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how qualitative research can be conducted in services marketing

how qualitative research can be conducted in services marketing

The answer is :

The main qualitative research methods used are focus groups and in-depth interviews. In depth interviews are one to one, face to face interviews, which are carried out in a natural, conversational form which allow the respondents to feel free to share their opinions. This method is especially well suited for analysing sensitive issues which the respondent might otherwise feel uncomfortable speaking about. On the other hand, focus groups consist of a discussion between eight to ten people, in which the researcher asks a number of questions which the respondents then discuss as a group. This method allows the respondents to build on each other’s comments and ideas.

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