Market Research: Qualitative Tools to Understand The Needs of the Poor (sp16)

Course ID: 

This course is for students of all disciplines who seek simple, practical tools for market research. Much of this course is dedicated to hands-on practice of qualitative tools. The 18 tools were developed by MicroSave in Africa and now are used worldwide. The authors originally took Participatory Rapid Appraisal (PRA) tools and adapted them to market research that can be used by microfinance institutions, business developers, health organizations, and development agencies. These Market Research tools are used successfully in Asia, Europe, Africa and Latin America and are available in several languages. While a full training would require two weeks in the field plus more time in additional analysis, this short course provides an overview of many of the tools. The course explains how PRA works and how it can provide organizations with rapid information to redevelop a product or service or design new ones.  Some of tools can be used for assessing gender or age market segmentation, analyzing household members’ control of resources, perception of different service providers, and analysis of informal and formal financial services. The data analysis can be used to improve customer service strategies and reduce the percentage of clients dropping out of a program. The course offers examples of analysis matrices to help organize and process data generated by the tools that are presented.  Tools focus on important issues, such as how to track the seasonality of needs and opportunities, as well as the how a client’s needs change during a life cycle. Once the methodology is understood, the tools can be adapted to the needs of a researcher.   The course teaches students how to adapt tools. The course explains the focus group discussion (FGD) interview techniques. It illustrates how to analyze and compile the data from various tools on the same topic. The professor has certified many professionals in these tools and used them in Latin American countries. Requires reading on Blackboard and an assignment in advance. No prerequisite.

Course Notes: 

Course Tuition fee of $750

More Textbook Information: 

Texts can also be purchased from the Tulane University Official Campus Bookstore.

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