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Fundamentals of Qualitative Research - March 2023

  • 30 Mar 2023
  • (AEDT)
  • 31 Mar 2023
  • (AEDT)
  • Online

The Research Society is offer this workshop: Fundamentals of Qualitative Research.

This course provides an introduction to Qualitative Research.

Learning Objectives

In this course you will learn how to:

  • 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.

Day 1: 30 March 12 noon - 4 pm

An introduction to Qualitative research

  • What is qualitative research?
  • Why conduct qualitative research?

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.

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.

Day 2: 31 March 12 noon - 4 pm

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.

Analysis of qualitative information and report writing

Putting it all together – interpretation – presentation and practical examples of how to draw conclusions from qualitative data.

An introduction to professional standards and the Research Society Code of Professional Behaviour


Nicky Fraser

A constant fascination for what makes people tick led to a Masters in Social Behaviour at LSE, including Consumer Psychology and Psychology of Advertising, where I first encountered qualitative research. Later pursued this interest further, training in psychotherapy.

Over 27 years research experience, spanning UK and Australia, with a few side trips along the way!

National and international expertise across a wide range of categories and markets, working for some of the leading research agencies in Sydney and London. Still called on when leading global agencies need extra resource for large blue chip clients

Breadth of experience covers the full range of categories including FMCG, Services and Social, with audiences from kids and teens through to bankers and CEO’s

Alison Dexter

Ali has 30+ years of research and consulting experience and has worked locally and globally in the UK, Asia, US.

Ali began her career in a management consultancy in London which led to a job back in Sydney with a strategic marketing consultancy. That company was bought by a global research company and off Ali went to Hong Kong for 4 and a half years, feeling extremely lucky that the world of market research enabled working in different places (this pattern was to repeat for Vietnam, New York, Sydney, Melbourne).

Ali studied Psychology, Anthropology and English lit in her university degree, whilst being very fortunate to have some wonderful teachers in the Market Research and Psychology world, that fuelled her love of qual.

Ali is passionate about leveraging new techniques, technology and different thinking to get as close to the truth of human behaviour as possible.

30th Mar 23 12:00 PM to 4:00 PM
31st Mar 23 12:00 PM to 4:00 PM

Start Time:
NSW | ACT | VIC | TAS: 12 noon - 4:00 pm
QLD: 11:00 am - 3:00 pm
SA: 11:30 am - 3:30 pm
NT: 10:30 am - 2:30 pm
WA: 9:00 am - 1:00 pm

Arrival Time:
10 min before start time

your device online

Member Price: AU $ 250.00

Non-member Price: AU $ 750

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