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An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee , in an alternating series of usually brief questions and answers.
Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation.
Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner.
Unstructured interviews can be particularly useful when asking about personal experiences. In an unstructured interview the interviewer is able to discover important information which did not seem relevant before the interview and the interviewer can ask the participant to go further into the new topic.
Qualitative research methodologies are oriented towards developing an understanding of the meaning and experience dimensions of human lives and their social worlds. Good qualitative research is characterized by congruence between the perspective that informs the research questions and the research methods used.
In the social sciences, coding is an analytical process in which data, in both quantitative form (such as questionnaires results) or qualitative form (such as interview transcripts) are categorized to facilitate analysis. One purpose of coding is to transform the data into a form suitable for computer-aided analysis.
One form of unstructured interview is a focused interview in which the interviewer consciously and consistently guides the conversation so that the interviewee's responses do not stray from the main research topic or idea. [3] Interviews can also be highly structured conversations in which specific questions occur in a specified order. [4]
Interviews are used as a way for the respondent to express their emotions and thoughts about their experiences and allow the interviewer to have a better understanding of a situation. [ 5 ] When the member check procedure is used in a sample of people who were not the original participants in the study, the procedure can be used to assess ...