Methods of Collecting Qualitative Data are:
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- Focus Group Interview
1. Depth Interview
A depth interview is a one-on-one, detailed interview conducted to explore the respondent’s thoughts, feelings, experiences, and perceptions in depth.
- The interviewer asks open-ended questions and encourages the respondent to elaborate, allowing for rich, detailed data.
- Depth interviews are especially useful when studying personal, sensitive, or complex issues, as they provide deep insights into individual perspectives.
Generally, following steps are to be followed while conducting depth interview:
- Formulate a Plan
- Select Respondents based on their experience
- Prepare Interview Guidelines
- Introduce Yourself
- Conduct the Interview and Record Responses
- Analyzing the Data
- Prepare the Report
2. Focus Group Interview
A focus group interview involves a small group of participants (usually 6–12) discussing a topic guided by a moderator.
- The goal is to explore collective opinions, attitudes, and experiences, as well as how participants influence each other.
- Focus groups are useful for generating ideas, understanding group dynamics, and observing interaction patterns in a social context.
Focus group interview is considered more important in the following conditions:
- To Explore an Issue in Detail
- To Develop Research Questions
- To Promote New Ideas
- To Validate Empirical Results
- To Discuss Managerial Issues
- To Understand Impressions and Perceptions
Focus group interview can be conducted using different methods:
- Telephone focus group
- Online focus group discussion
- Video-conferencing focus group discussion