Group 1Iffat qamar 21Nighat aslam 44Asma inayat 73 2 march 2012
Qualitative research Depth interviews and its types Advantages and disadvantages Mini groups
In Qualitative Research generallyDepth Interviews and ProjectiveTechniques are used by marketingresearchers when direct questioningis impractical, more costly or lessaccurate.
Depth interviews may be broadly classifiedinto Individual Depth Interviews and FocusGroup Interviews. Individual Depth Interview Focus groups
Individual Depth Interviews involve one respondent and one interviewer. The interviewer is not bound by pre- specified questions. Instead, there is freedom to create questions, to probe those responses that appear relevant, and generally try to develop the best set of data in any way practical.
Three techniques are recommended for Individual Depth Interviews Laddering it involves having respondents identify attributes thatdistinguish brands by asking questions such as “in what way isPepsi different from Classic Coke and Dr. Pepper?” Eachdistinguishing attribute and its reason for distinction are thenprobed. The purpose is to uncover the “network of meanings“associated with the product, brand or concept. Hidden issue questioning focuses on individual respondents feelings about sensitiveissues such as wanting to have an affair or having a desire forpower. Symbolic analysis it requires respondents to describe the opposite of theproduct/activity of interest or a specifiable attribute of theproduct/activity.
more detail, point out preferences and idiosyncrasies, and describe subtleties, nuances and shades of differences that are masked in a group setting. cost and time requirement greater than group interviews.
•Focus group usually consists of 8-12respondents and one interviewer.•Normally, each group is designed toreflect the characteristics of aparticular market segment.• The respondents are selectedaccording to the relevant samplingplan and meet at a central locationthat has facilities for taping and/ orfiling the interviews.•The discussion is led by themoderator.
Basic need studies for product idea creation, New product idea or concept exploration, Product positioning studies, Advertising and communication research, Background studies on consumers frames of reference, Establishment of consumer vocabulary as a preliminary step in questionnaire development, and Determination of attributes and behavior.
More detailed and accurate information More stimulus Security Degree of spontaneity
Misuse – Some people consider the results as conclusive when it should be just exploratory. Misjudge – client and researcher bias. Difficult to moderate Difficult to code, analyze and interpret. Not representative of the general population and not projectable.
Insight not Rules Social not Individual Homogenous not Diverse Flexible not standardized
Minigroups consist of a moderator and 4-5 respondents. They are used when the issue being investigated requires more extensive probing than possible in a larger group.The advantages and disadvantages of minigroupsare similar to those of standard for groups but on asmaller scale.
The need to converse with groups that are more difficult to reach Thetopics or subject matter require more explanation Experimental design requires the need to vary stimuli across multiple groups or individuals