August 5, 2011
Table of Contents INTRODUCTION... 1 CORE CURRICULUM... 2 MODULE DESCRIPTIONS... 3 101-Introduction to Marketing Research... 3 102-Ethical Issues and Privacy in Marketing Research... 5 201-Marketing Research Design: An Applied Course... 7 202-Questionnaire Design... 9 203-Marketing Research Statistics and Data Analysis... 111 204-Qualitative Marketing Research... 144 301-Competitive Intelligence, Competitor Benchmarking and Mystery Shopping... 155 302-Market Intelligence... 177 303-Marketing Management for Researchers... 199 401-Online Research, Best Practices and Innovations... 211 402-Advanced Analysis Techniques... 233 403-Advanced Qualitative Marketing Research Techniques... 245
INTRODUCTION MRIA s Institute for Professional Development (the Institute) offers a series of courses made available to both members and non-members. Twelve (12) of these courses are mandatory for members working towards obtaining the Certified Marketing Research Professional (CMRP) designation and as such, are identified as the core courses. The core courses are available both in-class and online through the Institute. Note that all online course content was designed and authored by McGill University s Centre For Continuing Education Department with continuous consultation with, and review by, the MRIA Certification Advisory Committee and (in certain cases) by current in-class MRIA instructors. The level of knowledge and experience expected of a marketing research professional seeking the CMRP designation is described in the Core Curriculum Competency Requirements document. 1 These twelve core courses are also an excellent tool to train new and existing staff and ensure that they receive solid foundation of measurable knowledge in the Marketing Research industry. 1 To access the Core Curriculum Competency Requirements document online, visit: http://www.mria-arim.ca/education/pdf/comprequiredoc.pdf August 2011 Page 1 of 25
CORE CURRICULUM While not strictly enforced, it is recommended that students take the 12 core courses in the order presented. However, 203-Marketing Research Statistics and Data Analysis must be taken before 402-Advanced Analysis Techniques, and 204-Qualitative Marketing Research must be taken before 403-Advanced Qualitative Marketing Research Techniques. 101-Introduction to Marketing Research 102-Ethical Issues and Privacy in Marketing Research 201-Marketing Research Design: An Applied Course 202-Questionnaire Design 203-Marketing Research Statistics and Data Analysis 204-Qualitative Marketing Research 301-Competitive Intelligence, Competitor Benchmarking and Mystery Shopping 302-Market Intelligence 303-Marketing Management for Researchers 401-Online Research, Best Practices and Innovations 402-Advanced Analysis Techniques 403-Advanced Qualitative Marketing Research Techniques 1 day/6 hours 1 day/6 hours 1 day/6 hours 1 day/6 hours 2 days/12 hours 1 day/6 hours 1 day/6 hours 1 day/6 hours 2 days/12 hours 1 day/6 hours 2 days/12 hours 1 day/6 hours 12 Modules 15 days/90 hours* *Note: In addition to the actual number of in-class hours or going through the online instructional content, course participants also need to allocate time for mandatory and supplementary reading materials; working through exercises and/or case studies on their own; and a final online test. MRIA has adopted the textbook Modern Marketing Research Step-by-Step by Chuck Chakrapani and Ken Deal. It is used for seven of the core courses, each indicated with a the list above. in The text can be accessed online completely free of charge at any time 2. A printable PDF version is also available for individual chapters as well as for the entire book for a small fee. Instructors may suggest complementary readings when required. Note that some students may have already purchased Malhotra s Marketing Research An Applied Orientation, which was the textbook previously recommended. This book remains an excellent resource for most of the core modules and to prepare for the CMRE. 2 To access the Modern Marketing Research Step-by-Step online, visit: http://www.chuckchakrapani.com/stepbystep/default.asp August 2011 Page 2 of 25
MODULE DESCRIPTIONS This section presents a short description of what each core module contains and emphasizes. Each description is followed by the module s outline as it is delivered in the online version, where available. The remaining outlines will be added as they become available. 101-Introduction to Marketing Research (6 Hours) This module provides a high-level overview of what marketing research is and how it is being used. Since this course is provided in a Canadian context and is the introductory module of the MRIA core curriculum, it is relevant to, at the same time, provide an overview of the MRIA s role and structure, its Code of Conduct, and the CMRP designation process. Online Course Outline: Chapter 1: Importance of the MRIA and CMRP The Importance of the MRIA The Code of Conduct of the MRIA The Ten Core principles of the MRIA The Qualitative Registry The Charter of Respondents rights The CMRP designation process Chapter 2: Definition of Marketing Research What is Marketing Research Chapter 3: The Marketing Research Process The Marketing Research Process Chapter 4: The role of Marketing Research in Management Decision Making The role of Marketing Research in Management Decision Making Chapter 5: Secondary Data Collection Secondary Data Collection Chapter 6: Research Design Research Design Chapter 7: Qualitative Research The basics of Qualitative Research August 2011 Page 3 of 25
