204-Qualitative Marketing Research


Course Category:

  • Core course
  • This course is required for members wishing to take Path 2 to the CMRP designation (CMRE)


  • Margaret Imai-Compton

This course examines in detail the latest theory on and application of some of the most frequently used qualitative research techniques and it considers the key criteria used in selecting a qualitative research design. From a buyer's perspective, the course provides an overview on budgeting for and using qualitative research for advertising, idea generation, product development, and customer/employee satisfaction.

Major topics covered in this course include

  • Focus groups, dyads, and in-depth interviews
  • Developing discussion guides
  • Using and selecting the best research design
  • Costing qualitative research
  • Making the right demands of recruiters
  • Listening and observing for maximum benefit
  • Translating qualitative research into actionable reports
  • New and innovative moderating and projective techniques

Recommended Textbook

MRIA has adopted one textbook that can be used for this course and for 6 other MRIA Core courses:

Modern Marketing Research Step-by-Step by Chuck Chakrapani and Ken Deal
This book will form the foundation of seven MRIA Core courses as well as the Comprehensive Marketing Research Exam (CMRE). The text can be accessed online completely free of charge at any time – click here. A printable PDF version is also available for individual chapters as well as for the entire book for a small fee.

Complementary readings will be suggested by the instructors, when required. For those students who have already purchased Malhotra's Marketing Research – An Applied Orientation, be advised that it remains an excellent resource for most of the core modules and to prepare for the CMRE.

Recommended Prerequisites

For the table of Core course prerequisites, please click here.

Suggested Audience

Members seeking CMRP designation Client-Side Researcher Research Supplier    
  Little or no exposure Less than 2 years experience 2-8 years experience   8+ years experience

This course is intended for primarily junior and intermediate researchers, or those who have a background in quantitative research and would like a comprehensive overview of qualitative methods.

Online Testing is Active

MRIA has has implemented an online test for each Core course.

The test is mandatory for anyone working towards their CMRP designation, or for those who wish to receive a certificate of completion.

All details pertaining to the applicable test will be provided during class. For more information about online tests click here.

Past Participant Comments

"Anecdotal references and use of examples gleaned through experience was an excellent method of illustrating key points."

"The anecdotal discussions were useful in making this a 'realistic' course."

"The course was very applied rather than theoretical."

"Tim was excellent - very intelligent."

"Tim Mills was an excellent presenter and very well-informed on the subject matter."

Location(s) Course Date(s) Registration
Toronto September 21, 2017 Through the MRIA Portal


  • Course Length: 1 Day
  • Check-in: 8:30 am
  • Classes: 9 am - 5 pm
  • Lunch will be provided
  • For terms and conditions, click here


The venue address will be sent to you as part of your course registration confirmation.

Member Regular* Non-Member Regular* Member Student*

*Plus applicable taxes

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.