The Words of Market Research
Get through market research vocabulary. Understand the jargon and get things done!
Discussion guide/scenario
| Term | Main definition |
|---|---|
| Discussion guide/scenario | This is a script with a set of questions used for qualitative research. It can also include a scenario. The scenario is here to guide respondents through the discussion and to make sure this last one is structured. Also see: Discussion Groups (FGI), In Depth Interviews (IDI), Qualitative research |
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