This document discusses qualitative research methods, specifically depth interviews and focus groups. It provides details on individual depth interviews, focus groups, and mini groups. Individual depth interviews involve one respondent and interviewer and allow for freedom of questions and probing. Focus groups consist of 8-12 respondents and a moderator and allow for discussion and stimulus. Both methods can provide detailed insights but individual interviews provide more spontaneity while focus groups provide more stimulus. The document also outlines some advantages and disadvantages of each approach.

1. Group 1
Iffat qamar 21
Nighat aslam 44
Asma inayat 73
2 march 2012

2.  Qualitative research
 Depth interviews and its types
 Advantages and disadvantages
 Mini groups

3. In Qualitative Research generally
Depth Interviews and Projective
Techniques are used by marketing
researchers when direct questioning
is impractical, more costly or less
accurate.

4. Depth interviews may be broadly classified
into Individual Depth Interviews and Focus
Group Interviews.
 Individual Depth Interview
 Focus groups

5.  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.

6. Three techniques are recommended for Individual Depth Interviews
 Laddering
it involves having respondents identify attributes that
distinguish brands by asking questions such as “in what way is
Pepsi different from Classic Coke and Dr. Pepper?” Each
distinguishing attribute and its reason for distinction are then
probed. 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 sensitive
issues such as wanting to have an affair or having a desire for
power.
 Symbolic analysis
it requires respondents to describe the opposite of the
product/activity of interest or a specifiable attribute of the
product/activity.

7.  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.

8. •Focus group usually consists of 8-12
respondents and one interviewer.
•Normally, each group is designed to
reflect the characteristics of a
particular market segment.
• The respondents are selected
according to the relevant sampling
plan and meet at a central location
that has facilities for taping and/ or
filing the interviews.
•The discussion is led by the
moderator.

9.  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.

10.  More detailed and accurate information
 More stimulus
 Security
 Degree of spontaneity

11.  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.

12.  Insight not Rules
 Social not Individual
 Homogenous not Diverse
 Flexible not standardized

13.  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 minigroups
are similar to those of standard for groups but on a
smaller scale.

14.  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