Qualitative Research

This module introduces the essential components of qualitative research and explores the various qualitative research methods. It also covers the limitations and risks of qualitative market research, providing a comprehensive understanding of qualitative research processes and strategies.

Module 2 focuses on designing qualitative instruments and planning recruiting strategies. It provides best practices for writing questions and probes, designing moderator guides, and creating screening questionnaires for focus group recruitment. The module also includes activities to apply the learned concepts.

Module 3 delves into the process of conducting focus groups, from recruiting the right participants to managing group discussions and handling various situations. It covers the purpose and objectives of focus groups, as well as strategies for ensuring active participation and effective moderation.

The final module focuses on analyzing, interpreting, and communicating qualitative market research data. It includes the process of transcribing focus group discussions, interpreting notes, and writing focus group reports following common business practices. The module also discusses bridging from qualitative to quantitative research.