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When choosing to interview as a method for conducting qualitative research, it is important to be tactful and sensitive in your approach. Interviewer and researcher, Irving Seidman, devotes an entire chapter of his book, Interviewing as Qualitative Research, to the importance of proper interviewing technique and interviewer etiquette.
In qualitative research however, data are collected repeatedly until one or more specific stopping conditions are met, reflecting a nonstatic attitude to the planning and design of research activities. An example of this dynamism might be when the qualitative researcher unexpectedly changes their research focus or design midway through a study ...
In consumer research, a range of qualitative methods are used, particularly in-depth interviews, focus groups and ethnographic observation. [8] In B2B research, focus groups and ethnographic observation are used far less frequently due to the nature of business decision-makers, and in-depth interviews are most frequently used in B2B research: [9]
Since a semi-structured interview is a combination of an unstructured interview and a structured interview, it has the advantages of both. The interviewees can express their opinions and ask questions to the interviewers during the interview, which encourages them to give more useful information, such as their opinions toward sensitive issues, to the qualitative research.
Ethnographic interviewing originated in studies of cultural anthropology, emphasizing on the quality of the relationship with respondents. [21] Ethnographic interviews are normally conducted in the form of the unstructured interview with participants from a particular culture in which the interviewer or researcher wishes to obtain knowledge from.
A structured interview (also known as a standardized interview or a researcher-administered survey) is a quantitative research method commonly employed in survey research. The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order. This ensures that answers can be reliably aggregated ...
formal qualitative research through in-depth interviews, focus groups, projective methods, case studies or pilot studies; According to Stebbins (2001) "Social Science exploration is a broad-ranging, purposive, systematic prearranged undertaking designed to maximize the discovery of generalizations leading to description and understanding". [1]
Member checking can be done during the interview process, at the conclusion of the study, or both to increase the credibility and validity (statistics) of a qualitative study. The interviewer should strive to build rapport with the interviewee in order to obtain honest and open responses. During an interview, the researcher will restate or ...