The Group Depth Interview:
Principles and Practice

This solid, comprehensive treatment of qualitative research by Alfred E. Goldman, Ph.D. and Susan Schwartz McDonald, Ph.D. presents both theory and practice, with a primary emphasis on the practical use of group interview methodologies to develop effective marketing insights. The volume is appropriate for moderators as well as marketing research generalists; product and marketing managers; and marketing educators. The Group Depth Interview is also suitable as a supplement to courses in consumer behavior, market research, and qualitative research.

Readers will learn when to use the group interview methods as well as when not to use them. The development and use of proper facilities for this specialized research setting are fully discussed. The book thoroughly covers how to carry out the research— from the design of the study through analysis and report writing.

Group management techniques and one-on-one "probing" skills - tools needed to elicit insight while avoiding bias and the pitfalls of contamination - are well illustrated throughout the book with verbatim quotations from actual interviews.