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Qualitative Research:

Research that deals with the quality, type, or components of a group, substance, or mixture, whose methods are applied to advertising audience research in order to determine the quality of audience responses to advertising. Qualitative research is exploratory in nature and uses procedures such as in-depth interviews and focus group interviews to gain insights and develop creative advertising tactics.

 

Quantitative Research:

Quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information about the world.

This research method is used:

to describe variables;

to examine relationships among variables;

to determine cause-and-effect interactions between variables.

 

Standard FGD’s:

A group of interacting individuals having some common interest or characteristics, brought together by a moderator, who uses the group and its interaction as a way to gain information about a specific or focused issue.

 

Mini  FGD’s:

A small group selected from a wider population and sampled, as by open discussion, for its members’ opinions about or emotional response to a particular subject or area, used especially in market research or political analysis.

 

Extended  FGD’s:

These span upto 4 hours or more with breaks in between to account for respondents’ fatigue levels. These require a longer time duration as they generally incorporate various projective techniques which are time consuming. Extended focus group discussions allow a greater in depth disclosure of participants’ opinions, preferences, associations, mental maps, latent demands, etc.

 

Paired interviews:

The paired interview method applies the thinking behind pair programming toward user research.  Instead of doing the more traditional one-on-one interviews with end users and domain experts, the researcher instead asks end users to interview one another, while moderating their discussion. The end result is a research findings artifact, commonly in the form of a prioritized list of story cards or a story map, created by the session participants during the session, rather than by the researcher after the session.

 

One to one interviews:

A one to one interview takes place between the candidate and the interviewer.

Although it can be relatively informal, it is best to assume that it will be formal, and act and dress accordingly. In any case it will be more than a casual conversation, so prepare thoroughly and do your research.

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