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.

Designed for:

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.

Learning outcomes:

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

Learning Topics:

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.

Event information

Date: 27th Oct 20

Start Time:
NSW | ACT | VIC | TAS: 9.00am-5.00pm

Arrival Time:
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