BUSINESS RESEARCH

METHODS

Session IV
 Depth Interviews
 One-on-one Basis

 Unstructured & Direct

 Probed to uncover underlying

 Motivations, beliefs, attitudes, feelings

 Laddering

 Hidden issue – Symbolic analysis

2
 FGD vs. DI
Characteristic FGD DI
Group synergy and dynamics + -
Peer pressure/group influence - +
Client involvement + -
Generation of innovative ideas + -
In-depth probing/Uncover hidden motives - +
Discussion of sensitive topics - +
Interviewing competitors/professionals - +
Scheduling of respondents - +
Amount of information + -
Bias in moderation and interpretation + -
Cost per respondent + -
Time (interviewing & analysis) + -
3
 Issues

 Advantages

 Disadvantages

 Applications

4
 Projective Techniques

 Word Associations
 Completion techniques
 Construction techniques
 Expressive techniques

5
 Issues

 Advantages

 Disadvantages

 Applications