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  2. Qualitative marketing research - Wikipedia

    en.wikipedia.org/wiki/Qualitative_marketing_research

    In-depth interviews are typically held one-on-one between the respondent and the interview via a telephone, conducted in person, by email, or through an online platform (increasingly common). The primary advantage of in-depth interviews is the amount of detailed information provided as compared to other data collection methods, such as surveys.

  3. Unstructured interview - Wikipedia

    en.wikipedia.org/wiki/Unstructured_interview

    An unstructured interview or non-directive interview is an interview in which questions are not prearranged. [1] These non-directive interviews are considered to be the opposite of a structured interview which offers a set amount of standardized questions. [ 2 ]

  4. Structured interview - Wikipedia

    en.wikipedia.org/wiki/Structured_interview

    A structured interview (also known as a standardized interview or a researcher-administered survey) is a quantitative research method commonly employed in survey research. The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order. This ensures that answers can be reliably aggregated ...

  5. Interview (research) - Wikipedia

    en.wikipedia.org/wiki/Interview_(research)

    An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee , in an alternating series of usually brief questions and answers.

  6. Semi-structured interview - Wikipedia

    en.wikipedia.org/wiki/Semi-structured_interview

    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.

  7. Questionnaire construction - Wikipedia

    en.wikipedia.org/wiki/Questionnaire_construction

    A common method is to "research backwards" in building a questionnaire by first determining the information sought (i.e., Brand A is more/less preferred by x% of the sample vs. Brand B, and y% vs. Brand C), then being certain to ask all the needed questions to obtain the metrics for the report. Unneeded questions should be avoided, as they are ...