Using the repertory grid to access the underlying realities in key account relationships
Beth RogersPortsmouth Business School
Lynette RyalsCranfield School of Management
In any marketing research project, it is vital to ensure that data are valid and reliable. The depth interview is one of the most widely used approaches to qualitative data gathering used by marketing researchers. In a depth interview, a series of topics or themes are set out in a discussion guideline; the interviewer then uses his or her skills and judgement to guide the discussion. Depth interviews offer the benefits of an...