课程信息
4.5
62 个评分
8 个审阅
专项课程

第 2 门课程(共 4 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

At least 2 years business experience.

完成时间(小时)

完成时间大约为16 小时

建议:4 weeks of study, 4-7 hours/week...
可选语言

英语(English)

字幕:英语(English)

您将学到的内容有

  • 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

您将获得的技能

Sample CollectionQualitative ResearchSample Size DeterminationSample PreparationFocus Group
专项课程

第 2 门课程(共 4 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

At least 2 years business experience.

完成时间(小时)

完成时间大约为16 小时

建议:4 weeks of study, 4-7 hours/week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 2 小时

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 个视频 (总计 70 分钟), 2 个阅读材料, 1 个测验
Video10 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
Reading2 个阅读材料
The #1 Focus Group Moderator in the World15分钟
Get Started with Qualitative Research Checklist5分钟
Quiz1 个练习
Module 1 Quiz30分钟
2
完成时间(小时)
完成时间为 5 小时

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 个视频 (总计 49 分钟), 6 个阅读材料, 2 个测验
Video9 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
Reading6 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
Quiz1 个练习
Module 2 Quiz30分钟
3
完成时间(小时)
完成时间为 3 小时

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 个视频 (总计 61 分钟), 2 个阅读材料, 1 个测验
Video16 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
Reading2 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
Quiz1 个练习
Module 3 Quiz30分钟
4
完成时间(小时)
完成时间为 5 小时

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 个视频 (总计 45 分钟), 1 个阅读材料, 3 个测验
Video8 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
Reading1 个阅读材料
Focus Group Report Example10分钟
Quiz1 个练习
Module 4 Quiz30分钟
4.5
8 个审阅Chevron Right
职业方向

50%

完成这些课程后已开始新的职业生涯
工作福利

40%

通过此课程获得实实在在的工作福利
职业晋升

33%

加薪或升职

热门审阅

创建者 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.

创建者 MGJul 29th 2018

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

讲师

Avatar

Susan Berman

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

关于 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....

关于 Market Research 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....
Market Research

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