Об этом курсе
4.5
Оценки: 55
Рецензии: 7
Специализация

Курс 2 из 4 в программе

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Часов на завершение

Прибл. 16 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 4-7 hours/week...
Доступные языки

Английский

Субтитры: Английский
Специализация

Курс 2 из 4 в программе

100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Промежуточный уровень

Промежуточный уровень

Часов на завершение

Прибл. 16 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 4-7 hours/week...
Доступные языки

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
Часов на завершение
2 ч. на завершение

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 видео ((всего 70 мин.)), 2 материалов для самостоятельного изучения, 1 тест
Video10 видео
Qualitative Market Research Introduction1мин
Essential Components of Qualitative Research10мин
Choosing Qualitative Research in the Market Research Process8мин
Choosing Qualitative Research in a Business Case Scenario5мин
Common Qualitative Research Methods (Part 1): Background, Observational, and Panel Research6мин
Common Qualitative Research Methods (Part 2): In-Depth Interviews and Focus Groups7мин
Limitations and Risk of Qualitative Market Research: Accept Limitations, Mitigate Risks, and Communicate Both10мин
Good and Bad Qualities for Conducting Qualitative Research4мин
Begin Qualitative Investigation of a Problem or Project10мин
Reading2 материала для самостоятельного изучения
The #1 Focus Group Moderator in the World15мин
Get Started with Qualitative Research Checklist5мин
Quiz1 практическое упражнение
Module 1 Quiz30мин
Неделя
2
Часов на завершение
5 ч. на завершение

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 видео ((всего 49 мин.)), 6 материалов для самостоятельного изучения, 2 тестов
Video9 видео
Best Practices for Writing Questions and Probes6мин
Topic Saturation6мин
Process for Qualitative Research and Conducting In-Depth Interviews6мин
Assessing Questions by Topics and Sequence4мин
Designing a Moderator Guide7мин
Designing a "Screener" or Screening Questionnaire5мин
Recruitment Planning and Best Practices5мин
Various Ways to Recruit for Qualitative Research5мин
Reading6 материала для самостоятельного изучения
Video: Focus Group Research 2007 BBQ Sauce Fliptop10мин
Suggested Activity: Begin Moderator Guide15мин
Suggested Activity: Create a Screener20мин
Sample Flier for Cellphone Focus Group5мин
Sample Confirmation Letter5мин
Review Instructor's Moderator Guide10мин
Quiz1 практическое упражнение
Module 2 Quiz30мин
Неделя
3
Часов на завершение
3 ч. на завершение

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 видео ((всего 61 мин.)), 2 материалов для самостоятельного изучения, 1 тест
Video16 видео
The Purpose and Objectives of a Focus Group8мин
Recruiting for a Focus Group11мин
Getting the Right Participants to Show Up6мин
Introduction to Focus Groups1мин
Icebreakers and Introductions2мин
Inviting Others to Contribute1мин
Collecting Thoughts on a Flipchart1мин
Guiding Them to Prioritize1мин
Dealing with a Rambler3мин
Pair Talking to Each Other1мин
Allowing Group to Redirect Your Plan3мин
Guiding Conversation as It Takes Its Course11мин
Everyone Talking at Once1мин
Handling a Debate3мин
Concluding Remarks2мин
Reading2 материала для самостоятельного изучения
Quirk's: The Focus Group Bill of Rights10мин
Quirk's: Dispelling the Myths about Focus Groups15мин
Quiz1 практическое упражнение
Module 3 Quiz30мин
Неделя
4
Часов на завершение
5 ч. на завершение

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 видео ((всего 45 мин.)), 1 материал для самостоятельного изучения, 3 тестов
Video8 видео
Focus Group Transcription: Process and Options8мин
Interpreting Focus Group Notes7мин
Analyzing Qualitative Data8мин
Components of a Focus Group Report5мин
Writing a Focus Group Report8мин
Bridging from Qualitative to Quantitative Research4мин
Course Summary1мин
Reading1 материал для самостоятельного изучения
Focus Group Report Example10мин
Quiz1 практическое упражнение
Module 4 Quiz30мин
4.5
Рецензии: 7Chevron Right
Формирование карьерного пути

50%

начал новую карьеру, пройдя эти курсы
Карьерные преимущества

50%

получил значимые преимущества в карьере благодаря этому курсу

Лучшие рецензии

автор: 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.

автор: MGJul 29th 2018

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

Преподаватель

Avatar

Susan Berman

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

О 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....

О специализации ''Market Research'

"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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