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| Product Qualitative Research |
The Qualitative market research is used to help us understand clearly how people feel and why do they feel so; or for getting an understanding of how or why things are as these are. The Qualitative Research is basically concerned with collecting in-depth information asking questions like why do you say that? Samples tend to be smaller as compared with the quantitative projects which involve much larger samples. Depth interviews or group discussions are two common methods extensively used for collecting the qualitative information. For example, a Market Researcher might stop a consumer who has purchased a certain type of bread and ask him or her why that type of bread was chosen. Unlike the quantitative research there are no fixed set of questions but, instead, a topic guide (or discussion guide) is used to explore various issues in-depth. The discussion between the interviewer (or moderator) and the respondent is mainly determined by the respondents' own thoughts and feelings.
As with the quantitative techniques, there are also various types of qualitative methodologies. Research of this kind is mostly done face-to-face. One of the most prominent techniques is the market research group discussions (or focus groups). These are usually made up of 6 to 8 targeted respondents, a research moderator whose role is to ask the select questions, draw out answers, and encourage the discussion, and an observation area often behind one way mirrors, and video and/or audio taping facilities. In addition, the qualitative research can also be conducted on a 'one on one' basis i.e. an in-depth interview with a trained executive interviewer and one respondent, a paired depth (two respondents), a triad (three respondents) and a mini group discussion (4-5 respondents). |
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