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Originally, the researchers used to be in charge of everything in the study. They conducted the focus group meetings, in depth interviews, phone interviews, video conferences, and at the end of the day, they go over all that was recorded and transcribe it while the entire process was still fresh in their memory. Some focus group sessions and in depth interviews take more than an hour to do so transcribing it would mean a researcher would take long before they could start their analysis and reports. Since transcriptions are an important part of every research, companies providing transcription services are rapidly increasing. They offer transcription services for any kind of research situation making the job of researchers easier. The length of time for them to fully transcribe a session would depend on how long the content is. Most transcription companies offer a 24-48 hour completion time. Market research companies still aim for faster service and it's not impossible since more tools are being created to cater to the needs of transcribers. Soon, the wait may be even less than 24 hours. Here are some uses of transcriptions that lead to its increasing demand in marketing research: 1. Keeps everyone informed of what transpired in an interview (in depth, phone, focus group). When an interview is done, the researcher and the respondent are not exactly alone. There is an audience of one or more observers. If an observer suddenly has to leave, the transcription can fill them in on the part that they weren't able to witness. 2. Makes reporting easier. Every researcher makes reports after the study has finished. Having a transcription helps them quote respondents verbatim when necessary. They can also present the transcription as an extra when handing in their report for the clients to see where the quotes came from, who said it and to see what the others also said and how they responded in the interview. 3. A guarantee of accuracy. Transcriptions is considered a full record of a session in text. For clients, having a copy of this is a guarantee of the accuracy of the results and observations that a researcher arrives at. Most of the video feeds and recordings have a time limit for until when it can be stored in the database of a marketing research solutions firm. After a few months, the transcriptions of the conducted researches will be the only material left for reference.
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