Qualitative Research from Coursera

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.

What's inside

Syllabus

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.

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.

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.

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops skills needed to succeed in the full program

Builds a strong foundation for beginners

Strengthens an existing foundation for intermediate learners

Develops professional skills or deep expertise in a particular topic or set of topics

Takes a creative approach to an otherwise established topic, field, or subject

Offers a comprehensive study of one aspect of history, the arts, or the human condition

Reviews summary

Well-received qualitative research course

Learners say this well-received course on qualitative research is largely positive. Students say Susan Berman, the course's instructor, is knowledgeable and lectures with energy. The video lectures are engaging with clear explanations of complex topics. The course includes hands-on activities and practical elements that allow you to practice the skills learned.

Tasks help reinforce learning

"All the learning materials, lectures, and assignments are well-prepared and well-thought."

"review questions help us check if we understood concepts correctly, a good experience"

Comprehensive and well-structured

"Excellent content and wornderful insights. SOme more downloadable docs or handouts would be appreciated."

"The course is very well designed and presented. The instructor is amazing, and I enjoyed the classes very much."

"Esse é um curso muito completo para quem tem interesse em pesquisa de mercado. As atividades são envolventes e , de fato, proporcionam aprendizado."

Interactive and engaging assignments

"A more practical approach"

"Very practical instructions"

"The instructor did great with the course. I enjoyed every part of it."

Knowledgeable and engaging instructor

"Susan Berman is very experienced and a great instructor!"

"Susan ma'am is really awesome & the way she has given the real example of focus group is amazing."

"The Lecturer has a wealth of knowledge and is passionate about the course information which makes is worth just listening to, it helps with the learning for sure!"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Qualitative Research with these activities:

Compile Resources on Qualitative Research Methods

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Gather a collection of relevant articles, books, and online materials on qualitative research methods for future reference.

Browse courses on Qualitative Research Methods

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Conduct a literature search using reputable databases.
Identify and bookmark high-quality resources that cover the course topics.
Organize the resources into a digital or physical folder.

Review Methodology

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Refine your comprehension of research methodologies, specifically qualitative research, to strengthen your foundation for the course.

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Revisit the concept of qualitative research and its distinct features.
Review types of qualitative research methods and their appropriate applications.
Refresh your understanding of the strengths and limitations of qualitative research.

Review Quantitative Research

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Recall the theoretical underpinnings of quantitative research methods in order to critically evaluate and design qualitative research studies.

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Review core concepts of Quantitative Research including variables, scales of measurement, sampling methods, and data collection techniques.
Practice interpreting and evaluating quantitative research findings.

Eight other activities

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Create Questionnaires for Interviews

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Strengthen your ability to craft effective questionnaires for conducting interviews, improving data collection quality.

Browse courses on Quantitative Research

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Review best practices for writing clear and unbiased questions.
Practice writing open-ended and closed-ended questions.
Develop a draft questionnaire for a specific research question.

Seek Guidance from Qualitative Research Experts

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Establish connections with professionals in the field for guidance and advice on conducting qualitative research projects.

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Attend industry events or reach out to professors.
Identify potential mentors who have expertise in qualitative research methods.

Develop a Research Question

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Formulate a focused and specific research question that aligns with the qualitative research approach.

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Identify the research topic and define its scope.
Review relevant literature to identify knowledge gaps.
Draft a research question that is clear, concise, and testable.

Explore Focus Group Best Practices

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Enhance your skills in conducting effective focus groups by exploring best practices and techniques through guided tutorials.

Browse courses on Focus Groups

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Seek out and follow tutorials on planning and moderating focus groups.
Learn from experts on how to facilitate group discussions and manage participant dynamics.
Practice designing discussion guides and moderator protocols.

Learn Best Practices for Focus Group Moderation

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Acquire the essential skills for conducting effective and engaging focus group discussions.

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Enroll in online tutorials or workshops specializing in focus group moderation techniques.
Study case studies or examples of well-conducted focus groups.

Conduct Mock Focus Groups

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Practice moderating focus groups and gain hands-on experience in managing group dynamics and eliciting meaningful responses.

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Recruit friends, family, or colleagues to participate in mock focus groups.
Design a moderator guide and develop discussion questions.
Practice conducting focus groups, recording the sessions, and analyzing the data.

