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Marketing Research > Focus Group Discussion and Interviews (W5) > Flashcards

Focus Group Discussion and Interviews (W5) Flashcards

1
Q

Qualitative research

A

Research whose findings are not subject to quantification or quantitative analysis

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2
Q

Characteristics of qualitative research

A 
Probing questions 
Small sample size 
Large amounts of data from each respondent 
Low degree of replicability 
Used in exploratory research
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3
Q

Disadvantages of qualitative research

A

Subjective
Requires interviewer with special skills
Not representative of the population

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4
Q

Quantitative research

A

Addresses research objectives through empirical assessment that involves numerical/ statistical or computational analysis

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5
Q

Interview

A

Using personal communication between researcher to gain insight into customer behaviour

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6
Q

Types of interview

A

In-depth
Intercept
Expert

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7
Q

In-depth interview

A

One-to-one interviews that probe detailed answers and uncover hidden motivations (projective tests), typically last 1-2hrs/ carried out in office or at home

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8
Q

Name projective tests

A 
Word association
Analogies 
Personification 
Sentence and story completion 
Cartoon 
Photo sorts 
Consumer drawings 
Storytelling
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9
Q

When are in depth interviews used?

A

Research question is related to individual behaviour
Group dynamics might be a problem
Subject matter is highly sensitive

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10
Q

Advantages of in-depth interview

A 
Time saving 
Comfortable 
Able to recall 
Participants respond in their own words
Allows time to develop ideas 
Probing allowed
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11
Q

Disadvantages of in-depth interview

A 
Intimidation 
Reluctance 
Travel time 
Needs a skilled interviewer 
Small sample size 
Subjective
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12
Q

Advantages of intercept interview

A

Interest level

Lots of participants

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13
Q

Disadvantages of intercept interview

A

Only current customers
Security
Privacy

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14
Q

Advantages of expert interview (in office)

A

Sign of respect
Convenient for participant
Cost/time savings
Privacy for participants

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15
Q

Disadvantages of expert interview (in office)

A

Lack of privacy
Lack of candor
No nonverbal cues
Interruptions

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16
Q

Advantages of expert interview (online)

A

Time and money savings
Privacy
Transcript

17
Q

Disadvantages of expert interview (online)

A

No nonverbal cues

18
Q

The interview process

A 
Design the interview protocol (based on research objectives)
Identify target participants
Recruiting participants
Scheduling the interviews
The interview
Transcription
Data Analysis
19
Q

Explain: Design the interview protocol (based on research objectives)

A

Literature review/ secondary research
Look for emerging themes
Create: goals/ time limit/ questions
Pilot test interview

20
Q

Sample interview protocol layout

A 
Introduction - how report will be used
Warm up - introductory questions 
Topic 1 questions 
Topic 2 questions 
Other relevant topics not discussed 
Finalize interview
21
Q

What do you do after an interview?

A 
Write up field notes
Write letter of thanks 
Check/ edit transcript 
Arrange follow-up meeting if necessary 
Enter content into a database
22
Q

Focus group discussion guide

A

Outline of the topic that need to be covered during the session, 3 stages:
Building rapport
Intensive discussion
Conclude

23
Q

How long are focus groups normally?

A

90mins

24
Q

Focus group process

A

Prepare for the group: select facility/ recruit
Select moderator/ create discussion guide
Conduct group
Prepare the report

25
Q

Advantages of focus groups

A

Stimulate new ideas
Pressure keeps them responding realistically
Opportunity to observe from one-way mirror etc.
Quick

26
Q

Disadvantages of focus groups

A

Opinions of only a few
Subjective
Group think
Introverted less likely to answer

27
Q

Structure of focus group discussion guide

A 
Introduction (welcome/ format/ rules/ consent)
Warm up (introduce everyone)
Topic one 
Suggestions 
End (thank/ gift)
28
Q

Rules for selection of focus group participants

A

Specify exact selection criteria
Maintain control of the selection process
Beware of the potential selection balance
Incorporate randomisation
Check respondents knowledge

29
Q

When are focus groups used?

A

Group dynamic helpful
Broad topics
Interaction/ discussion/ debate useful
Teamwork desired

Marketing Research (10 decks)

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