Qualitative Market Research

Qualitative Market Research

$359 | 9 Hours | 0.9 CEUs

Set yourself apart from other researchers by learning how to discover the “why” behind various consumer behaviors, perceptions, and motivations.

Learn the basics of qualitative market research—when to choose it, how to select the most appropriate method, and how to execute your project

Gain Vital Skills with Wide Relevance
Every organization has “customers” to please, whether consumers, clients, or internal teams or outside stakeholders. Research skills are vital to help you understand their needs and make yourself indispensable to them in the future.

Enjoy the Flexibility of On-Demand, Self-Paced Courseware
Complete this online course at the pace you set. Weekend warriors master a new skill right away, while others take up to 30 days to learn the material and complete the online assessment.

Let Your Employer Grab the Tab
About 83% of our students receive tuition reimbursement from the organizations they work for — and you should, too. Let us send you an employee sponsorship package to help your manager understand the advantage of investing in our courses.

The Industry-Defining Curriculum
The Market Research Core Body of Knowledge (MRCBOK™) is the up-to-date industry consensus on what insights professionals regard as the required fundamentals for research education. Mastering the MRCBOK is the only curriculum recognized by certification programs in the United States, Canada, or Australia. This is the practical foundation to success as a researcher. See this course’s learning objectives.

Drive Your Career Forward

  • Advance your career by enhancing your research skills while continuing to work full time.
  • Earn continuing education units (CEUs) and a Digital Badge from the University of Georgia.
  • Explain the differences between qualitative and quantitative market research in terms of objectives, sample characteristics, types of data provided, analysis methods, outcomes and when to choose each.
  • Discuss how to manage client participation in qualitative settings and how to set expectations in the interpretation of results.
  • When completed with as few as two other courses, you can be recognized by certifying bodies in the United States, Canada, and Australia.

Hundreds of Leading Firms Trust UGA/MRII to Train Their Teams

Testimonials

If you’re looking for a course to learn about qualitative market research without having to invest months of your time but still acquire the knowledge needed to be confident speaking at a high-level about it, the University of Georgia’s “Qualitative Market Research” course is perfect for you!
– Kenny Thompson, an experienced supplier-side researcher

Combine this course with any two other Principles Express course to earn the IPC Specialist certificate. This course is also the key to the IPC Qualitative certificate.

The first certification level on the Intellus Worldwide certification ladder requires that you complete the following MRII/University of Georgia modules: Introduction to Market Research and the Research Process, Ethical and Legal Issues in Market Research, Market Research Design and Data Identification, and Communicating Research Results. You must also complete, as an elective, either this course or Quantitative Data Collection Methods. Finally, you must complete a quiz for two Intellus Worldwide Sessions.

Financial Paths to Investing in Your Education

Employee Reimbursement 
Receive full or partial tuition funding from your employee. We’ll help you make the case.

Financing
Participants in career-oriented programs offered through the University of Georgia Center for Continuing Education may be eligible for financial assistance.

Tuition Awards
Apply for the Reg Baker Award to potentially have your tuition covered by the MRII.

Need advice?
Let our Admissions team help.
Contact Admissions

Frequently Asked Questions

Who should take the self-paced, self-study course?

Anyone working in market research–whether in a research company or a client organization–who wants their skillset to include qualitative methods. You might be new researcher – with less than two years’ experience, or you might be a seasoned market researcher desiring refreshment or an opportunity to update your knowledge on this topic. Learn from the Experts! The course author and MRII course contributors have decades of combined experience in this area.

Are there any prerequisites for enrolling in course?

No. There are no prerequisites for enrolling in Qualitative Market Research. However, prospective enrollees might also consider our courses, Introduction to Market Research and the Research Process and Market Research Design and Data Identification. See Principles Express courses for more details.

Why should I complete the course?

As a graduate of the course, you will have the foundational knowledge to make informed choices about when, where and how to use qualitative research to provide fresh and actionable insights. This ability will help you advance in your company and the industry. Also, this course offers continuing education for research practitioners. If you are PRC certified through the Insights Association (IA), this course qualifies for 9 hours for continuing education.

