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NSW: Fundamentals of Qualitative Research 2020

24th Mar 20

Who Intended for:

This course will benefit people who have limited or no experience in conducting qualitative research.

Course Overview:

This course provides an overview of qualitative research. Specifically, on successful completion of this course, participants will be able to:

Learning Objectives

• Recognise when conducting qualitative research is appropriate

• Understand the logistics involved in running a qualitative project

• Describe the differences between the main types of qualitative data collection: namely focus groups, in-depth interviews, observation, online qual etc

• Understand the role of the moderator/ interviewer and how to create the right environment for respondents

• Learn different approaches to eliciting unbiased responses

• Learn different tools for handling challenging situations during interviews

• Understand why getting below the surface of respondent behaviour is important

• 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 of Qualitative Rsearch Course
Date: Tuesday 24th March, 2020
Location: Novotel Sydney Central Hotel - 169-179 Thomas Street Sydney NSW
Event Cost: $250 Members
$750 Non Members
QPR Points: nil
Inclusions: Morning Tea, Lunch and Afternoon Tea


Ellen Baron

Ellen is the founding director of Ruby Cha Cha, a business born and developed in Australia with a global reach.
Georgi Chan
Georgi was the director at several leading Australian market research agencies prior to establishing Blue Planet.


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:
25th Mar 20 11:59 PM