Advantages And Disadvantages Of Semi-Structured Interviews
As it was mentioned previously, 4 semi-structured interviews are conducted. Semi-structured interviews are used in current research in order to identify main characteristics, which shoppers are using, when they are describing different types of shops (to confirm that measurement scale offered by d'Astous, 2003 is suitable for current research); to find out and range purchase reasons of facial cream by loyal consumers of particular brand which is selling products only in pharmacies due to their personality traits.
Guidelines of interviews were designed due to general requirements and rules of interview structure and consist of five parts. The beginning of each interview includes introduction part: “This research project is conducted as part
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This part is also divided into two subparts. First subpart is physical characteristics of the store, where we are investigating “countable” advantages and disadvantages of the place; possible intention to change this place (if it would be possible): location, shop size, number of people usually presented in shop etc.. The questions to identify physical shop characteristics might sound: “How can you describe the shop where you’re buying product A?”, “What are the advantages/disadvantages of the shop where you’re buying product A?”, “Do you have any other examples of the shops, which has same characteristics, as you just mentioned?”, “Can you imagine buying product A in other shop (if you would see it there), which kind of shop can it be (please describe)?”. For such questions answers “I am buying product A at the shop B, because it made me feel safe and convinced in quality of my purchase. I trust sales assistants”, “I am buying product A in a big, very bright and clean place. It has big windows and very nice assistants”, “I like the store… but it has really poor net around my city, that is why I need to go to this particular store by bus, which is not that convenient” are expected to be heard. Second subpart is emotional characteristics of the store, where we are digging into details of emotional feeling while person is in store: feelings, atmosphere, possible knowledge etc.. Basically everything, which is not possible to count, which is usually hard to explain logically: “When you’re in the shop where you’re buying product A, how do you feel yourself (is there any special atmosphere/music)?”, “What makes you have that special feelings?”. We hope to hear something similar to the next statements: “I feel myself very safe. Its all because relaxing music and information everywhere. I never feel myself an
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