Focus Groups, Depth Interviews and other non-quantative research methods
16 important questions on Focus Groups, Depth Interviews and other non-quantative research methods
What is the difference between qualitative and quatitative research?
Quantative: Research that used mathematical analysis.
What are the advantages and disadvantages of qualitative research?
Cheaper than quantative research;
Better way to understand in-depth motivations and feelings of consumers;
Improve the efficiency of quantitative research;
Ability to detect problems that escape notice that quantitative research is not able to find.
Disadvantages:
Does not distinguish small differences as easily as quantitative research does;
Not respresentative of the population of interest.
What are the steps in conduction a focus group?
2 Select a moderator and create a discussion guide;
3 Conduct the group;
4 Prepare the focus group report.
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What are the qualities of a good moderator?
2 good business skills in order to effectively interact with the client.
What is a focus group panel?
Advantages:
1 less expensive;
2 fast feedback
3 a panel can impose discipline on the company, each department knows they have to meet each 6 months.
What are the advantages and disadvantages of focus groups?
1 interaction among respondents can stimulate new ideas and thoughts;
2 group pressure can help keep thinking realitstic;
3 provides firsthand information in a more interesting way in a short time frame;
Disadvantages:
1 Can be misleading due to the small sample;
2 recruiting certain participants can cause bias;
3 moderator may cause bias.
What is an individual depth interview?
The success of any depth interview depends mainly on the skills of the interviewer. A second factor is proper interpretation.
What is customer care research?
What is a projective test?
1 unconscious or unaware of particular influence;
2 they may be aware of an unfluence, but feel it is too personal or socially undesirable to admit;
3 they may view their opinion as not logical or rational.
What is a word association test?
What is a sentence and story completion test?
What is a cartoon test?
What is a photo sort?
What are consumer drawings?
What is the third-person technique?
What is the rationale behind qualitative research tests?
2 Such content is adequately and accurately verbalized by the respondents only through indirect communicative techniques.
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