Explore

Qualitative Research

Approx. 15 hours to complete

Save Course

Go to Course

Course Summary

This course provides an introduction to qualitative research methods and their application in social science research. Students will learn how to design and conduct qualitative research, analyze data, and present findings to a broader audience.

Key Learning Points

Understand the philosophy and principles of qualitative research
Learn how to design and conduct a qualitative research project
Explore different techniques for analyzing qualitative data
Develop skills in presenting qualitative research findings
Gain practical experience in conducting qualitative research

Job Positions & Salaries of people who have taken this course might have

- USA: $35,000 - $50,000
- USA: $35,000 - $50,000
- USA: $60,000 - $90,000
- USA: $35,000 - $50,000
- USA: $60,000 - $90,000
- USA: $70,000 - $100,000

Learning Outcomes

Understand the basic principles of qualitative research
Design and conduct a qualitative research project
Analyze qualitative data and report findings effectively

Prerequisites or good to have knowledge before taking this course

Basic knowledge of research methods
Access to a computer and internet connection

Course Difficulty Level

Beginner

Course Format

Online self-paced course
Video lectures
Quizzes and assignments
Discussion forums

Similar Courses

Foundations of Qualitative Research
Qualitative Methods in Social Science Research

Related Education Paths

Notable People in This Field

Dr. Norman K. Denzin
Dr. Annette Lareau

Related Books

Description

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. Write questions and prompts to ask in an interview or focus group. Design a moderator guide and a screening questionnaire to use when recruiting your participants. Week 3: Recruit participants for your focus group and apply techniques to ensure they show up and participate. Act as a moderator during your focus group and apply strategies to handle various types of situations. Probe responses and engage participants in a group discussion, while collecting qualitative data and keep the discussion moving. Week 4: Organize and analyze the data you have collected. Transcribe the audio from your focus group or interview and interpret your notes. Write a focus group report that can be presented to your stakeholders and see how this information might relate to your quantitative research. Take Qualitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the first course in this specialization, Research Report: Initiating Research, before taking this course. By completing the second class in the Specialization you will gain the skills needed to succeed in the full program.

Knowledge

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

Outline

Getting Started and Qualitative Research
Course Introduction
Qualitative Market Research Introduction
Essential Components of Qualitative Research
Choosing Qualitative Research in the Market Research Process
Choosing Qualitative Research in a Business Case Scenario
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both
Good and Bad Qualities for Conducting Qualitative Research
Begin Qualitative Investigation of a Problem or Project
A Note from UC Davis
The #1 Focus Group Moderator in the World
Get Started with Qualitative Research Checklist
Module 1 Quiz

Design Qualitative Instruments and Plan Recruiting
Design Qualitative Instruments and Plan Recruiting Introduction
Best Practices for Writing Questions and Probes
Topic Saturation
Process for Qualitative Research and Conducting In-Depth Interviews
Assessing Questions by Topics and Sequence
Designing a Moderator Guide
Designing a "Screener" or Screening Questionnaire
Recruitment Planning and Best Practices
Various Ways to Recruit for Qualitative Research
Video: Focus Group Research 2007 BBQ Sauce Fliptop
Suggested Activity: Begin Moderator Guide
Suggested Activity: Create a Screener
Sample Flier for Cellphone Focus Group
Sample Confirmation Letter
Review Instructor's Moderator Guide
Module 2 Quiz

Conduct a Focus Group
Introduction to Focus Groups: From Design to Implementation
The Purpose and Objectives of a Focus Group
Recruiting for a Focus Group
Getting the Right Participants to Show Up
Introduction to Focus Groups
Icebreakers and Introductions
Inviting Others to Contribute
Collecting Thoughts on a Flipchart
Guiding Them to Prioritize
Dealing with a Rambler
Pair Talking to Each Other
Allowing Group to Redirect Your Plan
Guiding Conversation as It Takes Its Course
Everyone Talking at Once
Handling a Debate
Concluding Remarks
Quirk's: The Focus Group Bill of Rights
Quirk's: Dispelling the Myths about Focus Groups
Module 3 Quiz

Analyze, Interpret and Communicate Qualitative Market Research Data
Analyze, Interpret, and Communicate Qualitative Market Research Data Introduction
Focus Group Transcription: Process and Options
Interpreting Focus Group Notes
Analyzing Qualitative Data
Components of a Focus Group Report
Writing a Focus Group Report
Bridging from Qualitative to Quantitative Research
Course Summary
Focus Group Report Example
Module 4 Quiz

Summary of User Reviews

Discover the world of qualitative research in this comprehensive course on Coursera. Learn how to conduct interviews, analyze data, and present your findings. Students have praised the course for its engaging content and practical applications.

Key Aspect Users Liked About This Course

The course provides practical applications that help students learn how to conduct interviews, analyze data and present their findings.

Pros from User Reviews

Engaging and informative content
Practical applications that help students learn and apply the concepts
Well-structured course with clear explanations
Great instructor who provides useful feedback
Good for beginners who want to learn about qualitative research

Cons from User Reviews

Some students found the course material to be too basic
Limited resources for further study
Some students found the course to be too theoretical
Not suitable for those who want to learn about quantitative research
Some students experienced technical difficulties with the platform

Recommended for you

MBA Diploma(Master)

Helpful course This course is divided in 8 branches to cover the branches Accounting course Sales course Advertising course Management course...

Save Course

Inclusive Analytic Techniques

Many policies, products, services or processes that we think of as gender-neutral actually have gendered outcomes. The question is, what can you do to change this?...

Save Course

Qualitative Research Design

This course introduces qualitative research, compares and contrasts qualitative and quantitative research approaches, and provides an overview of qualitative methods for data collection....

Save Course

Customer Insights: New Product Development Orientation

This course is the first in the Customer Insights and New Product Development (CIPD) specialization. MODULE 0: Orientation and Introduction to the Case Study Method...

Save Course