Essentials of Qualitative Research

Do you want to get a good grounding in qualitative research? Do you want more confidence as you start running your own qualitative projects, or to have a better idea of what your agencies are doing? Do you want to have a clearer idea about the possibilities and pit-falls of qualitative research?

This comprehensive, interactive and very practical course uses a mixture of lectures and exercises to help you develop a full understanding of all aspects of the qualitative research process, from briefing and research design, through fieldwork and analysis, to the presentation of the findings.

Guided by experienced practitioners, you will work your way through each stage of a qualitative study to give you a comprehensive understanding of the process.

The course is very hands-on. Working in small teams with your fellow delegates, you will have the opportunity to design a qualitative study, both moderate and take part in a group discussion, and then practice feeding back the insights you have generated.

Our highly experienced tutors will be available throughout to answer any specific questions you might have and to help you apply what you have learnt.

Learning outcomes

By the end of the course, delegates should have developed the skills required to:

• Understand the brief
• Prepare proposals
• Understand and apply appropriate research methodologies, including:
  • Sample design and structure
  • Fieldwork considerations
  • Group processes
  • Group moderating
  • Projective techniques
• Conduct interviews effectively and confidently
• Analyse and interpret results
• Present and report findings

Who will benefit?

The course will benefit recent entrants to market research with limited practical experience of qualitative research, or more experienced practitioners looking to try to undertake or manage qualitative projects.

Harassment and Safeguarding Policy

By booking this event, you agree to abide by the MRS Harassment and Safeguarding Policy. A copy of the policy can be viewed here: MRS Event Harassment and Safeguarding Policy.

MRS is committed to providing a safe, inclusive and respectful environment for all attendees. Failure to adhere to this policy may result in you being asked to leave the event without a refund. In addition, MRS reserves the right, at its discretion, to refuse future bookings and attendance at MRS events.

If at any point during the event you experience or witness anything concerning, please speak to a member of the MRS team immediately so we can address it promptly and appropriately.

If you wish to raise a concern after the event, please email conference@mrs.org.uk. Concerns will be handled sensitively and proportionately, and MRS may take action where expected standards are breached.