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Chapter 15
Qualitative Methods
Researcher using qualitative methods needs theoretical and social sensitivity
Balance what is being observed with what is known
Recognize subjective role of the researcher
Think abstractly and make connections among data collected
Copyright c 2001 The McGrawHill Companies, Inc. 1
Field Interviewing
Method for discovering how people
Think and feel about their communication practices
Order and assess their world Semidirected conversation
Goal is to uncover participant`s point of view More than just asking questions to get answers
Interviews can be formal, informal, or both
Copyright c 2001 The McGrawHill Companies, Inc. 2
The Interview Process
Conceptualize the interview study
Review the topical and interview literature Develop the purpose of your study
Develop research questions to guide your study Design the interview
Decide how to find and select respondents
Determine how many respondents are needed
Generally enough when interviews are producing the same data
Copyright c 2001 The McGrawHill Companies, Inc. 3
The Interview Process
Conduct the interview
Select locations and times comfortable and accessible for respondents
Best done in pairs One to interview
One to take notes
Establish context and frame for interview
Define situation, explain purpose, ask about taping the interview, ask if participant has any questions
Copyright c 2001 The McGrawHill Companies, Inc. 4
The Interview Process
Ask questions
Carefully construct questions to get the information you need or to prompt discussion
Prepare and use an interview guide
Ask relevant biographical questions to contextualize information
Some questions should allow respondent to tell his or her own story
Open questions are better than closed questions
Copyright c 2001 The McGrawHill Companies, Inc. 5
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