Gang Survey is a group test, consolidating qualitative and quantitative methods.
The main area of Gang survey application is new product launch surveys. This method is of current interest as it provides more reliable information excluding fieldwork control problem due to the opportunity to watch the process the same way as focus group session; and more timely information as it mixes two usually following one another surveys and combines qualitative and quantitative methods:
quantitative approach - filling standardized questionnaire in under moderator supervision;
qualitative approach - discussion of the most important qualitative questions (e.g. preference reasons of samples tested).
We provide you with more information on Gang Survey methodology and technique.
A focus group is a small, but demographically diverse group of people and whose reactions are studied especially in market research or political analysis in guided or open discussions about a new product or something else to determine the reactions that can be expected from a larger population. It is a form of qualitative research consisting of interviews in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. During this process, the researcher either takes notes or records the vital points he or she is getting from the group. Researchers should select members of the focus group carefully for effective and authoritative responses.
Indepth (one on one interviews) Interviewing corporate elites has received limited attention in the methodological literature. Such elites are considered highly difficult to gain access to and, if involved, are believed to use their power asymmetry to dominate the interview. Understanding the context is considered essential to elite access, interview conduct, and interpretation of findings. The healthcare sector provides interesting challenges for in-depth elite interviewing, including historical norms regarding interview access, types, and duration. In this article, the authors report on the strategies used to gain access to and engage healthcare elites who participated in multiple personal interviews using the in-depth interviewing method. Techniques for identifying and recruiting potential participants, scheduling and preparing for the interview, and establishing rapport are described. Concept mapping is presented as a way of fully engaging the elites in the interview process and facilitating trustworthiness.