Chapter 8: Questionnaire Design The basics of Questionnaire Design Chapter 9: Basic Sampling Issues Basic Sampling Issues August 2011 Page 4 of 25
102-Ethical Issues and Privacy in Marketing Research (6 Hours) This module introduces participants to the key ethical concerns in the management of the research process. The course focuses on the responsibility of researchers to the public, users of marketing research, clients, and suppliers. In addition, this course addresses the impact of recent privacy legislation on marketing research, both in Canada and abroad. Online Course Outline: Chapter 1: Introduction to Ethical Issues & Privacy in Marketing Research Chapter 2: Ethical Theory What is ethics? Issues of Rights and Privacy Chapter 3: Ethical Issues in Marketing Research Chapter 4: Industry Responsibilities Who is Watching Out? Chronology of Canadian Standards Since 1994 Clear Need for Standards Revision Chapter 5: Ten Core Principals 2007 MRIA Ethical Code of Conduct MRIA s Ten Core Principles Chapter 6: Responsibilities to the Public Rules of Conduct Chapter 7: Responsibilities of Researchers to Clients Rules of Conduct Chapter 8: Responsibilities of Clients to Researchers & Charter of Respondents Rights Charter of Respondent Rights Chapter 9: Rules Specific to Qualitative Research Rules Specific to Qualitative Research 2001 Internet research standards out of date 2001 Internet research standards inconsistent Spam is it ever going to go away? New Internet research standards What is phishing? Spoofing is not in anyone s interest August 2011 Page 5 of 25
Chapter 10: Rules Specific to Online Research Rules Specific to Online Research Chapter 11: Interviewing Children Interviewing Children Pertinent Laws Industry Codes Chapter 12&13: Privacy/Data Protection Legislation PIPEDA Privacy / Data Protection Legislation Canadian Privacy Laws PIPEDA s Ten Privacy Principles Industry implications Office of Privacy Commissioner Finding - Case #35 New Research Issues with Privacy Implications Fraudulent Respondents in Online Research Social Engineering Scams Local Number Portability Case Studies August 2011 Page 6 of 25
201-Marketing Research Design: An Applied Course (6 hours) This module examines the key research designs (e.g., exploratory, descriptive and causal) used in marketing research and provide criteria for selecting the best design to meet the study objectives. The module combines theoretical concepts with an applied, case-oriented approach. Students should acquire a set of decision criteria, which will assist them in the selection of the appropriate method and the understanding of why this is the right one. Online Course Outline: Chapter 1: Introduction Describe the research thought process Describe some of the decisions that have to be made in creating a research design List the first 6 steps of the marketing research design process Chapter 2: When is Marketing Research Needed? Define basic marketing concepts Define marketing research and its purpose Explain when to do marketing research Describe who uses marketing research and factors that influence their decisions Describe the types of questions research can address Outline who produces marketing research Describe the marketing researcher s responsibility Chapter 3: Establishing the Research Objective(s) Discuss the importance of defining the research problem Explain the difference between a marketing problem and marketing research problem Explain the difference between primary and secondary research objectives Explain the requirements of a good research objective Chapter 4: Primary and Secondary Data Regarding secondary data describe internal sources describe external sources list benefits and limitations of secondary data Define primary data Chapter 5: Marketing Research Design Define research design in general Explain which of the three generic marketing research designs should be used under what circumstances and why August 2011 Page 7 of 25
Chapter 6: Qualitative Data Define qualitative marketing research Discuss the 8 different types of observation techniques, advantages and limitations Describe the various types of focus groups and advantages and limitations Use the various word, picture and role play techniques used in qualitative data collection Chapter 7: Quantitative Data Describe a quantitative data survey List the different quantitative methods List the advantages and disadvantages of all quantitative data collection techniques Outline what factors influence the choice of method Decide which quantitative data collection method should be used Chapter 8: Marketing Research Proposal Explain the functions of the marketing research proposal Explain when to write one List and describe the sections of the research proposal Chapter 9: Costs and Timing Explain the two budgeting approaches Name the expenses of a marketing research project Estimate what a marketing research project should cost Describe some scheduling techniques Prepare a timeline for a marketing research project August 2011 Page 8 of 25
