Essentials of Qualitative Market Research in Healthcare
Course fees: Members: £75+VAT / Non-members: £125+VAT
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An introduction to qualitative market research (MR), covering the essentials of when/where qualitative methodologies are used and an overview of the various techniques available, with a particular focus on issues pertinent to conducting market research in the healthcare arena
It is likely to be particularly suitable for:
- - Client-side market researchers/business intelligence executives who commission MR;
- - Researchers whose experience to date has been limited to quantitative MR, or to one part of the MR process or a particular set of techniques, who would like to understand the broader picture;
- - Those completely new to MR;
- - Experienced researchers coming from other industries, who would like to understand how these techniques can be applied in the healthcare setting.
We will cover the following topics:
- - The role of qualitative research, in contrast with the role of quantitative research
- - The pro’s and con’s of a range of qualitative research methodologies including focus groups, individual interviews, online methodologies and more
- - Sampling considerations
- - Best practice
- - Moderating skills
- - A look at some of the specialist techniques ‘quallies’ like to use to get to the insights they need
- - Analysing qualitative results
The session also includes a number of healthcare case studies using different qualitative approaches.
Please note that this training does not address issues related to the coronavirus pandemic in any detail - so please bear in mind that some of the approaches mentioned may not be feasible/appropriate in the current climate - consult the BHBIA's Covid-19 Information and Resources hub for guidance.
At the end of the session, there’s a short test to consolidate what you’ll have learnt - and you will be able to download a certificate of learning. This training course is officially accredited by the MRS Continuous Professional Development (CPD) programme - 2 hours CPD (see details here: MRS CPD Accreditation for BHBIA Events | BHBIA)
You have unlimited time to complete the training, so please make sure you get maximum benefit by studying the course material thoroughly and taking note of any key points. Once you have passed the test you will no longer have access.
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