Join Cheryl Ladd for an in-depth discussion in this video Project logistics, part of Marketing Foundations: Qualitative Research.
- [Instructor] Although moderating the focus groups…or interviews is the front and center part…of executing the research,…there are many other steps that have to happen,…and things to consider, before…you actually conduct the research.…These include deciding the location for the research,…selecting a facility, and managing the field agency.…In deciding where to conduct the research,…there are number of factors to be considered.…Sometimes research will be conducted…in more than one geographic location…to capture diverse views.…You could imagine that people in New York City…might have a different opinion…than people in Des Moines or Tampa.…
Often clients want to steer clear…of their own local headquarters,…or those of their competitors,…as people in those locations may be…more informed about a product, brand,…or company than the average consumer.…If the client has conducted any research recently,…he may want to exclude those locations as well.…Finally, don't be surprised…if client preferences come into play.…For example, the client has a meeting…
- 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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