Interviewing

The collection of data by asking people questions and following up or probing their answers. In qualitative market research an interview may be conducted with just one respondent (this is known as a depth interview), with pairs (paired depths), small groups (mini-groups), or group discussions of between 5 and 8 participants. (In the US, focus groups may comprise between 5 and 12 respondents.)

In 'conative' qualitative research especially, the nature of the interaction often goes beyond asking people questions, and will include asking them to participate in verbal or non-verbal tasks and exercises, using what are known as projective and enabling techniques.

Related Terms

• Conative model
• Cognitive model
• Group discussion
• Depth interview
• Paired depth interview
• Mini-group discussion
• Triad
• Focus group
• Projective and enabling techniques