what is a key disadvantage to using an interview to collect information for a job​ analysis?
Terminal update: March 2020.
In an before commodity we discussed the major differences between focus groups and contiguous interviews. Today we'd similar to compare both methodologies and discuss the pros and cons of focus groups vs. interviews.
If you are interested in market research in general, and qualitative techniques in item, don't miss out our stride-by-step guide to market research in which we discuss a thorough approach to all types of marketing questions. The guide can be downloaded for free here.
Feel costless to watch the video beneath (undertitled in English) where our founder, Dr. Pierre-Nicolas Schwab, sums the differences, advantages and inconvenients of focus groups vs. qualitative interviews.
Tabular array of contents
- Advantages of focus groups
- Advantages of qualitative interviews
- Disadvantages of focus groups
- Disadvantages of qualitative interviews
- Pros and cons of focus groups vs. interviews : an overview
- How to choose?
Advantages of Focus groups
Focus groups are specially suited when y'all desire to confirm your analysis with a wide diversity of consumers' profiles. Focus groups are indeed the best way to commutation viewpoints and discuss disagreements betwixt consumers. This dynamics will non be captured in a face-to-face up interview. In add-on focus groups may exist less expensive than interviews, provided the analytical handling remains light. Most market inquiry institutes take indeed removed the costly part of the process (i.e. transcriptions and coding). For more information on the budget part, please read our ultimate guide to market research price.
Advantages of qualitative interviews
An interview will allow you to get much deeper, in particular cheers to a longer speaking time. More insights are likely to exist collected, which volition exist useful for a later quantitative phase. We discover information technology easier to clarify individual interviews than focus groups (especially if you decide to lawmaking your interview in a software like Maxqda)
Terminal just non to the lowest degree, the office of the interviewer is commonly less important in interviews than in focus groups; the expected bias, if an interviewing guide has been well prepared, will therefore exist lower also.
Speaking times: the differences between focus groups and interviews
I aspect that is often overlooked is the speaking times differences between focus groups and interviews. A focus group usually gather around 8 participants for ii hours. An private interview is usually around 45-sixty minutes. Separate 2 hours (120 minutes) by 8 and you obtain 15 minutes speaking time per participant in a focus group vs. 45 to lx minutes in a face-to-face individual interview. This is 3 to 4 times less. That'due south why individual interviews are usually seen every bit an exploratory market enquiry technique, whereas focus groups are more confirmatory by nature.
Disadvantages of focus groups
Whereas focus groups are easy to organize with consumers, they are much more challenging in a B2B context. Accept yous ever tried to get 8 or 10 busy professionals effectually one tabular array outside of business hours?
Whatever the setting, the function of the moderator is key to make people speak and interact. The risk to fail is considerably higher than when you follow a well-prepared interview guide.
If you want to larn more about moderator's bias please read this article. We highlight in particular one academic enquiry by Grønkjær et al. (2011) which land that :
Our analyses identified how interaction tin can come to a dead-finish, including the risk of hierarchical bug. Based on the analyses from this report, the moderator'south ability to pursue the participants' utterances may be the reason for coming to a expressionless-terminate.
Disadvantages of contiguous interviews
The logistics side of the interviews is complicated, especially if you accept to travel meet the interviewees. Writing an interview guide is a process that is also certainly more time-consuming for an private interview than for a focus group.
Moreover, analyzing all interviews requires skills (and tools) that are neither like shooting fish in a barrel nor cheap to acquire. Finally face-to-face interviews can exist especially challenging to organize in a B2B setting (in some cases we even had to refuse B2B market place research projects because nosotros thought they were not feasible).
Pros and cons of focus groups vs. interviews: a summary
How to choose?
It may seem challenging to cull between individual interviews and focus groups. Qualitative interviews are best suited if you want to gather specific experiences and opinions that yous can explore in more depth with your interviewer. This format allows respondents to experience free to confide in you without judging their answers (feeling of trust and closeness to the interviewer) and avoids bias.
Focus groups volition be of particular interest to challenge an idea to different experts, consumers or prospects, on the concept of a brainstorming session. In item, it volition be interesting to invite people with complementary experiences to identify the crucial points you lot will need to work on in the future.
Tags: market research methodsSource: https://www.intotheminds.com/blog/en/focus-groups-vs-interviews-pros-and-cons/
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