You are here

Learn a comprehensive view of what qualitative research is how such projects are executed!

Click here to qualify for Qualitative Market Research Special DiscountMRII and the University of Georgia will be offering a new online course (anticipated 10-20 hours) – Qualitative Market Research!

This online course will provide you with a thorough overview of the full realm of qualitative research modalities, how, when and why they are utilized, as well as the various important steps necessary to plan, execute and report the findings of qualitative studies. Effective qualitative research can yield a robust and complex understanding of the “why” behind various respondent behaviors, perceptions and motivations. It can effectively surface ideas and hypotheses that quantitative research can only scratch the surface of. This course will give you the tools necessary to properly utilize qualitative approaches that yield valuable insights.

Graduates receive University of Georgia continuing education units (CEUs) as well as a digital badge.

Learning Objectives

After completing this course you should be able to:

  1. Explain the differences between qualitative and quantitative research in terms of objectives, sample characteristics, types of data provided, analysis methods, outcomes and when to choose each.
  2. List some of the types of business decisions that qualitative research can be used to inform.
  3. Give examples of misapplications of qualitative research and explain why it should not be used in these ways.
  4. Identify the different forms of qualitative research including direct versus indirect (observational) techniques, and IDIs versus dyads versus focus groups, and understand the relative strengths and weaknesses of each, and when each should be used.
  5. Discuss the use of technology in qualitative research, including the opportunities offered by mobile technologies.
  6. List the steps involved in planning and conducting qualitative research, including the determination of an appropriate qualitative method, selecting qualitative research partners, developing the tools required to execute the research, and understanding the differences between domestic and international projects.
  7. Describe how a Moderator’s guide is different than a questionnaire. Discuss the best practices associated with building a successful Moderator’s guide and observational report.
  8. Discuss how to manage client participation in qualitative settings and how to set expectations in the interpretation of results.
  9. Discuss the fundamental methods of analyzing and summarizing qualitative data.
  10. Give examples of ethical issues specifically related to the conduct and interpretation of qualitative research.

Who Should Attend?

  • Entry-level researchers looking for a solid introduction to all aspects of qualitative research.
  • Mid-level staff seeking to expand their skillset.
  • Experienced researchers looking to catch up with the latest developments.
  • Corporations seeking professional development options for their internal training portfolio.
  • Suppliers seeking courses for new-employee onboarding.
  • Researchers whose job involves leading or contributing to project design.
  • Analysts needing to understand how a data collection method can create bias.
  • Client-side researchers responsible for writing RFPs and evaluating proposals.
  • People just entering the research field who want to understand the power and proper use of qualitative studies

Course Author

Jeff WalkowskiJeff Walkowski – Principal,
Jeff is the principal of Inc., a consulting firm providing traditional and online qualitative research services to a wide range of industries including health care, financial services, automotive, and information services. He was educated as a quantitative specialist and entered the industry in the 1980s as a statistician. He later discovered his talents as a Moderator and evolved into a qualitative specialist by the mid-1990s.

Jeff’s specialty is online qualitative. He has conducted over 700 online sessions (real-time chats and multi-day message boards); he has spoken about online qualitative at conferences in North America, Europe, and Asia; and he has published articles on the subject. Jeff co-chaired the Online Qualitative Research Task Force of the Qualitative Research Consultants Association, co-edited Qualitative Research Online (Research Publishers LLC, 2004), and co-developed a training course to help traditional Moderators adapt their skills to the online environment.

Course Information

Course Date Info: 

Anticipated course release in mid-2018.

Details are subject to change without notice.