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Qualitative Research Interviews

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Coursera

Qualitative Research Interviews

LearningMate

Instructor: LearningMate

Included with Coursera Plus

Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

1 hour to complete
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

1 hour to complete
Flexible schedule
Learn at your own pace

What you'll learn

  • Select appropriate qualitative methods and design a structured interview guide to uncover deep customer insights.

Details to know

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Recently updated!

April 2026

Assessments

4 assignments¹

AI Graded see disclaimer
Taught in English

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This course is part of the Conjoint to Cluster: Survey Design and Segmentation Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 2 modules in this course

This module introduces the core methods of qualitative research. You will learn to define and differentiate between interviews, focus groups, and ethnography, understanding the unique value of each. Using real-world examples like the "Got Milk?" campaign and Airbnb's user research, you will learn to select and justify the most appropriate method for different research goals. Rather than focusing on memorizing definitions, effective researchers consider why a particular method is suitable for a specific research situation. In practice, qualitative methods are selected based on the type of insight needed, the research objective, and practical constraints such as time, access to participants, and scope. You will practice evaluating which method is appropriate based on the problem being explored.

What's included

1 video2 readings2 assignments

This module provides a practical, step-by-step guide to creating a professional discussion guide. You will learn how to structure an interview, translate research objectives into powerful and open-ended questions, and build a guide that ensures that you gather rich, narrative data needed to drive informed decisions. The goal of this module is not just to write questions, but to ensure that each question is aligned to a clear research purpose, so that you can learn to fulfill your role and responsibilities as an analyst. While qualitative research provides rich, in-depth insights, it is not designed to produce statistically generalizable results. Qualitative findings reflect the perspectives of specific participants and should be interpreted within the context of the study's scope, sample, and limitations. In professional settings, qualitative research is often used to inform hypotheses, refine understanding, or explore underlying motivations, rather than to measure prevalence or make population-wide claims. As an analyst, your work will be done as part of a team, so understanding standard research methods and tools will help you communicate as part of your research group with your supervisors and peers.

What's included

1 video2 readings2 assignments

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Instructor

LearningMate
260 Courses16,781 learners

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¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.