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Depth Interviews in Applied Marketing Research

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Kelly Page
Kelly Page

Slides for a lecture delivered by Dr. Kelly Page about the use and conduct of Qualitative Depth Interviews in Applied Marketing Research.

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Qualitative Marketing Research – Depth Interviews Week 4 (2) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
Summary Slide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Are In-depth Interviews? ,[object Object],[object Object],[object Object],[object Object]
Applications of Depth Interviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Features ,[object Object],[object Object],[object Object],[object Object],[object Object]
How Are We To Think Of An In-depth Interview? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Art of a Good Interview ,[object Object]
Interview Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Interviewer ,[object Object],[object Object],[object Object],[object Object]
Managing the Interview (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing the Interview (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Constructing a Discussion Guide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wording Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Types Of Probes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Types of Probes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Closing the Interview ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tape-Recorded Interviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Transcribing Interviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In-depth Interviews: Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object]
In-Depth Interviews: Limitations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary Slide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)

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Depth Interviews in Applied Marketing Research

  • 1. Qualitative Marketing Research – Depth Interviews Week 4 (2) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
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  • 22. The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)