Course Category:

• Core course
• This course is required for members wishing to write the Comprehensive Marketing Research Exam (CMRE)

This course is all about going beyond the superficial level of some qualitative research, by exploring ways to probe in depth and uncovering people's deeper attitudes, beliefs and values through projective and enabling techniques. More than 30 different projective techniques are explained, many with examples, and some with detailed case studies. The session also looks at other methods to go deeper and get more out of qualitative research. These techniques can be used in any form of qualitative research from individual interviews to groups.

Major topics covered in this course include

• Probing techniques: different types of probing, non-directive probes and laddering
• Projective techniques: when and how they are used, why they work, major categories of projective techniques, how to analyze and interpret the data collected from use of these techniques, advantages and disadvantages of projective techniques, and hands on participation in the use of some of these techniques
• A brief overview of some other techniques being used in qualitative research
• Observation research: origins of observation research, what it is, how it is done, with examples and case studies from a variety of fields
• Behind the mirror: getting the most out of observing focus groups with more than a dozen tips on listening and observing for optimum effect

Recommended Prerequisites

For the table of Core course prerequisites, please click here.

	Members seeking CMRP designation				Client-Side Researcher		Research Supplier
	Little or no exposure		Less than 2 years experience		2-8 years experience		8+ years experience

Course Format

• Course Length: 6 hours broken into modules of 15-20 minutes each
• Slide presentation with instructor voice over
• Short quizzes after each chapter
• 1 month limit to complete the course
• For terms and conditions, click here

Multi Course Bundle Savings

Multi course bundle savings will apply when more than 1 course is purchased by an individual in the same online transaction in the MRIA Portal:

2 courses = 10% off
3 to 5 courses = 15% off
6 or more courses = 20% off

Once the final test is successfully completed, participants will be able to print their certificate of course completion.
 

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses. For terms and conditions, click here.