Fast-tracking research with paired interviews
(link through elearningpost)
Why why do research agencies still cling to conventional beaten-to-death techniques – even though in many situations it is not the best or most efficient method of data collection / analysis – so much so that qualitative research (atleast in India) has become synonymous with focus groups?
I was doing some research for a large agency recently – on television viewing habits and channel preferences – and data collection was through surprise surprise – focus groups – in that situati0n, paired interviews or even family interviews made so much more sense – television viewing is strictly a family decision and the kind of compromises / interplay between family members would have made for fascinating and useful data – by the time I got involved in the project, there was no scope for any thought other than focus groups… and I feel that frustration each time I encounter focus group situations where other simpler tools would have worked better…
Hey just where are u located? I thot it was in Delhi now.. and then suddenly blr n bombay come into picture..
:)) I live in Bombay… was visiting Delhi on work… and I used to live in Bangalore before moving to Bombay! and I keep traveling on work, so you will see local updates from lots of places 🙂