Welcome to the course on Qualitative Research: Interviews and Focus Groups. In this course, we will delve into the world of qualitative research, specifically focusing on the use of interviews and focus groups as research techniques in the field of marketing. We will begin by exploring the definition of qualitative research and its importance and role in shaping marketing strategies. Through this, we will also examine the differences and similarities between qualitative and quantitative research, providing a solid foundation for understanding the unique contributions of qualitative research in marketing.
As we progress through the course, we will take a deep dive into qualitative research techniques, with a specific focus on interviews and focus groups. We will explore the various types of interviews, including structured, semi-structured, and unstructured interviews, and understand the intricacies of planning, conducting, and analyzing interview data. Similarly, we will delve into the world of focus groups, examining the advantages and limitations, as well as the ethical considerations that come into play when conducting both interviews and focus groups. Furthermore, we will look at practical applications of interviews and focus groups in marketing through case studies, lessons learned, and best practices, while also exploring future trends such as virtual interviews and focus groups. By the end of this course, you will have a comprehensive understanding of the role of qualitative research in marketing and the practical skills needed to conduct interviews and focus groups effectively.