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Principles of Qualitative Market Research
Project Management & Screener Development
Fundamentals of Moderating
All About Ethnography
Moderating: Kid and Teen Qualitative Sessions
Fundamentals of IDI Moderating
Principles of UX/Usability Research & Testing
Qualitative Analysis & Reporting
Qualitative Toolbox - Interventions/Projective Techniques
RIVA 433 & MM Exam
Mastery in Action & Master Moderator Exam
Facilitating - Practical Tools, Tips & Techniques
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RIVA 204 - All About Ethnography
Course Fee: $3,995 US$Qualitative market research has many avenues to collect data from respondents. One way to get unfiltered responses in "real time" is to conduct an interview in a home, business or social setting. Ethnographic research goes where the respondent is and combines market research questions with tools from anthropology and sociology, allowing researchers to gather data "in the moment" in which an action or activity is taking place.
This experiential RIVA course, part of the foundation series at the RIVA Training Institute, provides information on the Art & Science of Ethnography and allows opportunities to practice skills, not only in class but also in the real life settings of consumers. It is an intensive 3-day class with a trainer and coach. Pre-requisites: Either a graduate of RIVA 201, 202 or the approval of the Training Director.
After taking this course, graduates will:
- Understand the various types of ethnography research models
- Set the stage for effective ethnographic interviews
- Know the four stages of ethnographic interviews
- Know the importance of the interview protocol
- Understand the role of note taking, video/audio recordings, and in-home logistics
- Know the best number of research members to take to an individual interview and the role of each person on the team
- Conduct ethnography projects within a clear set of ethical guidelines
- Have tools, tips and techniques for setting up an ethnographic project, conducting a project and determine what data should be analyzed for reporting purposes
Day 1: In Class
Overview of ethnography, context for studies, types of Ethnographic research, the difference between Ethnography and an IDI, review of case studies, four stages of an interview, two models for collecting data, protocols and checklists, the best environment for the study, role of interventions, key questions that should always be asked, structure and content of the interview instrument.
Day 1: Evening:
About 2-3 hours of homework. Note: The basis for the homework is done in class while the time at home is spent on crafting a guide that will be used in the remainder of the course.
Day 2: In Class
Review the qualities of a good interviewer, the first 10 minutes of the interview, demo of introductions with a respondent and a member of the research team - how many and the role of each, practice introductions and ground rules, group debrief and coaching, the finer points of operating video cameras so it is an effective data collection tool, practice interview and taping with observer, how and when to probe and clarify appropriately, debrief and coaching, open forum.
Day 2: Evening:
About an hour of homework to fine tune moderator's guide for use in-home interview on Day 3
Day 3: Field Work
Field consumer interviews with each student acting as interviewer, videographer, and observer. Informal group debrief, private debriefing with trainer/coach. Recap all key insights via a review of selected portions of video made of morning interviews. Review areas where further tips and techniques are desired. Open forum on best practices and review of student concerns. Student evaluations are collected and the class is dismissed.
Upcoming Courses Course Fee $3,995 US$
- Rockville, MD
October 16-18, 2017- Register Online
Register Online - Register for this course today!
After completing this RIVA course, you will receive a "Certificate of Completion" stating you have completed the coursework that was required of you. This is not the same as saying you are "certified" as a moderator/analyst/planner/facilitator. You may add this terminology to your resume: "Holds a Certificate of Completion in [NAME OF TRAINING COURSE], from the RIVA Training Institute." You cannot say you are a "Certified Researcher" because you have not completed a written exam or practicum. If you are interested in certification, please review RIVA's Master Moderator Certificate Program.