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Focus groups can thus provide valuable information about the potential for consumer acceptance of the product. [16] The focus group interview is conducted informally and as naturally as possible. Participants are free to give views about any aspect of the product. These focus groups should not be confused with in-depth interviews.
In consumer research, a range of qualitative methods are used, particularly in-depth interviews, focus groups and ethnographic observation. [8] In B2B research, focus groups and ethnographic observation are used far less frequently due to the nature of business decision-makers, and in-depth interviews are most frequently used in B2B research: [9]
Online focus groups are appropriate for consumer research, business to business research and political research. Interacting over the web avoids a significant amount of travel expense. It allows respondents from all over the world to gather, electronically for a more representative sample.
A general interview guide approach is intended to ensure that the same general areas of information are collected from each interviewee. This provides more focus than the conversational approach, but still allows a degree of freedom and adaptability in getting the information from the interviewee.
Since a semi-structured interview is a combination of an unstructured interview and a structured interview, it has the advantages of both. The interviewees can express their opinions and ask questions to the interviewers during the interview, which encourages them to give more useful information, such as their opinions toward sensitive issues, to the qualitative research.
Focus groups generally entail a largely unstructured group interview, in which the interviewer actively encourages interaction and discussion among participants. This is largely relevant when considering policy matters or perception of crime, as the interviewees do not have to be particularly affected by the subject matter at hand.
The nominal group technique (NGT) is a group process involving problem identification, solution generation, and decision-making. [1] It can be used in groups of many sizes, who want to make their decision quickly, as by a vote, but want everyone's opinions taken into account (as opposed to traditional voting, where only the largest group is considered). [2]
An elicitation technique is any of a number of data collection techniques used in anthropology, cognitive science, counseling, education, knowledge engineering, linguistics, management, philosophy, psychology, or other fields to gather knowledge or information from people.