Qualitative Research

In this course, the second in the Market Research Specialization, you will go in-depth with qualitative market research methods, from design to implementation to analysis. Week 1: Define qualitative research and how it differs from quantitative research. Explore the various qualitative research methods and evaluate when and how to use them for your research project. Week 2: Design the qualitative instruments necessary for your interviews or focus groups, and plan your recruitment efforts. Writ

• 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

• Basic market research knowledge