Qualitative Market Research
This research method is personally crafted rely to obtain keen insight into people and situations, but for the qualitative detective, the range of technological tools and techniques has shown a rapid increase.
- Focus Group Discussion (FDG)
- In-depth Interview
- Face-to-Face Interviews
Focus group discussion (FDG) is the method of research and this is used in Qualitative research for an in‐depth understanding of their perception’s attitudes, beliefs, opinions, or ideas. A typical focus group involves the gathering of people from similar backgrounds or expertise together to discuss a specific pre-decided topic of interest.
In-Depth Interview is a qualitative research technique that involves conducting intensive individual interviews with a little number of respondents to explore their perspectives on a specific idea, Circumstances.In-depth interviews are normally conducted face to face in order that an affinity is often created with respondents. The design of the interview completely depends on the interviewer. Successful in-depth interviewers listen instead of talk. The interview is conducted employing a discussion guide that facilitates exploring the respondent’s views through open-ended questioning. Projective techniques are often incorporated into the interview too
Face-to-Face Interviews (F2F) is one of the oldest and largely adapted methods and this is often used in primary research. Face-to-face interviews are conducted by a researcher and a target respondent within the street, home, office another public forum, etc. There are many advantages to face-to-face interviews, like the utilization of visual aids and therefore the detection of social cues and visual communication. Also, with this sort of interview, the interviewer can gain a deeper insight into specific answers by treating the questionnaire sort of a meaningful discussion and deducing the validity of every response.
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