課程信息

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學生職業成果

60%

完成這些課程後已開始新的職業生涯

50%

通過此課程獲得實實在在的工作福利

20%

加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始,按照自己的計劃學習。
第 2 門課程(共 4 門)
可靈活調整截止日期
根據您的日程表重置截止日期。
中級

At least 2 years business experience.

完成時間大約為15 小時
英語(English)
字幕:英語(English)

您將學到的內容有

  • 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

您將獲得的技能

Sample CollectionQualitative ResearchSample Size DeterminationSample PreparationFocus Group

學生職業成果

60%

完成這些課程後已開始新的職業生涯

50%

通過此課程獲得實實在在的工作福利

20%

加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始,按照自己的計劃學習。
第 2 門課程(共 4 門)
可靈活調整截止日期
根據您的日程表重置截止日期。
中級

At least 2 years business experience.

完成時間大約為15 小時
英語(English)
字幕:英語(English)

提供方

加州大学戴维斯分校 徽標

加州大学戴维斯分校

教學大綱 - 您將從這門課程中學到什麼

1

1

完成時間為 2 小時

Getting Started and Qualitative Research

完成時間為 2 小時
10 個視頻 (總計 70 分鐘), 3 個閱讀材料, 1 個測驗
10 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
3 個閱讀材料
A Note from UC Davis10分鐘
The #1 Focus Group Moderator in the World15分鐘
Get Started with Qualitative Research Checklist5分鐘
1 個練習
Module 1 Quiz30分鐘
2

2

完成時間為 5 小時

Design Qualitative Instruments and Plan Recruiting

完成時間為 5 小時
9 個視頻 (總計 49 分鐘), 6 個閱讀材料, 2 個測驗
9 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
6 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
1 個練習
Module 2 Quiz30分鐘
3

3

完成時間為 3 小時

Conduct a Focus Group

完成時間為 3 小時
16 個視頻 (總計 61 分鐘), 2 個閱讀材料, 1 個測驗
16 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
2 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
1 個練習
Module 3 Quiz30分鐘
4

4

完成時間為 5 小時

Analyze, Interpret and Communicate Qualitative Market Research Data

完成時間為 5 小時
8 個視頻 (總計 45 分鐘), 1 個閱讀材料, 3 個測驗
8 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
1 個閱讀材料
Focus Group Report Example10分鐘
1 個練習
Module 4 Quiz30分鐘

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關於 市场调查 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....
市场调查

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