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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/qualitative-research
课程评论：没有评论
课程总结：定性研究 该课程是市场研究专业中的第二门课程，深入探讨定性市场研究方法，从设计到实施再到分析。 第一周：定义定性研究，了解其与定量研究的区别。探索多种定性研究方法，评估在何时及如何使用这些方法进行研究项目。 第二周：设计进行访谈或焦点小组所需的定性工具，规划招募工作。撰写访谈或焦点小组中需要提出的问题和提示，设计主持人指南和筛选问卷，以招募参与者。 第三周：招募焦点小组的参与者，应用技术确保他们的到场和参与。作为焦点小组的主持人应用策略处理各种情况，深入探讨参与者的回应并引导小组讨论，同时收集定性数据，保持讨论的活跃。 第四周：整理和分析收集的数据。转录焦点小组或访谈的音频并解读笔记，撰写可向利益相关者呈现的焦点小组报告，并探讨这些信息如何与定量研究相关联。 该课程可单独学习，也可以作为市场研究专业的一部分。建议在参加此课程之前，具备完成本系列课程第一门课“研究报告：启动研究”的相应经验。完成这第二门课后，您将获得在整个项目中取得成功所需的技能。 课程大纲语言描述： - 模块一：了解定性研究，熟悉定性与定量研究的区别，选择适当的定性研究方法，并识别定性研究的局限性及相关风险。 - 模块二：掌握撰写符合定性研究最佳实践的问题，设计主持人指南和筛选问卷，找出适合的招募参与者场所与方法。 - 模块三：实际应用所学知识，成功召开焦点小组，了解最佳实践及常见失误，锻炼有效主持焦点小组的必要技能。 - 模块四：掌握定性数据的转录、解读与分析，撰写定性研究报告，促进定性结果与定量研究设计的衔接。 本课程将帮助学员建立定性市场研究的基础，为进一步的学习做好准备。
Name:Getting Started and Qualitative Research
Description: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.
Name:Design Qualitative Instruments and Plan Recruiting
Description: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.
Name:Conduct a Focus Group
Description: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.
Name:Analyze, Interpret and Communicate Qualitative Market Research Data
Description: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.
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.
