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NSW: Fundamentals of Qualitative Research 2019

21st Mar 19


This course provides both an introduction and a refresher to the role and basic methods of qualitative research. This course will benefit people who have limited experience in conducting qualitative research – be that new entrants into the marketing and social research field or quantitative practitioners wishing to learn more about qualitative research. There are no prerequisites for this course.

Designed for:

Those who are new to qualitative research (on the buyer or supplier side), quantitative researchers and those seeking a refresher in preparing for the QPR assessment.

Learning outcomes:

On successful completion of this course, participants will be able to:

  • Appreciate the value of qualitative research as a critical component to the practice of market and social research
  • Describe how qualitative research differs from quantitative research
  • Recognise when qualitative research is most appropriate
  • Understand the process logistics involved in running a qualitative project
  • Describe the differences between the main types of qualitative data collection: focus groups, in-depth interviews, observation, online qual etc
  • Understand the role of the moderator and how to create the right environment for respondents
  • Learn different approaches to eliciting responses from respondents
  • Learn different tools for handling problems during interviewing
  • Understand why getting below the surface of respondent behaviour is important
  • Describe different ways of eliciting a deeper consumer response through enabling techniques
  • Structure qualitative recruitment according to the research objectives and budget
  • Identify ways of developing a sound working relationship with your recruiter
  • Understand the implications of ethics and privacy in qualitative research
  • Understand the process of analysis and report writing for qualitative research

Event information:




8:30 – 9:00


9:00 - 9:30

An introduction to Qualitative research

What is qualitative research? Why conduct qualitative research?

9:30 – 10:45

When to use Qualitative research and overview of the different qualitative methods

Strengths and weaknesses of qualitative and quantitative research. When is each appropriate? Qual design considerations in thinking about data collection options available.

10:45 – 11:15

Morning tea

11:15 – 12:30

The basics of Qualitative moderation

The role of the discussion guide, basics of moderating groups and depth interviews. Group dynamics and avoiding bias in qualitative situations.

12:30 – 13:30


13:30 – 14:15

Projective techniques in Qualitative Research

When to use stimulus. Projective techniques – how to use and not abuse, practical uses of projective techniques in qualitative projects.

14:15 - 15:00

Research design & recruitment

Ensuring you recruit the right people by working through the appropriate recruitment specifications and working with your recruiter. This section will also cover privacy and ethics relating to qualitative research.

15:00 – 15:30

Afternoon tea

15:30 – 16:30

Analysis of qualitative information and report writing

Putting it all together – interpretation – presentation and practical examples of how to draw conclusions from qualitative data.

4:30 – 5:00

Best practice in respondent contact

This section explores the problem of declining response rates and what as an industry we can do to encourage participation in market and social research projects.



Event Format: Fundamentals Course
Date: Thursday 21st March, 2019
Location: Sydney
Event Cost: $250 Members
$750 Non Members
QPR Points: nil
Inclusions: Morning Tea, Lunch and Afternoon Tea



Start Time:
8:30 AM

Novotel Sydney Central (Chinatown) 169-179 Thomas St, Sydney NSW 2000

Non-member Price:
AU $ 750 (Inc. GST)

Member Price:
AU $ 250.00 (Inc. GST)

Your Price:
AU $ 750.00 (Inc. GST)

Registrations Open:
30th Nov 18 12:00 AM

Registrations Close:
22nd Mar 19 11:59 PM


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