Depth interviews

sunandaC

New member
Depth interviews are frequently used by marketing researchers when direct questioning is impractical, more costly, or less accurate. These techniques generally referred to as Qualitative research.
Depth Interviews - (unstructured one-on-one interviews intended to discover deep seated motivations) -- One-on-one interviews that probe and elicit detailed answers to questions, often using clinical nondirective techniques to uncover hidden motivations. Thus, psychologists and people with Doctorates in Marketing (which is a combination of applied psychology and applied economics) are often called upon to conduct Depth Interviews, as well as Nominal Grouping Sessions.
Individual depth interviews typically require 30-45minutes. The interviewer does not have a specific set of pre-specified questions that must be asked according to the order imposed by a questionnaire. Instead, there is freedom to create questions, to probe those responses that appear relevant, and generally to try to develop the best set of data in any way practical. However the interviewer must follow one rule; one must not consciously try to affect the content of the answers given by the respondents. The respondent. The respondent must feel free to reply to the various questions, probes, and other, subtler, ways of encouraging responses in the manner deemed most appropriate.
 Subject of interest is discussed in detail.
 There is no fixed pattern for eliciting information from the respondents.
 Generally conducted by highly trained interviewers. They must be thorough in probing the respondents.
 The interviewee is asked about the subject of his choice, coffee, for example, and an attempt is made to explore the respondents’ attitudes in depth by probing extensively into any other areas which may come up.
 Interviewers have a general series of topics that they will introduce – perhaps such topics as coffee, or sleep, and will introduce them from time to time if the respondent does not bring them up.
 Tone of the interview is permissive and the respondent is allowed to talk as much as he likes.
 The interviewer must not influence the answers of the respondent.
 The interpretation of the answers is very subjective and knowledge of human behavior is required to analyze the information received.

Individual depth interviews uses three questioning techniques namely:

1. Laddering involves having respondents identify attributes that distinguish brands by asking questions. Each distinguishing attribute is then probed to determine why it is important or meaningful. These reasons are then probed to determine why it is important, and so forth. The purpose is to uncover the “ network of meanings” associated with the product, brand, or concept.
2. Hidden-issue questioning focuses on individual respondents feelings about sensitive issues. Analysis on focus on common underlying themes across respondents. These themes can then be used to guide advertising development
3. Symbolic questioning requires respondents to describe the opposites of the product/ activity of interest or a specific attribute of the product/ activity.

Individual depth interviews have been found to generate more and higher quality ideas on a per respondent basis than either focus or minigroups. They are particularly appropriate when:

1. Detailed probing of an individual’s behavior, attitude or needs is required;
2. The subject matter under discussion is likely to be of a highly confidential nature (e. g. personal investment)
3. The subject matter is of an emotionally charged or embarrassing nature;
4. Certain strong, socially acceptable norms exist (e.g. baby feeding) and the need to conform in a group discussion may influence responses;
5. Where highly detailed understanding of complicated behavior or decision- making pattern (e.g. planning the family holiday) are required; or
The interviews are with professional people or with people on the subject of their jobs 9 e.g. finance directors)
 

bhautik.kawa

New member
Depth interviews are frequently used by marketing researchers when direct questioning is impractical, more costly, or less accurate. These techniques generally referred to as Qualitative research.
Depth Interviews - (unstructured one-on-one interviews intended to discover deep seated motivations) -- One-on-one interviews that probe and elicit detailed answers to questions, often using clinical nondirective techniques to uncover hidden motivations. Thus, psychologists and people with Doctorates in Marketing (which is a combination of applied psychology and applied economics) are often called upon to conduct Depth Interviews, as well as Nominal Grouping Sessions.
Individual depth interviews typically require 30-45minutes. The interviewer does not have a specific set of pre-specified questions that must be asked according to the order imposed by a questionnaire. Instead, there is freedom to create questions, to probe those responses that appear relevant, and generally to try to develop the best set of data in any way practical. However the interviewer must follow one rule; one must not consciously try to affect the content of the answers given by the respondents. The respondent. The respondent must feel free to reply to the various questions, probes, and other, subtler, ways of encouraging responses in the manner deemed most appropriate.
 Subject of interest is discussed in detail.
 There is no fixed pattern for eliciting information from the respondents.
 Generally conducted by highly trained interviewers. They must be thorough in probing the respondents.
 The interviewee is asked about the subject of his choice, coffee, for example, and an attempt is made to explore the respondents’ attitudes in depth by probing extensively into any other areas which may come up.
 Interviewers have a general series of topics that they will introduce – perhaps such topics as coffee, or sleep, and will introduce them from time to time if the respondent does not bring them up.
 Tone of the interview is permissive and the respondent is allowed to talk as much as he likes.
 The interviewer must not influence the answers of the respondent.
 The interpretation of the answers is very subjective and knowledge of human behavior is required to analyze the information received.

Individual depth interviews uses three questioning techniques namely:

1. Laddering involves having respondents identify attributes that distinguish brands by asking questions. Each distinguishing attribute is then probed to determine why it is important or meaningful. These reasons are then probed to determine why it is important, and so forth. The purpose is to uncover the “ network of meanings” associated with the product, brand, or concept.
2. Hidden-issue questioning focuses on individual respondents feelings about sensitive issues. Analysis on focus on common underlying themes across respondents. These themes can then be used to guide advertising development
3. Symbolic questioning requires respondents to describe the opposites of the product/ activity of interest or a specific attribute of the product/ activity.

Individual depth interviews have been found to generate more and higher quality ideas on a per respondent basis than either focus or minigroups. They are particularly appropriate when:

1. Detailed probing of an individual’s behavior, attitude or needs is required;
2. The subject matter under discussion is likely to be of a highly confidential nature (e. g. personal investment)
3. The subject matter is of an emotionally charged or embarrassing nature;
4. Certain strong, socially acceptable norms exist (e.g. baby feeding) and the need to conform in a group discussion may influence responses;
5. Where highly detailed understanding of complicated behavior or decision- making pattern (e.g. planning the family holiday) are required; or
The interviews are with professional people or with people on the subject of their jobs 9 e.g. finance directors)

Hey Buddy,

I found some important information Study on Depth interviews and wanna share it with you and other's. So please download and check it.
 

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