Join Cheryl Ladd for an in-depth discussion in this video Creating a discussion guide, part of Marketing Foundations: Qualitative Research.
- [Instructor] Thomas Berger was a well known novelist…who said "The art and science of asking questions…"is the source of all knowledge."…That is what a qualitative discussion guide is all about:…asking questions that allow respondents…to beyond top of mind responses.…The result is the discovery of insights…that will enable your client…to really understand their customer.…The first thing to know about the guide is…that it is not a questionnaire, it's a guide,…and the goal is to generate discussion.…Every question should have a purpose relative…to the goals of the project.…
In other words, while it may appear…to be an unstructured conversation,…it is actually well orchestrated…to inform the client's objectives.…Although each discussion guide will…be unique to the given project,…there is a general structure and flow to be followed.…The introduction is critical, as it sets the tone…for the rest of the group.…You want to begin by explaining the purpose…of the group, setting ground rules,…and allowing introductions.…
- What is qualitative research?
- The benefits of qualitative research
- Identifying your objectives and methodology
- Creating screeners and discussion guides
- Defining the timeline and logistics
- Writing a report
- Asking questions
- Moderating a group
Skill Level Intermediate
Online Marketing Foundations: Digital Marketing Researchwith Adriaan Brits1h 23m Appropriate for all
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
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