 403-Advanced Qualitative Marketing
Research Techniques
Course Category:
- Core course
- This course is required for members wishing to write the Comprehensive Marketing Research Exam (CMRE)
Instructor(s):
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.
Suggested Audience
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Members seeking CMRP designation |
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Client-Side Researcher |
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Research Supplier |
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Little or no exposure |
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Less than 2 years experience |
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2-8 years experience |
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8+ years experience |
The course will provide awareness and understanding of techniques that
can be in a qualitative researcher's tool kit.
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
NEW: An online test is now implemented for this course
MRIA will be implementing an online test for each Core course.
These tests are mandatory for anyone working towards their CMRP designation, or for those who wish to receive a certificate of completion.
All details pertaining to the applicable test will be provided during class. For more information about online tests click here.
Past Participant Comments
"Projective techniques section was very interesting."
"Particularly liked use of examples from a wide variety of client situations."
"Very well done - would attend again and recommend to others."
"A lot of new ideas to help hone current skills."
"Practical advice."
"Knowledgeable instructor, very practical."
| Location(s) |
Course Date(s) |
Early Bird Deadline |
Registration Deadline |
| Toronto |
February 3, 2012 |
January 6, 2012 |
January 20, 2012 |
| Ottawa |
February 9, 2012 |
January 12, 2012 |
January 26, 2012 |
- Course Length: 1 Day
- Check-in: 8:30 am
- Classes: 9 am - 5 pm
- Lunch will be provided
- For terms and conditions, click here
The venue address will be sent to you as part of your course registration confirmation.
Member
Early Bird* |
Non-Member
Early Bird* |
$499 |
$649 |
Member
Regular* |
Non-Member
Regular* |
$599 |
$749 |
*Plus applicable taxes
MRIA courses and their administration are subsidized by members' fees.
Therefore, members enjoy a reduced cost for courses.
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