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In-Depth Interview Guide for Piticó

The document is a guide for conducting in-depth interviews, outlining the structure and key topics to cover. It includes sections on the interviewee's background, perceptions of Piticó and its competition, service quality, customer insights, and suggestions for improvement. The guide emphasizes understanding both employee and customer perspectives to enhance Piticó's operations and competitiveness.

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4 views4 pages

In-Depth Interview Guide for Piticó

The document is a guide for conducting in-depth interviews, outlining the structure and key topics to cover. It includes sections on the interviewee's background, perceptions of Piticó and its competition, service quality, customer insights, and suggestions for improvement. The guide emphasizes understanding both employee and customer perspectives to enhance Piticó's operations and competitiveness.

Translated by

ScribdTranslations
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

GUIDE FOR IN-DEPTH INTERVIEW

Welcome and thank you.


2. Introduction environment.
3. Presentation of the person in charge of the interview.
4. Ask the interviewee to introduce themselves. (name, age, municipality where they live, occupation)
5. Inform about the topic to be discussed
a. General theme
How did you start working for Piticó?
What was your perspective of Piticó before working here?
iii. What is your current perception?
b. About the competition.
From your perspective, does Piticó have competition? What is it?
ii. How do you notice that the market has reacted to the arrival of the
Oxxo's?
What does Piticó have that Oxxo doesn't?
c. About the service.
i. ¿Qué es para ti un buen servicio? Y ¿Cuál es un mal servicio?
Does Piticó have good service or bad service? In relation to the competition.
iii. What would you improve regarding the pitico service?
iv. What about customer service policies?
Do the store employees have any type of customer service protocol?
for their clients?
If you were a customer and couldn't find what you were looking for, how would you feel?
d. About the clients.
i. Do you know your customers? How well do you know them?
Do you have any control over your frequent customers?
iii. Do you know when a customer is satisfied with their purchase? How do you know?
Do you know?
iv. ¿Cuántas quejas sueles recibir al mes?, ¿A qué se deben las quejas?
e. About the products
What are the best-selling products in the store you have?
cargo?
ii. Do you know why you think they sell more?
iii. How much does the good arrangement of the products help them?
iv. What do you know about merchandising?
f. About the environment.
What do you think of the store's location?
What are the advantages and disadvantages of its location?
6. CLOSING OF THE INTERVIEW
a. About improvements.
What do you suggest be done to improve Piticó's attention?
ii. What things do you think should be stopped to make room for
something more productive?
IN-DEPTH INTERVIEW GUIDE

Welcome and thank you.


2. Introduction environment.
3. Presentation of the person in charge of the interview.
4. Ask the interviewee to introduce themselves. (name, age, municipality where they live, occupation,
age of their children
5. Inform about the topic to be discussed
a. General theme.
Are you the one in charge of doing the family's shopping?
Have you bought at Piticó before?
iii. Why have you bought at Piticó?
b. About the competition.
What other stores do you consider going to for your shopping? And why?
How is your shopping experience in those stores?
iii. Why do you decide to go back to shop at those stores on other occasions?
iv. What other stores do you think are somewhat similar to Piticó?
Why?
What do those other stores have in common with Piticó?
What do those stores have that Piticó does not?
c. About the service.
What do you consider to be good service?
ii. How do you consider bad service?
iii. How important is good service to you in a store?
self-service?
iv. How would you rate the service of Piticó from 1 to 10, with 10 being the best?
Highest rating? And why?
v. How would you rate the service of the other stores you visited from 1 to 10?
Is 10 the highest grade? And why?
d. Purchase process
i. How many times during the month are you going to shop at Piticó?
ii. Does he/she always go to the same branch?
iii. When does it come in that catches your attention the most?
iv. Do you pay attention to promotions?
What matters more to you, the price or the brand of the product?
vi. How long does it take to make your purchase? What does it depend on?
time it takes?
Do you take your children when you go shopping?
viii. When you take your children shopping, what happens?
ix. Do you often buy more things than you had planned?
x. How much do you approximately spend on a purchase in Piticó?
e. About the environment.
What do you think of the store's location?
What are the advantages and disadvantages of its location?
6. CLOSING OF THE INTERVIEW.
a. What suggestions do you have for Piticó to be better than its competition?

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