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Introduction to Qualitative Research in Marketing

Definition of Qualitative Research

Importance and Role of Qualitative Research in Marketing

Differences and Similarities between Qualitative and Quantitative Research 

Deep Dive into Qualitative Research Techniques

Overview of various Qualitative Research Techniques

Focus on Interviews and Focus Groups

Interviews as a Qualitative Research Method

Understanding Interviews

Definition and Explanation

Types of Interviews: Structured, Semi-Structured and Unstructured

Planning and Conducting Interviews

Designing an Interview Guide

Sampling and Selecting Participants

Conducting the Interview

Analyzing Interview Data

Transcription and Coding

Interpretation and Reporting Results

Focus Groups as a Qualitative Research Method

Understanding Focus Groups

Advantages and Limitations

Planning and Conducting Focus Groups

Selecting a Moderator

Determining the Size and Composition of the Group

Creating a Discussion Guide

Conducting the Focus Group

Analyzing Focus Group Data

Ethical Considerations in Qualitative Research

Importance of Ethics in Qualitative Research

Informed Consent, Anonymity and Confidentiality

Addressing Ethical Issues in Interviews and Focus Groups

Practical Applications of Interviews and Focus Groups in Marketing

Case Studies Demonstrating the Use of Interviews and Focus Groups

Lessons Learned and Best Practices

Future Trends in Qualitative Research: Virtual Interviews and Focus Groups

Conclusion

Recap of the Key Points

Importance of Qualitative Research in Shaping Effective Marketing Strategies.

Quiz

This course will provide students with the necessary skills to conduct and analyze interviews and focus groups in the context of qualitative research. Students will learn about various interviewing techniques, the process of designing and facilitating focus groups, and the methods for analyzing and interpreting qualitative data.

Qualitative Research: Interviews and Focus Groups

Welcome to the course on Qualitative Research: Interviews and Focus Groups. In this course, we will delve into the world of qualitative research, specifically focusing on the use of interviews and focus groups as research techniques in the field of marketing. We will begin by exploring the definition of qualitative research and its importance and role in shaping marketing strategies. Through this, we will also examine the differences and similarities between qualitative and quantitative research, providing a solid foundation for understanding the unique contributions of qualitative research in marketing.

As we progress through the course, we will take a deep dive into qualitative research techniques, with a specific focus on interviews and focus groups. We will explore the various types of interviews, including structured, semi-structured, and unstructured interviews, and understand the intricacies of planning, conducting, and analyzing interview data. Similarly, we will delve into the world of focus groups, examining the advantages and limitations, as well as the ethical considerations that come into play when conducting both interviews and focus groups. Furthermore, we will look at practical applications of interviews and focus groups in marketing through case studies, lessons learned, and best practices, while also exploring future trends such as virtual interviews and focus groups. By the end of this course, you will have a comprehensive understanding of the role of qualitative research in marketing and the practical skills needed to conduct interviews and focus groups effectively.