202-Questionnaire Design (6 Hours) This module is geared to marketing researchers in the early stages of their careers who wish to learn the basics of good questionnaire design. The module should also be useful to research users at any level who need to assess the quality of the questionnaires they purchase from research suppliers. Online Course Outline: Chapter 1: Introduction Introduction to Questionnaire Design Chapter 2: Questionnaire Type and Data Collection Mode Understand the implications of the choice of interviewing method for the type of questions and questionnaire to use Chapter 3: Question Design Identify the information to be gathered Determine the number of questions required Determine the type of questions to use Chapter 4: Questions and the Respondent Understand the concepts of ability and willingness to answer Determine whether the respondent will have the ability and willingness to answer Overcome inability and unwillingness to answer Chapter 5: Question Wording Use adequate wording when designing questions. Chapter 6: Scales and Measurements Types of Scales Understand the various types of scales of measurement Chapter 7: Comparative Scales Understand the specifics of comparative scaling. Chapter 8: Non-Comparative Scales Understand the specifics of non-comparative scaling. Chapter 9: Choosing the right scale Choose the right scale. Understand the characteristics of a scale. August 2011 Page 9 of 25
Chapter 10: Questionnaire Structure and Pre-test Understand the various parts and sections of a questionnaire. Understand the specifics of question ordering. Determine the adequate form and layout of the questionnaire. Understand the importance of pretesting the questionnaire before launching the fullscale field work Chapter 11: Online Surveys Ethics Issues Understand the specifics of online surveys. Understand the basics of ethics. August 2011 Page 10 of 25
203-Marketing Research Statistics and Data Analysis (12 Hours) This module covers basic statistics and data analysis concepts, and provides the fundamental statistical skills that a researcher requires to successfully analyze data. For the research buyer, it will provide an understanding of whether or not analysis plans provided by research suppliers are appropriate to meet the objectives of the study. This module is neither heavily technical nor extensively theory-based, but rather takes a practical and applied approach. Online Course Outline: Chapter 1: Overview of Module 203 & Selected Terminology in Sampling Know why one samples Understand all the critical steps you need to know before drawing a sample Know most of the basic elements involved in sampling Chapter 2: Sample Design What to consider when deciding if a sample can be drawn The order of priority in selecting which sample design to use Why we sample in marketing research Chapter 3: Probability Sampling List four different types of probability sampling methods Decide which of the four methods is best, under which specific conditions Chapter 4: Non-Probability Sampling Understand the reasons why one uses a non-probability sample Discuss several different non-probability sampling options Decide which one to use under which circumstance Chapter 5: Miscellaneous Details in Sampling Understand and deal with some of the extra details involved in sampling. Specifically: oversampling sampling within a household non-response call backs shopping centre sampling the accepted rules regarding the standard calculations in particular the Response Rate Calculation August 2011 Page 11 of 25
Chapter 6: Sample Size Calculation Calculate the size of a probability sample that you require, in consideration of the accuracy you want The variance that exists The level of confidence you feel is right. Adjust the calculation for sample size in consideration of finite populations Chapter 7: Data Preparation I: Check, Edit & Code Check data Edit data Code data Prepare the information collected such that a data file, specifically a worksheet software file such as Excel, can be exported to SPSS (statistical software) for analysis. Chapter 8: Data Preparation II: Upload & Prepare an SPSS File Prepare an Excel file for export to SPSS Export an Excel file to SPSS Prepare the SPSS file for tabulation Chapter 9: Types of Data The different types of data scales The various scale characteristics and levels of measurement When each type of data scale should be used and why Chapter 10: Central Tendency & Dispersion The basic measures of central tendency The statistics involved with dispersion (also called variability) The definition of skewness Chapter 11: Frequencies & Recoding Run frequency tables in SPSS Recode variables in SPSS, if necessary Create a new variable with the use of recoding in SPSS Chapter 12: Descriptive Statistics, Means & Correlation Run, in SPSS, the operations for: Descriptive statistics Means including weighted averages for Likert scaled questions Chapter 13: Cross Tabulation Understand the power of cross tabulation analysis Understand the multitude of possibilities of cross tabulation in marketing research Know how to run cross tabulation in SPSS August 2011 Page 12 of 25
Chapter 13 (continued): Cross Tabulation Chapter 14: Multiple Response & Weighted Data Chapter 15: Chi-Square & T-Test Run a chi-square test of significance Run any one of the three variations of t-tests Chapter 16: Exercises in Coding and SPSS & Case Studies Two coding exercises One extensive exercise in SPSS Five problems relating to sampling August 2011 Page 13 of 25
