钟
Sample Confirmation Letter5分钟
Review Instructor's Moderator Guide10分钟
1 个练习
Module 2 Quiz30分钟
3

3

完成时间为 3 小时

Conduct a Focus Group

完成时间为 3 小时
16 个视频 (总计 61 分钟), 2 个阅读材料, 1 个测验
16 个视频
The Purpose and Objectives of a Focus Group8分钟
Recruiting for a Focus Group11分钟
Getting the Right Participants to Show Up6分钟
Introduction to Focus Groups1分钟
Icebreakers and Introductions2分钟
Inviting Others to Contribute1分钟
Collecting Thoughts on a Flipchart1分钟
Guiding Them to Prioritize1分钟
Dealing with a Rambler3分钟
Pair Talking to Each Other1分钟
Allowing Group to Redirect Your Plan3分钟
Guiding Conversation as It Takes Its Course11分钟
Everyone Talking at Once1分钟
Handling a Debate3分钟
Concluding Remarks2分钟
2 个阅读材料
Quirk's: The Focus Group Bill of Rights10分钟
Quirk's: Dispelling the Myths about Focus Groups15分钟
1 个练习
Module 3 Quiz30分钟
4

4

完成时间为 5 小时

Analyze, Interpret and Communicate Qualitative Market Research Data

完成时间为 5 小时
8 个视频 (总计 45 分钟), 1 个阅读材料, 3 个测验
8 个视频
Focus Group Transcription: Process and Options8分钟
Interpreting Focus Group Notes7分钟
Analyzing Qualitative Data8分钟
Components of a Focus Group Report5分钟
Writing a Focus Group Report8分钟
Bridging from Qualitative to Quantitative Research4分钟
Course Summary1分钟
1 个阅读材料
Focus Group Report Example10分钟
1 个练习
Module 4 Quiz30分钟

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关于 市场调查 专项课程

"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....
市场调查

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