Engage in Peer Review of Focus Group Results

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Exchange feedback with peers to refine the analysis and interpretation of qualitative data.

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Form small groups with fellow students.
Share focus group reports and discuss key findings.
Provide constructive criticism and suggestions for improvement.

Develop a Focus Group Report

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Synthesize the findings from the focus group data and present them in a clear and concise report for stakeholders.

Browse courses on Qualitative Analysis

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Transcribe focus group recordings and analyze the data for patterns and themes.
Summarize the findings and present them in a well-organized report.
Provide actionable recommendations based on the research insights.

Career center

Learners who complete Qualitative Research will develop knowledge and skills that may be useful to these careers:

Qualitative Researcher

Qualitative Researchers typically have a master's degree in sociology, psychology, political science, or education. A PhD is typically required for those who want to teach at the university level. This course in particular would be useful for those looking for a career as a Qualitative Researcher. This course covers methods of qualitative research.

See salaries and explore the career path for Qualitative Researcher

User Researcher

User Researchers typically need a bachelor's degree in a field related to computers, design, or business. While some roles may require an advanced degree, this is typically not the case. The competitive nature of the field makes obtaining any related degree, such as a course in qualitative research, very useful.

See salaries and explore the career path for User Researcher

Market Researcher

Market Researchers are typically required to hold a bachelor's degree, and many have a master's degree in business or marketing. Those with advanced degrees can increase their marketability in this competitive field. Given that this course is part of a specialization in Market Research, one might find this course useful. A portion of the syllabus in particular focuses on designing market research surveys.

See salaries and explore the career path for Market Researcher

Marketing Manager

Marketing Managers typically need a bachelor's degree in marketing, communications, or a related field. An MBA may be helpful to advance in this role. This course in particular may be useful in the early stages of a career, and can help build a foundation upon which additional knowledge can be layered.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers typically need a bachelor's degree in business or a related field, such as computer science or engineering. An MBA may be helpful to advance in this role. This course in particular may be useful to build a foundation for those interested in the marketing side of product management.

See salaries and explore the career path for Product Manager

Marketing Consultant

Marketing Consultants typically need a bachelor's degree in marketing or a related field. Consultants generally need an MBA to work with large companies. This course in particular may be useful to build a foundation for those interested in developing a career as a Marketing Consultant.

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Brand Manager

Brand Managers typically need a bachelor's degree in marketing or a related field, and most have an MBA. This course in particular may be useful for those interested in the marketing side of brand management.

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Neuromarketer

Neuromarketers typically require a bachelor's degree in a relevant field, such as marketing, psychology, neuroscience or business. This course can help build a foundation for those looking to develop a career in an emerging field.

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Public Relations Specialist

Public Relations Specialists typically need a bachelor's degree in public relations, communications, journalism, or a related field. An MBA may be helpful to advance in this role. This course in particular may be useful to build a foundation for those interested in developing a career as a Public Relations Specialist.

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Social Media Manager

Social Media Managers typically need a bachelor's degree in marketing or a related field. This course in particular may be useful to build a foundation for those interested in developing a career as a Social Media Manager.

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Advertising Account Manager

Advertising Account Managers typically need a bachelor's degree in marketing, sales or a related field. An MBA may be helpful for career advancement. This course in particular may be useful to build a foundation for those interested in the advertising side of marketing.

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Journalist

Journalists typically need a bachelor's degree in journalism or a related field. Some employers will accept a degree in a field related to the topic covered. This course in particular may be useful to build a foundation for those interested in journalism which requires an ability to gather and interpret data.

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Research Analyst

Research Analysts typically need a bachelor's degree in finance, economics, or mathematics. A master's degree is often required to advance. This course may be useful to build a foundation for those interested in developing a career as a Research Analyst.

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Data Scientist

Data Scientists typically need a master's degree in a relevant field, such as statistics or computer science. A bachelor's degree in mathematics, computer science, or a related quantitative field may suffice. This course may be useful in the early stages of a career, and can help build a foundation upon which additional knowledge can be layered.

See salaries and explore the career path for Data Scientist

Business Analyst

Business Analysts typically need a bachelor's degree in business, computer science, or a related field, and many have a master's degree. This course may be useful to build a foundation for those interested in developing a career as a Business Analyst.

See salaries and explore the career path for Business Analyst