Who want to understand, manage, or DIY qualitative research projects.

All seminars on this level are free as they are so fundamental to an
understanding of good practice.

Module 1.1    10 things you need to know before doing your own qualitative research

• Why can’t anyone who is good at chatting to people just go out and do some research?
• 10 really important thoughts in less than 10 minutes.
• Access here

1.2   What is qualitative research and how can it be reliable and valid?

• What is the nature of qualitative research?
• Why is it useful and important in marketing research?
• How does it fit with quantitative research?
• In what ways can information from a small sample be reliable and valid?
•  Access here

1.3   Truth, lies and audiotape – 5 effects that could sink your research (and how to manage them)

• Reflexivity and expectation bias
• Loss of contextual factors that affect decisions
• Impression management and defence mechanisms
• Things people can’t or won’t say
• 90% of us think we are in the top 10% for driving ability – and other illusions, biases and heuristics
• Access here

1.4   What do you look for in a good moderator or researcher?

• What’s the difference between a moderator and a researcher?
• What skills are involved in designing and delivering research projects?
• How do you know when a person is a good moderator?
• Common mistakes in moderating
• Access here

1.5   What does your research have to do with the Nuremberg trials?

• Codes, ethics and why they matter
• Data Protection –  don’t leave yourself open to complaints or litigation.
• Access here

1.6   What qualitative methods can I use?

• An overview of the top 20 or so
• Using groups and depths
• How do online groups and depths differ from face to face?
• Access here

1.7   Writing effective briefs and proposals

• If you don’t get this part right, nothing will be right
• Detailed list of considerations for a brief
• Sections of  a proposal and a downloadable template to help your proposals shine
• Access presentation here
• QM Ultimate brief template
• QM Proposals Ultimate Template

1.8  Step by step to the process and practicalities of running a project

• What you need to do, with whom, when and at what time?
• An outline guide to sampling and recruitment
• Access here

1.9   Help: I need to do some depth interviews

• How to plan an interview for the best results
• Tips for interview guides
• Basic interviewing skills to avoid leading or bias
• The importance of  listening
• Maintaining interest and energy
• Dealing with over-talkative and shy respondents
• How to close
• Access here

1.10  Help: I need to run a focus group

• Basics of group dynamics and why they matter
• Planning a discussion guide
• Good practice in moderating skills
• A simple way of dealing with difficult respondents
• Access here

Why Should I use a Professional Moderator  (from the US-based QRCA)

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