Qualitative Research Methods

Question 1

Interview

Answer 1

one on one discussion where the interviwer asks a respondent detailed questions about their purchase decisions and product use. Great for gaining initial understanding and insights.

Depth Interview when it is a taboo topic

Question 2

Focus Group

Answer 2

a small group of people (<10) discusses a topic and the moderator leads, trying to focus the convo on the topic. Usually around and hour and the companies will provide an incentive.

Question 3

Projective Techniques

Answer 3

ambigious stimuli to draw consumers out through photos, writing, diaries –> useful when respondents are reluctant to discuss their own behavior.

Question 4

Ethnography (observation)

Answer 4

The reseracher “lives” with the natives and documents their behavior

Question 5

Pantry checks and garbology

Answer 5

Visitng people’s homes or sifting through people’s trash to catalog what they throw out.

Question 6

Shop Along

Answer 6

an interviewer accompanies people while they shop in a store. the researcher asks questions as the respondents look at different options to get a sense of likes/dislikes.