204-Qualitative Marketing Research (6 Hours) This module examines in detail the latest theory, practice, and application with respect to some of the most frequently used qualitative research techniques: focus groups, dyads/triads, and in-depth interviews. Online Course Outline: Chapter 1: Introduction to Qualitative Marketing Research An introduction to Qualitative Marketing Research Chapter 2: Types of Qualitative Methods Know the various types of qualitative research and the their specifics Chapter 3: Direct Qualitative Research Focus Groups Know the various types of qualitative research and the their specifics Chapter 4: Moderating Focus Groups Understand the Focus Group planning process Know the specifics of focus group moderating Chapter 5: The Discussion Guide Understand the basics of the discussion guide Chapter 6: Online Focus Groups Understand the specifics of online focus groups Chapter 7: Alternative Forms of Focus Groups Know the various alternative forms of focus groups Chapter 8: Reporting Focus Group Results Understand the specifics of focus group reporting Chapter 9: In-depth Interviews Understand the use and specifics of in-depth interviews Chapter 10: Projective Techniques Understand the use of Projective Techniques in qualitative research. August 2011 Page 14 of 25
301-Competitive Intelligence, Competitor Benchmarking and Mystery Shopping (6 Hours) This module will explain Intelligence Gathering (sources, methods, and ethics), Filtering, Interpreting, Communicating and Organizing the Intelligence function. It will instruct on the use of competitive intelligence (CI) to counter a competitive threat; benchmark industry best practices; arm a sales team with intelligence to win the sale; and to conduct a mystery shop to identify gaps in sales and service delivery. Tools and templates are included. Online Course Outline: Chapter 1: Understanding CI Define what CI is Understand the differences between active and defensive CI Explain the similarities and differences between CI and market research Know how organizations use and benefit from CI Differentiate between traditional & non-traditional competitors Chapter 2: Ethics Understand the differences between ethical and non-ethical approaches Produce guidelines for employees to follow Produce guidelines for suppliers to follow Chapter 3: Sources Understand what is meant by primary sources of information Understand what is meant by secondary sources of information Understand the role of social media Know how to grow your network of sources Chapter 4: Eliciting Information Elicit information Reach credible respondents Listen, question and observe Chapter 5: Data Analytical Tools Blind spot analysis Data cell screening Predicting techniques Ratio analysis Win/loss analysis August 2011 Page 15 of 25
Chapter 6: Reporting CI Weed out misinformation and conduct verification checks to achieve accuracy Create and use templates Produce a CI newsletter Produce effective reports Chapter 7: Defensive CI Understand defensive CI Understand types of leakage Produce guidelines to eliminate leakage Chapter 8: Setting Up Your CI program Have the tools to conduct a study Conduct a CI needs assessment Motivate your colleagues and suppliers to collect and report CI Set up a database Determine if you need to purchase CI software and which software to buy Measure the effectiveness of your CI efforts Chapter 9: Understanding Competitor Benchmarking Applications of competitor benchmarking Benefits of competitor benchmarking Sample sizes and formats Chapter 10: Understanding Mystery shopping Understand the applications and benefits of mystery shopping Understand the different types of mystery shopping Understand the various channels Be able to recruit, brief and debrief shoppers Understand report formats Chapter 11: Special Applications How to use war gaming to better understand an organisation s competitive environment Different applications of CI, such as: Public sector CI Assessment of new markets August 2011 Page 16 of 25
302-Market Intelligence (6 Hours) This module provides a managerial level understanding of Market Intelligence (MI); the tools, techniques, and roles required to undertake it effectively. With this module participants learn to link Intelligence to Strategy by integrating insight from key disciplines representing internal and external information sources: Environmental Scanning (Secondary Research and Social Media,) Competitive Intelligence, Primary Market Research (Qualitative and Quantitative,) and Business Intelligence (Internal data.) Participants will be in a position to go beyond a single source to leverage and communicate insight to clients, using a holistic 360 view of the market while demonstrating the powerful role MI plays in corporate decision-making and the added value they bring to the decision table. Online Course Outline: Chapter 1: Defining Market Intelligence and MIS Understand what is meant by market intelligence Comprehend the importance of market intelligence Understand its relationship to market research Chapter 2: Market Intelligence Management Create an MI culture in an organization Develop MI teams Determine the roles and skills required Use MI to make effective decisions Understand the users of MI and their individual needs Analyze the business environment and match with intelligence needs Chapter 3: Market Intelligence Process Assess information needs Analyze risk Identify constraints Chapter 4: Market Intelligence Logistics Understand what MI looks like on the user s desk Be able to communicate MI Know the sources of MI information Understand the technical considerations Know the various systems and software Understand the tools used in MI Understand data warehousing Understand data mining and filtering August 2011 Page 17 of 25
