3041 - Bringing Consumers to Life: Qualitative Research
Course Description
Learn how to reach and understand consumers using qualitative research techniques, including online focus groups and mobile technology. In this course, you'll explore the steps of qualitative research, including how to define a focus group's target, create a discussion outline and interpret results. You'll help organize mock focus groups and put your new qualitative research skills into action. Case studies will illustrate how qualitative is used to help inform successful product introductions. In this course you will also discuss how qualitative research and analysis is evolving with new technologies including AI. By the course's end, you will appreciate and understand qualitative marketing research as an integral part of innovation and the business process.
Learning Outcomes
- Commission the right qualitative marketing research for each situation.
- Design your own qualitative research and consumer focus group.
- Interpret results of qualitative research and apply the findings to business questions.
- Understand new qualitative research techniques including the use of AI
- Leverage marketing research to introduce a product or service innovation.
Recommendations
3040 Foundations of Marketing Research
This course may be applied towards the SCS Certificate(s) in
- Marketing - Advanced : Main Courses
- Marketing Research : Required Courses