New Guide for Qualitative Research Focus Groups and In-Depth Interviews
1. Scope
1.1 The two most generally recognized categories of consumer research are quantitative and qualitative. 1.2 Qualitative research aims to gather an in-depth understanding of human behavior by developing a dialogue with target respondents. The goal of qualitative research is often to explore and describe in-depth feelings, emotions, opinions, behaviors, as well as to investigate the why and how of decision making. Unlike quantitative research, qualitative research is not intended to collect numerical or statistical data. 1.3 This document will give the reader an introduction to focus groups and in-depth interviews. The purpose of the document is to guide practitioners, project leaders, and end-users of qualitative research through the process of planning, conducting and analyzing focus groups and in-depth interviews and applying the information to business needs. 1.4 This standard does not purport to address all of the safety concerns, if any, associated with its use. It is the responsibility of the user of this standard to establish appropriate safety and health practices and determine the applicability of regulatory limitations prior to use.
Keywords
qualitative, focus groups, in depth interviews
Rationale
This document will give the reader an introduction to focus groups and in-depth interviews. The purpose of the document is to guide practitioners, project leaders, and end-users of qualitative research through the process of planning, conducting and analyzing focus groups and in-depth interviews and applying the information to business needs.
