課程信息
4.5
51 個評分
7 個審閱
專項課程

第 2 門課程(共 4 門),位於

100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
中級

中級

完成時間(小時)

完成時間大約為16 小時

建議:4 weeks of study, 4-7 hours/week...
可選語言

英語(English)

字幕:英語(English)...
專項課程

第 2 門課程(共 4 門),位於

100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
中級

中級

完成時間(小時)

完成時間大約為16 小時

建議:4 weeks of study, 4-7 hours/week...
可選語言

英語(English)

字幕:英語(English)...

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
完成時間為 2 小時

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 個視頻(共 70 分鐘), 2 個閱讀材料, 1 個測驗
Video10 個視頻
Qualitative Market Research Introduction1分鐘
Essential Components of Qualitative Research10分鐘
Choosing Qualitative Research in the Market Research Process8分鐘
Choosing Qualitative Research in a Business Case Scenario5分鐘
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research6分鐘
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups7分鐘
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both10分鐘
Good and Bad Qualities for Conducting Qualitative Research4分鐘
Begin Qualitative Investigation of a Problem or Project10分鐘
Reading2 個閱讀材料
The #1 Focus Group Moderator in the World15分鐘
Get Started with Qualitative Research Checklist5分鐘
Quiz1 個練習
Module 1 Quiz30分鐘
2
完成時間(小時)
完成時間為 5 小時

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 個視頻(共 49 分鐘), 6 個閱讀材料, 2 個測驗
Video9 個視頻
Best Practices for Writing Questions and Probes6分鐘
Topic Saturation6分鐘
Process for Qualitative Research and Conducting In-Depth Interviews6分鐘
Assessing Questions by Topics and Sequence4分鐘
Designing a Moderator Guide7分鐘
Designing a "Screener" or Screening Questionnaire5分鐘
Recruitment Planning and Best Practices5分鐘
Various Ways to Recruit for Qualitative Research5分鐘
Reading6 個閱讀材料
Video: Focus Group Research 2007 BBQ Sauce Fliptop10分鐘
Suggested Activity: Begin Moderator Guide15分鐘
Suggested Activity: Create a Screener20分鐘
Sample Flier for Cellphone Focus Group5分鐘
Sample Confirmation Letter5分鐘
Review Instructor's Moderator Guide10分鐘
Quiz1 個練習
Module 2 Quiz30分鐘
3
完成時間(小時)
完成時間為 3 小時

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 個視頻(共 61 分鐘), 2 個閱讀材料, 1 個測驗
Video16 個視頻
The Purpose and Objectives of a Focus Group8分鐘
Recruiting for a Focus Group11分鐘
Getting the Right Participants to Show Up6分鐘
Introduction to Focus Groups1分鐘
Icebreakers and Introductions2分鐘
Inviting Others to Contribute1分鐘
Collecting Thoughts on a Flipchart1分鐘
Guiding Them to Prioritize1分鐘
Dealing with a Rambler3分鐘
Pair Talking to Each Other1分鐘
Allowing Group to Redirect Your Plan3分鐘
Guiding Conversation as It Takes Its Course11分鐘
Everyone Talking at Once1分鐘
Handling a Debate3分鐘
Concluding Remarks2分鐘
Reading2 個閱讀材料
Quirk's: The Focus Group Bill of Rights10分鐘
Quirk's: Dispelling the Myths about Focus Groups15分鐘
Quiz1 個練習
Module 3 Quiz30分鐘
4
完成時間(小時)
完成時間為 5 小時

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 個視頻(共 45 分鐘), 1 個閱讀材料, 3 個測驗
Video8 個視頻
Focus Group Transcription: Process and Options8分鐘
Interpreting Focus Group Notes7分鐘
Analyzing Qualitative Data8分鐘
Components of a Focus Group Report5分鐘
Writing a Focus Group Report8分鐘
Bridging from Qualitative to Quantitative Research4分鐘
Course Summary1分鐘
Reading1 個閱讀材料
Focus Group Report Example10分鐘
Quiz1 個練習
Module 4 Quiz30分鐘
4.5
職業方向

50%

完成這些課程後已開始新的職業生涯
工作福利

83%

通過此課程獲得實實在在的工作福利

熱門審閱

創建者 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.

創建者 MGJul 29th 2018

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

講師

Avatar

Susan Berman

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

關於 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....

關於 Market Research 專項課程

"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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