Dawn Eagleson
This course provides foundational knowledge necessary to properly utilize qualitative approaches that yield valuable insights. Being well versed in qualitative market research techniques is increasingly a must for every researcher. Effective qualitative research can yield robust insights into the “why” behind various respondent behaviors, perceptions and motivations. In cases where quantitative research can only scratch the surface, qualitative research can effectively surface ideas and hypotheses.
Skills / Knowledge
- Qualitative Research
- Market Research Techniques
- Data Analysis
- Data Collection
- Forms of qualitative research (including direct versus indirect (observational) techniques, and IDIs versus dyads versus focus groups)
- Use of technology in qualitative market research
- Steps involved in planning and conducting qualitative market research
- Best practices with Moderator’s guide
- Moderators
- Screener
- UX studies
- Fundamental and applied methods of analyzing and summarizing qualitative data
- Ethical issues in qualitative market research
Issued on
September 13, 2024
Expires on
Does not expire