Focus Group
Qualitative research
Definition- it is a research, which is undertaken using an unstructured research, approach with a small number of carefully selected individuals to produce non-quantifiable insights into behavior, motivations and attitudes.
Qualitative and quantitative research as two distinctly separate bodies of research – many studies encompass both approaches, with qualitative research being used to explore and understand attitudes and behavior, and quantitative research being used to measure how widespread these attitudes and behaviors are.
Qualitative research can be used when managers need exploratory research. Managers use exploratory research to understand customer attitudes, emotions, preferences and behaviors. It can also be used in new product development or creative development research.
Individual depth interview
It is an interview that is conducted face-to-face, in which the subject matter of the interview is explored in detail using an unstructured and flexible approach. As with all qualitative research, depth interviews are used to develop a deeper understanding d of consumer attitudes and the reasons behind specific behaviors. This understanding is achieved through responding to an individual’s comments with extensive probing. The flexibility of this probing sets this interview approach apart from oter questionnaire-type interviews. Although there is an agenda of topics to be covered, the interviewers will use their knowledge of the research objectives, the information gained from other interviews and the comments of the respondent to select which parts of the dialogue with the respondent to explore further, which to ignore, and which to return to later in the interview. Not only is the depth interview flexible, it is also evolutionary in nature.
Focus group
Focus groups are depth interviews undertaken with a group of respondents.
It is different to individual interviews in the number of respondents and interaction
Definition- it is a research, which is undertaken using an unstructured research, approach with a small number of carefully selected individuals to produce non-quantifiable insights into behavior, motivations and attitudes.
Qualitative and quantitative research as two distinctly separate bodies of research – many studies encompass both approaches, with qualitative research being used to explore and understand attitudes and behavior, and quantitative research being used to measure how widespread these attitudes and behaviors are.
Qualitative research can be used when managers need exploratory research. Managers use exploratory research to understand customer attitudes, emotions, preferences and behaviors. It can also be used in new product development or creative development research.
Individual depth interview
It is an interview that is conducted face-to-face, in which the subject matter of the interview is explored in detail using an unstructured and flexible approach. As with all qualitative research, depth interviews are used to develop a deeper understanding d of consumer attitudes and the reasons behind specific behaviors. This understanding is achieved through responding to an individual’s comments with extensive probing. The flexibility of this probing sets this interview approach apart from oter questionnaire-type interviews. Although there is an agenda of topics to be covered, the interviewers will use their knowledge of the research objectives, the information gained from other interviews and the comments of the respondent to select which parts of the dialogue with the respondent to explore further, which to ignore, and which to return to later in the interview. Not only is the depth interview flexible, it is also evolutionary in nature.
Focus group
Focus groups are depth interviews undertaken with a group of respondents.
It is different to individual interviews in the number of respondents and interaction