What do I receive when I complete the course?

Successful graduates of the course will receive 0.9 Continuing Education Units (CEUs) from the University of Georgia. Additionally, you will earn a Digital Badge to post to your social media assets. Your Digital Badge recognizes your accomplishment as well as builds your brand and credibility in the global market research industry.

How long does it take to complete the course?

Upon receipt of the course “Welcome” email (containing the course URL, your username, and password), you are given up to 30 days to complete the 9-hour, self-paced, self-study course. A one-month extension can be granted for a nominal fee ($50 US). You can make your one-month extension request and payment here. Upon receipt of your extension request payment, 30 days will be added to your original course expiration date.

How much time will I need to devote to study?

Former students have reported spending 6-10 hours in the course. This course awards 0.9 Continuing Education Units to successful graduates.

Who wrote this course?

Jeff WalkowskiJeff Walkowski – Principal, QualCore.com
Jeff is the principal of QualCore.com Inc., a consulting firm providing traditional and online qualitative research services to a wide range of industries including health care, financial services, automotive, and information services. He was educated as a quantitative specialist and entered the industry in the 1980s as a statistician. He later discovered his talents as a Moderator and evolved into a qualitative specialist by the mid-1990s.

Jeff’s specialty is online qualitative research. He has conducted over 700 online sessions (real-time chats and multi-day message boards); he has spoken about online qualitative research at conferences in North America, Europe, and Asia; and he has published articles on the subject. Jeff co-chaired the Online Qualitative Research Task Force of the Qualitative Research Consultants Association, co-edited Qualitative Research Online (Research Publishers LLC, 2004), and co-developed a training course to help traditional Moderators adapt their skills to the online environment.

What are the graded components of the course?

You must successfully complete three online assessments with a score of 70% or greater:

  • Progress Check 1
  • Progress Check 2
  • End of Course Quiz

When you earn a score of 70% or greater for the End of Course Quiz you will be passed to the evaluation questionnaire where you will be completing a short evaluation of the course.

After you have successfully completed the questionnaire, then click on the section entitled:
Course Complete – Report My Status to the University. An automated message will then be sent to the University of Georgia Center for Continuing Education alerting the administrative staff of your SUCCESSFUL COMPLETION of the online course. Within 36 hours, you will receive a confirmation “graduate” email from the University of Georgia.

Note: When attempting Progress Check 1, you must earn a score of 70% or greater to continue on with the questions in Progress Check 2. When attempting Progress Check 2, you must score a 70% or greater to continue on with the questions in the End of Course Quiz.

Do I have to purchase a textbook?

No. However, we suggest you consider purchasing the recommended textbook. The suggested textbook is:
Malhotra, Naresh K., Essentials of Marketing Research: A Hands-On Orientation, Pearson Education: Upper Saddle River, NJ.
ISBN-13: 978-0-13-340182-0 (digital subscription edition)

Included in the online course are suggested reading assignments from the above textbook.

These readings are not required content and will not be part of the testing for the course. The textbook suggestions are simply intended to add additional depth to your understanding of the topic.

Can I study the online course content with my mobile device? What are the technology requirements (devices and browser)?

The online course content, tools and resources are best optimized for a desktop or laptop computer. While the online platform is designed to be mobile responsive, we strongly recommend the use of a desktop or laptop computer.

To take advantage of the different features (PDF files, URLs/links to external websites, animated exercises, audio and video clips) you should use a Windows or Macintosh-based browser. A robust browser such as Chrome, Firefox, Microsoft Edge, or Safari and a fast internet connection provide the best experience. The online platform supports many popular web browser versions. To find out if your computer’s current software configuration is compatible, see System & Software Requirements.

What are my financing options?

Participants in career-oriented programs offered through the University of Georgia Center for Continuing Education may be eligible for financial assistance.

What is the cancellation/refund policy?

You may cancel your enrollment within the first seven days and receive a refund less a $100 administrative processing fee, provided that you have not accessed the online course material at all. Written requests for course cancellation or transfer must be sent to student@georgiacenter.uga.edu in order to be processed.