Chapter 5: Environmental Scanning Conduct an analysis of the macro and micro environment Determine market share Assess market size Understand market saturation Perform situation and SWOT analyses Chapter 6: Internal information used in MI Internal information used in MI Customer information Customer relationship management information usage Social media information Loyalty and winback information Customer segmentation and targeting information Chapter 7: External Information used in MI External Information used in MI Competitive intelligence Competitive technical intelligence Patents Chapter 8: MI Metrics and Key Performance Indicators MI metrics and key performance indicators How to establish key metrics Setting and monitoring KPIs Chapter 9: Market Intelligence Tools and Techniques Trend analysis Predictive modelling Customer segmentation and valuation Dashboards Mapping and GIS systems Drill-down techniques August 2011 Page 18 of 25
303-Marketing Management for Researchers (12 Hours) The main objective of this module is to provide an overview of the marketing management function to marketing researchers. MRIA considers this an essential component of a CMRP knowledge base, but understands that many researchers, especially earlier in their career, would have had little or no exposure to the marketing management function. Online Course Outline: Chapter 1: Initiating the Marketing Process Know the basic requirements for successful marketing to occur Understand how marketing satisfies consumer needs and wants Distinguish between marketing mix elements and environmental factors Describe how a market orientation leads to long-term relationships by creating customer value and satisfaction Chapter 2: Understanding Buyers and Markets Know how the consumer market is different from the business one Identify the many key factors that influence both consumer and organizational buying behaviour Understand how the consumer decision-making process differs from that of organizational buyers Chapter 3: Marketing Research Understand the marketing environment within which managers make decisions Understand the importance of marketing research in shaping marketing decisions Chapter 4: Market Segmentation, Targeting, and Positioning Define the steps of market segmentation, targeting, and positioning Discuss the bases used for segmenting consumer and business markets Explain how to identify attractive market segments and choose a market coverage strategy Understand how to position a product and/or service for maximum competitive advantage Chapter 5: Product Component of the Marketing Mix Define the major classifications of products and services Describe the decisions involved in developing products, services, and product mixes Discuss the importance of branding strategies Identify the major characteristics that affect the marketing of a service Understand the additional marketing considerations that services require August 2011 Page 19 of 25
Chapter 6: Price Component of the Marketing Mix Understand the nature and importance of pricing products and services Understand the approaches to pricing and the factors one needs to consider to establish prices for products and services Chapter 7: Channels of Distribution Explain the role of distribution in marketing Describe the major considerations in structuring a distribution system Chapter 8: Marketing Communication Understand the role of marketing communications Have an understanding of the concept of integrated marketing communications Understand the considerations in developing a marketing communications campaign Chapter 9: The Strategic Marketing Process Describe the strategic marketing process and its four key phases Explain how the marketing mix elements are used in the development of a marketing plan Chapter 10: Case Study Problems Apply the concepts learned in Module 303: Marketing Management for Researchers to three real case scenarios August 2011 Page 20 of 25
