Marketing Foundations: Qualitative Research

Learn what your customers really want. Use qualitative marketing research, the tool successful companies like Proctor & Gamble and Disney use to get to know their customers. Expert Cheryl Ladd walks you through the best practices and process of gathering qualitative research. Learn how qualitative research fits within your marketing efforts, and find out how to conduct a new research project, from selecting the right methodology to moderating your group.

Topics include:

• What is qualitative research?
• The benefits of qualitative research
• Identifying your objectives and methodology
• Creating screeners and discussion guides
• Defining the timeline and logistics
• Writing a report
• Asking questions
• Moderating a group