Indywidualne wywiady pogłębione i zogniskowane wywiady grupowe -- Analiza porównawcza
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Date
2000
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IFiS Publishers
Abstract
I compare here Focus Group lnterviews (FGIs) - and Individual in-Depth lnterviews
(IDIs) which are two most intensively applied qualitative techniques in marketing
research. They differ mainly in application to different goals which implies
different kind of data which are produced by them. FGl-s are used if one needs to
observe how people behave in groups. This is purely explorative approach which
aims at comprehensive analysis of behaviours, to get aggregated rather than individual
picture of consumers. Another two reasons are that in using FGI we can
have results very quickly and generate a number of creative ideas. lndividual in-Depth lnterviews, though, are used in research on problems concerning individuals
themselves, when - bearing in mind peculiar research questions (like intimate problems or problems especially subjected to opinions of other persons) we are
going to eliminate effect of the group.
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Citation
Ask: Research and Methods. Volume 9, Issue 1 (2000), pp. 39-50