When a professional interviewer holds a 90-minute discussion with ...

[geodog55]

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____.
 a. depth interview
  b. concept test
  c. focus interview
  d. hermeneutic analysis

Question 2

What are the steps for coding of responses to open-ended questions?

[SamMuagrove]

Answer to Question 1

A

Answer to Question 2

Step 1 . Two reviewers independently read through all responses.
Step 2 . Each reviewer forms a comprehensive list of key words and phrases.
Step 3 . Together with a third reviewer, the two lists should be merged into one list.
Step 4 . Have two additional individuals sort the responses based on the categories created in the third step.
Step 5 . The two individuals from Step 4 with another new individual should come to an agreement on the sorting of responses.

Note that the first 3 steps should be considered adequate, whereas steps 4 and 5 are considered excruciatingly correct or too costly to be practicable.