GLOSSARY
OF QUALITATIVE RESEARCH TERMINOLOGY, from MINDSET RESEARCH
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MINDSET
{ D E F I N I T I O N S }
LONG LIST
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Board Focus Group
Online format utilized to engage people in in-depth
discussions over an extended timeframe. Typically involves
10-20 individuals who may not be able to participate
in a real-time focus group due to time constraints.
Groups can literally be configured to include anyone
in the world and typically last about three to five
days allowing respondents to reflect and respond at
their own pace.
Client observation/viewing room
The room from which client personnel observe and listen
to focus group proceedings through a one-way mirror.
Also called the back room or viewing room.
Dyads/Triads
A qualitative research methodology in which a moderator
works with 2-3 respondents. Some researchers maintain
that the limited number of participants in a triad permits
the moderator to get more information from them than
is possible in a mini-group or full group.
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Ethnography
Methodology that involves the study of a small group of subjects
in their own environment. Ethnography can involve both descriptive
and interpretive elements of an observational nature and enables
deeper investigation of subjects over a longer period of time.
Executive
interview
The business equivalent of a one-on-one interview typically
conducted on-site at the respondents office, place of
business or by telephone.
Final report
The document that the researcher develops at the conclusion
of the research project. Its length varies, but a typical
final report includes several sections: a summary of the methodology
used, a review of the key findings, and the conclusions or
interpretations of what the findings mean in light of the
research objectives. Some final reports also contain a recommendations
section containing suggestions for the client's next steps
based on the conclusions of the research.
Focus Group
A qualitative research technique utilized to learn about consumer
attitudes and preferences for specific concepts, products
and services. Focus groups discussions are led by a trained
research moderator and typically last from 1-2 hours in duration.
Clients are able to observe the interaction and discussion
first-hand from behind a one-way mirror in an observation
room if desired. Most focus groups consist of 8-12 respondents
who usually share common characteristics such as demographics,
purchase patterns, work experience or household composition/income,
etc.
Focus Group Discussion Guide
A formal, written outline of topics to cover during a focus
group discussion. Key discussion points are reviewed and agreed
upon in advance to ensure specific content areas and research
objectives are covered in the discourse.
Focus Group Screener
A designed set of questions, guidelines, requirements and
quotas utilized by recruiters to screens and qualify prospective
respondents.
Honorarium
Monetary compensation paid to respondents in appreciation
and consideration for their time for participating in a research
study. The amount of the honorarium can vary widely depending
on time involved, research topic, location and target audience.
In-depth interview (IDI)
In-depth interviews are typically used to obtain information
that may be difficult to capture in a focus group due to its
sensitive or personal/behavioral nature. As opposed to the
interactive exchange of ideas and cross-fertilization format
of focus groups, IDIs are used to probe deeper into
personal attitudes and beliefs. They are conducted on an individual
basis and typically last between 30-60 minutes.
Intercept/Exit interview
A technique utilized to capture individual respondent data
on-premise; typically (and literally) as a consumer exits
an establishment such as a restaurant, retail store or other
types of businesses where a visit or transaction has just
occurred. The interview is usually quite brief (1-3 minutes)
as it is difficult to engage and hold time-constrained consumers
during their busy routines.
Mini-group
A focus group that contains between four to six participants.
More than six is normally considered a full group, and fewer
than four is a triad or a dyad.
Moderator
The professional market researcher hired by the client to
lead the focus group discussion.
Moderator guide
The outline that the moderator uses to lead the discussion
in the focus group session. It is developed by the moderator
on the basis of the briefings and identifies the topics that
will be covered in a focus group session, and the approximate
emphasis that will be given to each.
Multi-select questions
Study design that allows respondents to offer a number of
possible responses to an individual question.
Online Real-time Focus Groups
Live, online format bringing together respondents, clients
and moderator from different locations. Typical focus group
format/protocol is followed without the expense of travel
costs.
Open-ended data
Study design that allows data collection from respondents
whose answer to an unstructured question has been written-in
or offered without condition. A question that has no prelisted
answers which requires the respondent to answer is his or
her own words. Also known as a subjective question.
Over-recruit
The extra people who are recruited for a focus group to compensate
for the inevitable no-shows.
Participant
A person included in a focus group, survey or study. Also
called respondent, unit, subject, experimental unit or unit
of analysis.
Qualitative Research
Research data not subject to quantification or quantitative
analysis; characterized by the absence of empirical measurements
and an interest in subjective evaluation. Qualitative methodologies
include such techniques as focus groups, mini-groups, one
on-ones and open ended-questions.
Questionnaire
A set of questions designed to generate data necessary for
accomplishing the objectives of the research project.
Quotas
Identify the number and type of respondents who fall into
specific, desired categories (age, race, income, occupation,
etc.). When recruiting participants, interviewers ensure quotas
are met and the set of respondents is balanced per the research
study goals/design. A sample quota profile (typically a spreadsheet)
is produced to recap of information for all of the individuals
to be interviewed.
Recommendations
The section of the final report that suggests the next action
steps a client could take, based on the conclusions of the
research.
Recruitment
The process of securing participants for focus groups.
Re-screening
A brief interview conducted with potential participants when
they arrive at a facility to ensure that they really qualify
for the session. Re-screening normally uses some of the questions
that were originally asked when the participants were originally
recruited.
Respondent
The individual from which data are collected. Also called
participant, unit, unit of analysis, subject or experimental
unit.
Sampling
The method of selecting a specified portion, called a sample,
from a population, from which information concerning the whole
can be inferred.
SAQ (self-administered questionnaire)
A questionnaire completed with no interviewer involvement.
Scale
A closed-ended question for measuring attitudes. A set of
symbols or numbers so constructed that the symbols or numbers
can be assigned by a rule to the individual (or their behavior
or attitudes) to whom the scale is applied.
Single-select questions
Study design where respondents are allowed only a single response
to a posed question.
Telephone
focus groups
A qualitative research methodology in which seven to 10 people
are connected in a telephone conference call and a trained
moderator leads them through a discussion about a particular
topic. A focus group that is conducted via conference calling.
Topline
Preliminary results from a project, usually showing responses
of the total sample to a few key questions.
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