Qual-Online The Essential Guide: What Every Researcher Needs to Know about Conducting and Moderating Interviews via the web Paperback – October 20, 2014

I'm a marketing science and analytics consultant and, though I no longer plan and carry out qualitative research projects, I frequently use the results of qualitative research in my work. There are also qualitative aspects to statistical modeling, and input from various sources, including online qual, is often hugely helpful. However, much has changed in the qualitative world in the past few years and it's been a challenge for me to keep up with these new developments, as well as with rapid advances on the quant side. This book was just what I needed to bring me up to speed and help me become a more discerning user of qualitative research. Hats off to Jennifer and Susan!

With the pressures to do more, faster and with fewer resources nowadays, online qualitative research is set to make big advances in the years to come (in the same way that online surveys took over quant research projects years ago).This book provides a very thoughtful, clear and in-depth guide to running online qual projects. As someone who recently launched a DIY qualitative tool (FocusGroupIt), I intend to use this as a standard training resource for all new hires.I highly recommend buying this book, whether you're a research professional or just someone looking to run an online qual project in the future...

Great resource for both research practitioners and research buyers. Very informative!

This in-depth guidebook is a rich resource for seasoned and beginning researchers alike. The approachable, easy-to-read tone had me laughing out loud at times, while highlighting fresh new ways to use platforms or methods I’ve been doing for years. Insightful analogies make unfamiliar terms and methods accessible. Candid case studies colorfully illustrate real issues that online moderators face. Dale and Abbott demonstrate expertise regarding a vast array of online methods, a difficult feat in an ever-changing landscape. I look forward to using this as a resource for training future online qual researchers.

I confess, I am a bit biased towards quantitative research. But given how poor response rates are, qual research is looking better and better! I'd rather do great qual, than do quant based on weak sample quality. For me, this book was an easy read--it was easy to follow, and left me feeling like I could avoid newbie mistakes. Anyone planning to do serious market research should read this.