Chapter 5 - Wilson Marketing Research

An interview that is conducted face-to-face in which the subject matter of the interview is explored in detail using an unstructured and flexible approach.

A depth interview involving two respondents such as married couples, business partners, teenage friends or a mother and child.

A specialised type of individual depth interview that involves respondents being interviewed while they shop in a retail store and combines observation with detailed questioning.

Sometimes known as an interviewer guide. It outlines the broad agenda of issues to be explored in an individual depth interview or group discussion. It may also indicate the points at which stimulus material or projective techniques should be introduced.

Also known as focus groups or group depth interviews. These are depth interviews undertaken with a group of respondents. In addition to the increased number of respondents, they differ from individual depth interviews in that they involve interaction between the participants.

The interaction between group members in group discussions.

A questionnaire used for identifying suitable respondents for a particular research activity, such as a group discussion.

Specialist facilities/locations for group discussions set out in the form of a boardroom or living room with video cameras or a large one-way mirror built into one wall.

The interviewer responsible for the management and encouragement of participants in a group discussion.

Materials used in group discussions and individual depth interviews to communicate the marketer or advertiser’s latest creative thinking for a product, packaging or advertising to the respondents.

Sometimes known as third-party technique, this is a projective technique that asks the respondent to consider what other people would think about a situation.

Techniques used in group discussions and individual depth interviews to facilitate a deeper exploration of a respondent’s attitudes towards a concept, product or situation.

A projective technique that involves asking respondents what brands or products they associate with specific words.

A projective technique that involves presenting a set of competing brand names to respondents and getting them to group them into categories based on certain dimensions, such as innovativeness, value for money, service quality and product range.

A projective technique that involves respondents imagining a brand as a person and describing their looks, clothes, lifestyles, employment, etc.