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Overview
Features
- 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 course offered by Coursera in partnership with UC Davis 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.
Programme Structure
Course structure:
- Design Qualitative Instruments and Plan Recruiting
- 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
Key information
Duration
- Part-time
- 1 days
Start dates & application deadlines
You can apply for and start this programme anytime.
Language
English
Delivered
Online
- Self-paced
Campus Location
- Mountain View, United States
Disciplines
Marketing View 94 other Short Courses in Marketing in United StatesWhat students do after studying
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Academic requirements
We are not aware of any specific GRE, GMAT or GPA grading score requirements for this programme.
English requirements
We are not aware of any English requirements for this programme.
Other requirements
General requirements
- Intermediate level
- At least 2 years business experience.
Tuition Fees
Tuition fees are shown in and the most likely applicable fee is shown based on your nationality.
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International Applies to you
Applies to youNon-residentsFree - Out-of-StateFree
Additional Details
- Audit: free access to course materials except graded items
- Certificate: a trusted way to showcase your skills
- A year of unlimited access with Coursera Plus $199
Funding
Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project.
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