401-Online Research, Best Practices and Innovations (6 Hours) This module will address how Internet and social media are rapidly transforming the use of traditional research methodologies, and teach best practices in this area. The advantages and disadvantages of online research will be addressed. Several innovative methods using the Internet, social media sites, and web 2.0 applications will be presented. Online Course Outline: Chapter 1: Introduction Grasp the historical background of online marketing research Explain the unique characteristics of online research Chapter 2: Understanding the Internet Population Explain facts specific to the online user Describe the unique characteristics of the online population Make links with online survey respondents Chapter 3: Secondary Research on the Internet List various of online resources for secondary research Understand the different ways to access secondary resources on the Internet Chapter 4: Potential Challenges of Primary Online Research Explain when online research is the ideal tool and when you may need to look at alternative methodologies Describe the differences between online and telephone surveys Make a list of various online respondent recruitment methods Chapter 5: Online Quantitative Research Define online panels and describe their key features Describe different types of online quantitative surveys Identify strengths and weaknesses of online quantitative research Chapter 6: Online Qualitative Research Explain how to recruit for online qualitative research Describe different tools in online qualitative research Identify the differences between online qualitative and face-to-face qualitative research Chapter 7: Online Qualitative/Quantitative Methodology Explain the concept of a qualitative/quantitative methodology Understand the advantages and drawbacks of a qualitative/quantitative methodology August 2011 Page 21 of 25
Chapter 8: Social Media Research Describe the various social media tools Understand the usefulness of social media in gaining insight about a brand, product or service Develop multiple ways of integrating the tools Chapter 9: Other Types of Online Research and New Trends Describe the steps in analyzing social media List the various tools used to conduct social media analyses Understand how to use the results the analyses Chapter 10: Case Study Problems Explain what online communities are and how they are used in marketing research Describe research using virtual store shelves List upcoming possible future trends in online research August 2011 Page 22 of 25
402-Advanced Analysis Techniques (12 Hours) This module will provide an introduction to a wide range of advanced analytical techniques used in marketing research; covering advanced multivariate analysis and modeling techniques for quantitative data as well as text analytics for qualitative data. This course is "Advanced Analysis Techniques, not advanced statistical analysis techniques. With the fast growth of MROC's, online focus groups and bulletin boards, and monitoring of social media sites, it is imperative that MRIA s advanced analytics core course cover text analytics as well. The approach will not be highly technical but instead bring the participants to understand when and how to apply various advanced analytical techniques to solve complex marketing problems. Popular statistical packages (e.g.: SPSS, SAS, Stata...) available to conduct these analyses will be mentioned. Concrete examples of how the data needs to be set up, the types of output that would come out of the analysis, and how these results could be interpreted will be provided for at least some of the techniques covered in the course. Online Course Outline: (In development) August 2011 Page 23 of 25
403-Advanced Qualitative Marketing Research Techniques (6 Hours) This module will take the learner beyond the basic qualitative research techniques to help uncover people's deeper attitudes, beliefs, and values. The learner should walk away with the ability to use a large variety of advanced techniques in any form of qualitative research, from individual interviews to group interviews. Online Course Outline: Chapter 1: Introduction Understand the major challenges in getting participants to open up List various ways to make the participant feel comfortable Chapter 2: Understanding the focus group participant Understand the key elements when recruiting participants Understand ways to set up the stage for participants before a group Describe the moderator s role in and style in a focus group Chapter 3: Moderating the Backroom List a series of key elements to prepare the backroom Understand the ground rules for observers Chapter 4: The art of probing : Getting Beneath the Surface Understand the importance of probing List a number of examples of non-directive questions Describe the means-value chain Chapter 5: Understanding Projective Techniques Define what are projective technique Understand when to use projective techniques Describe the different types of projective techniques Chapter 6: Types of Projective Techniques Define each of the projective technique categories Understand how to apply different projective techniques Apply projective techniques in a focus group situation Chapter 7: Ethnography: Observation Research Explain the key components of ethnography research List the various contexts in which to use ethnography research Describe the steps in conducting ethnography research August 2011 Page 24 of 25
Chapter 8: Online Qualitative Research List opportunities to use online qualitative research Understand the difference with face-to-face qualitative research Describe the various situations where online qualitative research can be used Chapter 9: Types of Online Qualitative Research Tools List various online qualitative tools Describe the key characteristics of the online qualitative tools Understand in which context to use each tool Chapter 10: What is Next for Qualitative Research List different tools that can be integrated in qualitative research Understand the advantages and potential drawbacks of these tools August 2011 Page 25 of 25