24 l Primary Data Collection Methods: Interviews, Focus Groups, and Observation скачать в хорошем качестве

24 l Primary Data Collection Methods: Interviews, Focus Groups, and Observation

In this Video from Strategy & Planning, we explore qualitative primary data collection methods and how they are used to gain deeper insight into customer behaviour and experiences. This session focuses on three key qualitative research approaches: interviews, focus groups, and observation (including ethnography). You will examine how each method works, when it should be used, and how organisations apply these approaches to inform marketing decisions and improve customer experiences. Key topics covered include: One-to-one interviews and in-depth interviews, including structured, semi-structured, and unstructured formats How interviews uncover motivations, perceptions, and emotional drivers behind customer behaviour Focus groups as a tool for generating discussion, testing concepts, and understanding group dynamics The strengths and limitations of focus groups, including groupthink and dominant voices Observation and ethnography as methods for capturing real customer behaviour Ethical and practical considerations, including consent, privacy, and data protection UK-based examples from McDonald’s, Greggs, Costa, Tesco, ASOS, and HSBC The lecture highlights how qualitative methods complement quantitative research and how combining approaches leads to more reliable, insight-led marketing decisions. This session is ideal for learners studying Marketing Level 6, apprenticeships, or CIM-aligned programmes, and supports the development of analytical thinking, customer empathy, and evidence-based strategy #PrimaryData #PrimaryData #MarketingResearch #QualitativeResearch #kentbusinesscollege