The Group Depth Interview: Principles and Practice

Abstract

This book offers a comprehensive examination of the group interview technique--its origins theoretical rationale applications and procedures. Designed for those who buy and supervise market research as well as for those who moderate this book includes a discussion of the individual depth interview technique and its relevant applications. Among its key features the book details the rationale for qualitative research methods and appropriate applications and limitations and shows how group interviews fit into a broader context of quantitative market research. The real emphasis is on the practical use of group interview methodologies. While the abundant psychological theory on which the methods are based is not discussed extensively the reader is aware throughout of the depth of understanding that informs the text. The reader will come away understanding when to use the group depth interview methods--as well as when not to use them. The bulk of the book deals with how to carry out the research. The design of the study the details of conducting the study the analysis of the data and the writing of the report are all covered thoroughly. There are at least 3 groups who should read this book. The 1st includes group moderators and those who aspire to be moderators. The 2nd group is made up of marketing research generalists who often have to help fit the right method to the problem at hand. The 3rd group consists of product and marketing managers who are the users of research results.