Methodology or “methodolatry”? An evaluation of focus groups and depth interviews
نویسندگان
چکیده
منابع مشابه
Methodology or ‘methodolatry’? an Evaluation of Focus Groups and Depth Interviews
Purpose – The aim of this research was to consider whether focus groups have justifiably become a more frequently used qualitative market research technique because of a superior research outcome. Although focus groups have extrinsic advantages such as speed and cost, there is evidence that individual depth interviews have intrinsic advantages relating to the quality of the research outcome. De...
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ژورنال
عنوان ژورنال: Qualitative Market Research: An International Journal
سال: 2006
ISSN: 1352-2752
DOI: 10.1108/13522750610640530