Focus Group

  • Focus group is the most widespread research method used in qualitative studies.
  • It is an informal and unstructured conversation on a subject or group of related subjects, led by a neutral moderator (who is given a topic guide for questions that need answering).
  • About 10 to 15 people are involved in a focus group.
  • Participants of a focus group are chosen and not voluntary because they have one or more similarities.
  •  Focus groups are explanatory in nature.
  • Participants are called for when the task is to find out “what are the ways people feel” rather than “how many people feel that way”.
  • Closely defining the research issues is an experienced moderator.

In-depth Interviews

  • Depth interviews are closely similar to group discussions.
  • Depth interview is a type of qualitative market research method.
  • Through this, researcher will be able to explore, discover and assess the marketplace.
  • This is because depth interviews provide an initial landscape view as a prelude to quantitative market measurements.

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