On-Demand Seminar
10 things you need to know before using qualitative research
Are you going to be doing, buying or selling qualitative research?
If anyone asks, its not enough to just say 'its not about numbers, its about understanding' or 'it goes into a lot more depth than quant' because they will have questions about what types of understanding it can provide, what do you mean by 'depth' and how valid can it be when sample sizes are so small?
Maybe you need to write a good qualitative brief, or try your hand at moderating. You need to know what qual is all about, what its advantages and drawbacks are and why running groups is not as easy as professional moderators make it look.
- 1. What qual is and what its not: principles, defining characteristics and underlying assumptions
- 2. Qualitative methodologies and data
- 3. Multiple perspectives
- 4. Overview of the research process
- 5. Advantages and disadvantages of interviewing methods
- 6. The researcher as the research instrument
- 7. Managing the underlying interview process
- 8. Sample sizes
- 9. Models of 'depth'
- 10. Validity and reliability of qual
Succinctly summarise what a qualitative approach involves and why it's valuable
Describe qualitative methodologies and the advantages and drawbacks of interview-based methods
Understand why moderators and interviewers take the aproaches they do
You'll be able to promote qual and/or defend the use of qualitative methods against common objections
- Optional pre-course exercise - experience the difference between a qualitative and quantitative approach
- Course notes
- Post-seminar coaching exercise and some thunks (yes, thunks) to think about and discuss with colleagues.
An on-demand seminar is pre-recorded so you can watch the seminar at a time convenient to you. Included is an option to ask questions via a secure link after the seminar. The seminar can also be given live so you can interact with the presenter in real time in Bespoke option. See Bespoke option.