From the course: Market Research: Qualitative

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The critical step most researchers skip

The critical step most researchers skip

From the course: Market Research: Qualitative

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The critical step most researchers skip

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- I have witnessed interviews go sideways, not get you the data you need and be a total waste of time. All because the moderator skipped one very important step. I have seen interviewers only get through 1/3 of their discussion guide because they skipped this step. I have witnessed puzzled faces from participants because they don't understand the questions. And again, it's because the interviewer skipped this one critical step. This step is pilot testing, meaning doing a few test runs of your interview guide ahead of time. It really is critical to running a smooth qualitative research study especially in interview, and yet most researchers don't do it. Pilot testing is so important for an interviewer to get to know the discussion guide. It lets you work out the kinks in question order. Plan your time management and know which questions you'll be able to shorten or cut if one part goes longer than anticipated. It…

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