Module 8: Qualitative research and how to design a focus group

In module 8, students will learn how to:

1. Define qualitative research and its exploratory nature in understanding consumer perceptions, sentiments, and opinions towards a particular topic.
2. Identify key qualitative research methods such as focus groups, participant observation, and informational interviews and their applications in market research.
3. Explain the purpose and methodology behind focus groups as a means of gathering primary qualitative data in market research.
4. Illustrate the components of a focus group session, including the role of professional moderators, discussion guide creation, and the process from introductions to conclusion.
5. Describe the methodology and advantages of conducting focus groups online, including global accessibility, and technology tools used.