Depth Interview       back

A depth interview is a lengthy (30 minutes or more) nonstructured interview between a respondent and a highly trained interviewer.  The interviewee is encouraged to speek freely about theri activities, attitudes and interestss in additions to product catergory, brand or ad under study.  The interviews are recorded and then later studied.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Focus Groups          back

A focus group is  usually a group of eight to ten respondents who meet with a moderator/analyst (account planner) for a group discussion.  It is focused on a particular product or product category etc...  
The respondents are encouraged to discuss their:
  • interests
  • attitudes 
  • reactions 
  • motives 
  • lifestyles 
  • feelings about the product usage 
  • feelings about product experience.
It normally takes 2 hours to complete, and it can have several a day versus only a few individuals a day, as in depth interviews.  Focus groups are sometimes taped and videotaped.  They are usually held in conference rooms with one way mirrors that allow staff members to observe the sessions without interupting.  Focus group respondents are selected carefully through a screening process by taking a questionnaire prepared by marketing managers.  Respondents are usually paid for their participation in the focus goup.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Observational Researchback

Observational research entails observing individuals in the process of buying and using a product.  Many organizations use trained researachers/observers to watch, note and sometimes videotape consumers in stores, malls, or their homes.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Experimentation               back

Exepimentation, often called causal research,involves testing the relative appeals of many types of variables such as package designs, prices, promotional offers, or copy themes through experiments designed to identify cause and effect.   In the experiement the independent variable is manipulated while others are kept constant.  A controlled experiment ensures that any change, or difference in outcome of the dependent variable is due to different treatments of the variable under study and not to other extraneous factors.
A huge portion of causal research is test marketing where products, new packaging, and promotions are manipulated in a controlled setting to determine or predict possible responses or sales of those products.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Surveys                    back

Surveys are often conducted to determine consumers preferences and consumption experiences.  They can be done in person, by mail, telephone, or online.  The researcher must weigh the advantages and disadvantages of each type before selecting a certain method of contact.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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