Презентация на тему In-depth interviews

technique of obtaining insights in which a single respondent

is probed by a skilled interviewer to uncover underlying motivations, beliefs, attitudes and feelings on the topic of enquiry. It endeavours to understand the nature and make-up of the area being researched, rather than precise measurement. In-depth interviews can last from 30 minutes to 2 hours and can provide ample information. This technique allows the researcher to collect both attitudinal and behavioural data from the respondent from all time frames (past, present and future). A unique characteristic of this technique is that the interviewer has ample chance at probing the respondent and collect in-depth data. The interviewer can use the answers provided by respondent and turn them into related questions ensuring a more detailed answer.

popular qualitative research methods used around the world. Many

times researchers and managers use the term focus groups to define qualitative research. Focus group is a formalized process of bringing a small group of people together for an interactive, informal and spontaneous discussion on a particular topic or concept. A focus group generally involves eight to twelve participants and can capture vast array of information. The focus groups timing can vary from 1 to 3 hours and is usually conducted in a congenial surrounding such as a hotel or specialist focus group research facility.

which allows the respondent to project their beliefs, opinions,

feelings, attitudes and emotions on an issue of concern. Projective techniques consist of several techniques of qualitative data collection. These techniques are useful when the respondent is not at ease in answering questions. The underlying objective is to learn more about the subject in situations where they might not reveal their true thoughts under direct questioning. The techniques relating to this area were developed in the field of motivational science and clinical psychology.

a picture and instructed to describe his or her

reactions by writing a short narrative story relating to the picture. At times this technique is used in focus groups scenarios to get a better idea of how respondents perceive an organization or product in a group setting. The difficulty with such techniques comes in understanding and interpreting what the response really means. Traditionally, this technique has proven quite useful in communications industry where experts have used it in testing the impact of product packaging, labels, brochures and advertisements.

preselected words one at a time and are asked

to respond what comes to their mind regarding that word. This is put into the context of a brand name or a product attribute. For example, respondent may be asked to think what word comes in their mind when they are exposed to the word ‘call’. Some may answer mobile phone, texting, Nokia, friends, Motorola etc. After completing the list of words, researchers than look for hidden meanings and highlight associations between the words and the responses. This technique has been used successfully in research relating to positioning and branding.

to the respondents who are then asked to complete

them. The researchers hope that such completion will reveal hidden motives, feelings and behaviour towards the issue at hand. For example, researchers may ask people who play on Xbox are ____________ and people who play on Wii are___________. This examples highlights respondents feelings about how do they profile Xbox and Wii consumers in their own minds. From these data collected, researchers’ task is to interpret and evaluate meaningful themes. The themes can help in identifying competitive positioning within the marketplace.