MRIA - 403 - Advanced Qualitative Marketing Research

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You need to pay for the course only once in order to get full access. We guarantee you will have access to all course content for at least 1 year from purchase date, in most cases you will have access indefinitely.

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You can access course materials from a Laptop, iPhone, iPad, Android, Windows Phone and virtually any device with modern Internet browser. Live tutoring is limited to PC, Mac and Linux only at the moment.

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Price is a subject for European Value Added Tax (VAT). If you live outside of EU, you won't have to pay VAT. If you do live in EU, we will automatically calculate correct amount of VAT based on your billing country.


Marketing Research and Intelligence Association (MRIA)

The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge management. Members include over 1,800 practitioners, small to large research houses, and the many buyers of research services, such as financial institutions, major retailers, insurance companies and manufacturers. The industry accounts for almost three quarters of a billion dollars in market research activities annually.


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Welcome to the Marketing Research and Intelligence Association (MRIA) online training course, 'Advanced Qualitative Marketing Research'. 

This online training course contains 10 modules that are each followed by a quiz and Final Test. 

This course is all about going beyond the superficial level of some qualitative research, by exploring ways to probe in depth and uncovering people's deeper attitudes, beliefs and values through projective and enabling techniques. More than 30 different projective techniques are explained, many with examples, and some with detailed case studies. The session also looks at other methods to go deeper and get more out of qualitative research. These techniques can be used in any form of qualitative research from individual interviews to groups.

Major topics covered in this course:

  • Probing techniques: different types of probing, non-directive probes and laddering
  • Projective techniques: when and how they are used, why they work, major categories of projective techniques, how to analyze and interpret the data collected from use of these techniques, advantages and disadvantages of projective techniques, and hands on participation in the use of some of these techniques
  • A brief overview of some other techniques being used in qualitative research
  • Observation research: origins of observation research, what it is, how it is done, with examples and case studies from a variety of fields
  • Behind the mirror: getting the most out of observing focus groups with more than a dozen tips on listening and observing for optimum effect

Text Book:

MRIA has adopted one textbook that can be used for this course and for other MRIA courses.

Modern Marketing Research Step-by-Step by Chuck Chakrapani and Ken Deal

The text can be accessed online completely free of charge at any time – click here.


There are 10 parts to this course, each of which involves a video to watch followed by a short quiz. The quizzes for each section can be found under 'Tasks'. Following the completion of all videos, students will be required to complete the Final Test. 

There are no due dates for the quizzes or final tests, but it is highly recommended that students watch the relevant videos before any attempts are made. Students will have three (3) chances to pass the quizzes, and two (2) chances to pass the final test. 

Good luck!

Course content

  • Chapter 1

  • Chapter 2

  • Chapter 3

  • Chapter 4

  • Chapter 5

  • Chapter 6

  • Chapter 7

  • Chapter 8

  • Chapter 9

  • Chapter 10

Interested? Enroll to this course right now.

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