QUALITATIVE RESEARCH

Its not always possible to use direct questioning to obtain information. People may be unwilling to give answers to questions they consider to be an invasion to their privacy or which may be embarrassing, therefore additional approaches of obtaining such information may be necessary. Depth interviews and projective techniques are frequently used by marketing researchers when direct questioning is impractical, more costly or less accurate. These techniques are generally referred as qualitative research.

DEPTH INTERVIEWS
Depth interviews can involve of one respondent and one interviewer or they may involve a small group (8 to 12 respondents) and an interviewer. The latter are called as focus group interviews and former termed as individual dept interviews or one-on-ones. Group of four or five are often referred to as minigroup interviews.

Individual Depth Interview

Individual depth interviews typically require 30-45minutes. The interviewer does not have a specific set of prespecified questions that must be asked according to the order imposed b y the questionnaire. There is freedom to create questions, to probe responses that appear relevant, and to try to develop best set of data in any way practical. However the interviewer must follow one rule, i.e. he must not consciously try to affect the content of answers given by respondents. Three techniques used in individual dept interviews are: Laddering: here respondents identify attributes that distinguishes brands by asking questions such as Example: in what way is PEPSI different from Classic COKE? Hidden issue: focuses on individual respondents feelings about sensitive issues such as having a desire for power. It focuses more on deeply held personal concerns. Example: asking respondents about their ideal life or their vision of perfect world. Symbolic questioning: here respondents are required to describe the opposites of product/activity of interest or some specific attribute of a product/activity. Example: an interviewer might ask the participant if they regularly use e-mail. If so, what would the participant do if e-mail didnt exist? participant might respond that they would have to write letters to keep in touch with their family, or take more long trips to visit them. From this, the interviewer can infer that, to the participant, e-mail represents a way to keep in touch with family. This kind of information can help a company determine how to advertise. For example, advertising that emphasizes how easy it is to exchange photos and home videos with family members online, is likely to get this participants attention more than advertising that emphasises the convenience of online sharing.

Individual dept interviews are more appropriate when: 1. 2. 3. 4. Detailed questioning of an individuals behavior, attitude or need is required. The subject matter under the discussion is likely to be of highly confidential nature. The subject matter is emotionally charged or embarrassing nature When interviews are with professional people or with people on the subject of their jobs example: finance directors

Focus Group Interviews

The standard focus group interview in United States involves 8 to 12 individuals and last about two hours. Normally each group is designed to reflect the characteristics of a particular market segment. Respondents are selected according to the relevant sampling plan and meet at a central location that generally have facilities for filming the interviews. The discussion is led by the moderator who attempts to progress through three stages during the interview: 1. Establish rapport with the group, structure the rules of the group interaction and set objectives 2. Provoke intense discussion in the relevant areas 3. Summarizes the group responses to determine the extent of agreement Focus group interviews can be applied to: 1. 2. 3. 4. 5. Basic need studies for product idea creation New product idea or concept exploration Product positioning studies Advertising and communication research Background studies on consumers frame or references