VIC: Fundamentals of Qualitative Research 2019


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

Event information:




8:30 – 9:00


9:00 - 9:30

Christine Maddern/ Fiona Hughes

An introduction to Qualitative research

What is qualitative research? Why conduct qualitative research?

9:30 – 10:45

Christine Maddern/ Fiona Hughes

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.

10:45 – 11:15

Morning tea

11:15 – 12:30

Christine Maddern/ Fiona Hughes

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.

12:30 – 1:30


1:30 – 2:15

Lisa Salas

2:15 – 3:00

Christine Maddern/ Fiona Hughes

An introduction to professional standards and the AMSRS Code of Professional Behaviour

Projective techniques in Qualitative Research

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.

When to use stimulus. Projective techniques – how to use and not abuse, practical uses of projective techniques in qualitative projects.

3:00 – 3:30

Afternoon tea

3:30 – 5:00

Christine Maddern/ Fiona Hughes

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 Format: Fundamentals Course
Date: Thursday 17th October, 2019
Location: Tonic House 386 Flinders Ln, Melbourne VIC
Event Cost: $250 Members
$750 Non Members
To get the $500 course + Membership deal, please email
QPR Points: nil
Inclusions: Morning Tea, Lunch and Afternoon Tea

Event information

Date: 17th Oct 19

Start Time:

Tonic House, 386 Flinders Lane, Melbourne 3000

Member Price: AU $ 250.00

Non-member Price: AU $ 750

Your Price: AU $ 750.00


  • Event date has passed
  • Registrations are closed

Registrations Open: 30th Nov 18 12:00 AM

Registrations Close: 22nd Oct 19 11:59 PM