INTRODUCTION TO RESEARCH TECHNIQUES

Students and professionals in marketing, communication, psychology, sociology, education, and related fields who aim to deepen their understanding of research methodologies.

Market researchers, analysts, and consultants who need to strengthen or update their skills in qualitative and quantitative research techniques.

Professionals working in public or private institutions who conduct or supervise studies related to consumer behavior, public opinion, or social research.

Individuals interested in designing and executing research projects, whether academic, organizational, or applied.

Qualitative Research Skills

• Conduct in-depth interviews using appropriate technical and ethical procedures.

• Design, coordinate, and moderate focus groups, including the recruitment of participants and management of group dynamics.

• Apply discourse analysis, observation, ethnography, and netnography techniques to gather and interpret rich, contextualized data.

• Utilize the Delphi method to obtain expert consensus for exploratory or forecasting purposes.

Quantitative Research Skills

• Design effective questionnaires aligned with research objectives and measurement requirements.

• Implement various survey modalities—face-to-face, telephone, postal mail, online, omnibus, and panel research—selecting the most appropriate option for each context.

• Manage the operational steps of surveys, including cover letters, administration procedures, and handling of collected data.

• Understand and apply technical considerations specific to online survey research, including sampling, platform selection, and digital response behavior.

Comparative and Integrative Skills

• Distinguish clearly between qualitative and quantitative methods, understanding their respective strengths, limitations, epistemological foundations, and appropriate applications.

• Select the research method—or combination of methods—best suited to the problem under study.

• Develop the ability to integrate qualitative and quantitative insights into coherent, evidence-based analyses and reports.

Study Plan

1.QUALITATIVE RESEARCH

• In-depth interview
• Technical aspects of the in-depth interview
• Focus group
• Recruitment of focus group participants
• Moderating the session
• Discourse analysis
• Observation
• Ethnography
• Netnography
• Delphi method

2.QUANTITATIVE RESEARCH

• Questionnaire design
• Personal or face-to-face survey
• Telephone survey
• Postal mail survey
• Cover letter
• Questionnaire procedure
• Receiving the questionnaires
• Online survey
• Research design for online surveys
• Technical elements of online survey research
• The omnibus survey
• The questionnaire
• Panel research

3.MAIN DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE RESEARCH METHODS