VIC: Fundamentals of Qualitative Research
27th Oct 20
This course provides both an introduction and a refresher to the role and basic methods of qualitative research. This course will benefit people who have limited experience in conducting qualitative research – be that new entrants into the marketing and social research field or quantitative practitioners wishing to learn more about qualitative research. There are no prerequisites for this course.
Those who are new to qualitative research (on the buyer or supplier side), quantitative researchers and those seeking a refresher in preparing for the QPR assessment.
On successful completion of this course, participants will be able to:
- Appreciate the value of qualitative research as a critical component to the practice of market and social research
- Describe how qualitative research differs from quantitative research
- Recognise when qualitative research is most appropriate
- Understand the process logistics involved in running a qualitative project
- Describe the differences between the main types of qualitative data collection: focus groups, in-depth interviews, observation, online qual etc
- Understand the role of the moderator and how to create the right environment for respondents
- Learn different approaches to eliciting responses from respondents
- Learn different tools for handling problems during interviewing
- Understand why getting below the surface of respondent behaviour is important
- Describe different ways of eliciting a deeper consumer response through enabling techniques
- Structure qualitative recruitment according to the research objectives and budget
- Identify ways of developing a sound working relationship with your recruiter
- Understand the implications of ethics and privacy in qualitative research
- Understand the process of analysis and report writing for qualitative research
An Introduction to Qualitative Research
- What is qualitative research? Why conduct qualitative research?
When to use Qualitative research and overview of the different qualitative methods
- Strengths and weaknesses of qualitative and quantitative research.
- When is each appropriate?
- Qual design considerations in thinking about data collection options available.
The basics of Qualitative moderation
- The role of the discussion guide, basics of moderating groups and depth interviews.
- Group dynamics and avoiding bias in qualitative situations.
An introduction to professional standards and the Research Society Code of Professional Behaviour
- This section explores the problem of declining response rates and what as an industry we can do encourage participation in market and social research projects.
Projective techniques in Qualitative Research
- When to use stimulus.
- Projective techniques – how to use and not abuse, practical uses of projective techniques in qualitative projects.
Analysis of qualitative information and report writing
- Putting it all together – interpretation – presentation and practical examples of how to draw conclusions from qualitative data.
Date: 27th Oct 20
NSW | ACT | VIC | TAS: 9.00am-5.00pm
10-15 min before start time
Tonic House, 386 Flinders Lane, Melbourne 3000
Member Price: AU $ 250.00
Non-member Price: AU $ 750
Your Price: AU $ 750.00
Registrations Open: 18th May 20 12:00 AM
Registrations Close: 28th Oct 20 11:59 PM