Exploring the in-depth interview as a qualitative research technique with American and Japanese firms

Explains the two most commonly used qualitative research methods as the individually intensive or in-depth interviews and focus group discussions. Suggests that, while it is possible to have a large number of interviews in order to draw sufficient statistical conclusions, this may not be cost-effective or necessary for “non-domestic” markets, e.g. industrial markets, where unpublished, but important information is frequently sought from senior managers and chief executives of leading industrial corporations and independent experts. Reports on a qualitative research methodology which uses in-depth interviews to create a viable approach for specific research overseas. The research focuses on a sample of leading US and Japanese manufacturers of photocopiers, bearings and machine tools for British industrial markets in order to examine the viability of low pricing as a strategic option in the US and Japanese international marketing mixes. Concludes that the outcomes of the research showed the usefulness of the in-depth interview technique with senior company managers on a “less directive”, i.e. semi-structured basis, which encouraged respondents to express experiences, attitudes, needs and ideas relevant to their companies’ marketing strategies and price competition in the marketplace.