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In-Person Qualitative Research
In-Person Qualitative Research
In-person or face-to-face interviewing is the gold standard. It is
often the best way to conduct focus groups and depth interviews. We employ the
following in-person qualitative techniques:
- Focus Groups. The typical focus group consists
of 8 to 10 respondents (although smaller groups are possible) and a moderator.
Each session lasts from 90 to 120 minutes. The moderator creates a relaxed,
open, accepting atmosphere so that the participants feel free to express their
thoughts and feelings honestly. Usually, focus groups are conducted in rooms
with one-way mirrors to allow clients to observe.
Focus groups are ideal in the early stages of research; they can be used as
a problem-reduction "filter" when the questions and issues are so numerous
that quantitative research is not yet feasible. The focus group is an ideal
exploratory technique because of the freedom, stimulation,
and spontaneity inherent in group interactions.
- Sensitized Groups. Focus groups can sometimes yield
richer and more insightful answers if respondents have time to think about
a topic. For a sensitized group, respondents are in some way sensitized in
advance to allow time for reflection upon the topic.
For example, respondents may be given a list of questions several days before
the group discussion, or respondents might be asked to use a specific product
or visit a store before the group discussion. These "sensitized" respondents
typically provide greater depth of information and more insight than regular
focus groups.
- Dyadic And Triadic Interviews. In dyadic and triadic
interviewing, two or three respondents are interviewed at the same time. This
approach provides some of the interpersonal stimulation afforded by groups,
yet allows the interviewer to cover topics in some depth. The dyadic or triadic
design lends itself to "confrontation" techniques-users can be paired with
nonusers, believers with nonbelievers, antagonists with protagonists-to uncover
underlying feelings and motives.
- Depth Motivational Studies.
A depth motivational study typically consists of 20 to 40 depth interviews.
The depth interview is a personal, face-to-face, qualitative interview lasting
from 50 to 90 minutes. Usually, depth interviews are tape-recorded and transcribed.
The depth interview is the most powerful and comprehensive of the various
qualitative techniques. Depth interviews are used primarily to address motivational
questions, particularly if unconscious motives are thought to be important.
Depth interviews are used when the topic is extremely complicated and much
time is needed to cover all the questions. Depth interviews are especially
useful for sensitive topics that could not be discussed freely in a group
setting.
Decision Analyst also offers online qualitative
research and online ethnography.
Additional Resources From Decision Analyst
If you would like more information on Qualitative Research, please
contact
Gwen
Ishmael
by email or call
1.800.ANALYSIS (262.5974).
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