Join Cheryl Ladd for an in-depth discussion in this video Creating a screener, part of Marketing Foundations: Qualitative Research.
- [Instructor] In any marketing research project,…who you talk to can influence what you hear.…It doesn't matter how many people you talk to.…If they aren't the right people,…you'll likely end up with incorrect…or irrelevant information.…To ensure that you recruit the right people,…you'll need to provide a screener.…This is the document used to screen people…in order to determine if they fit the criteria…you need for your study.…We refer to these as the inclusion…and exclusion criteria.…Begin by determining who it is you need to talk to.…Should your respondents have specific experience,…use a certain brand, shop at a particular store,…be a specific age or some combination thereof?…Do you wanna exclude someone with specific experience…or who uses a specific product?…Do you want a mix?…For example, in a study with diabetes patients,…the client may want to talk to type one diabetes patients…and type two.…
Once you've determined the characteristics that you do…and do not want, then you begin to build a screener…with questions that will identify whether the person…
- 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
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
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