Discussion guide

Also known as a topic guide, this is an outline of key issues and areas of questioning used to guide a qualitative interview or group discussion. Such guides vary greatly in level of detail and in how flexibly they are applied - some use 'discussion guide' to refer to a more structured and 'topic guide' to refer to a looser, more open form.

In the 'cognitive' model of qualitative market research a very detailed guide may be applied consistently to every group or interview; in the 'conative' model a less detailed guide may be used, and this is likely to evolve significantly as the project progresses.

Synonyms

Topic guide

Related Terms

Cognitive model of qualitative market research
Conative model of qualitative market research