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LinkedIn Learning

Market Research: Qualitative

via LinkedIn Learning

Overview

Prepare for a new career with $100 off Coursera Plus
Gear up for jobs in high-demand fields: data analytics, digital marketing, and more.
Learn how to conduct qualitative market research to inform your marketing strategy and business plan.

Syllabus

Introduction
  • The power of qualitative research
  • What you should know before you begin
1. What Is Qualitative Research?
  • Real results from qualitative research
  • Why qualitative researchers love emotions
  • Cutting ad waste with qualitative insights
  • Customer segmentation with qualitative insights
  • The sandwich method: Combining qualitative and quantitative techniques
2. Methods for Qualitative Market Research
  • One-on-one interviews in qualitative research
  • Image-based interviews in qualitative research
  • In-person ethnographic interviews
  • Video research: Mobile ethnography
  • Virtual focus groups
  • Usability testing
  • Choosing the right qualitative methods
3. Moderating Techniques for Qualitative Research
  • Becoming a great moderator
  • Writing powerful interview questions
  • The one question not to ask your customer
  • Establishing rapport
  • Facilitating group sessions
  • The critical step most researchers skip
  • Practice makes perfect with interviewing
4. Synthesis and Reporting
  • Analyzing qualitative data
  • Writing the report
  • Signature set of stories
Conclusion
  • Next steps

Taught by

Sarah Weise

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