Chapter 5

Question 1

There are 2 types of qualitative interviews:

Answer 1

1. Unstructured data collection: Involves a broad agenda which focuses on the issues to be explored across the sample. These generally do not have a specific wording or way they are followed up as they may vary between interviews (on methods such as probing).
2. Semi-structured data collection: The interviewer asks the same questions the same way each time and does some probing for further information, however the extent of the probing does not go as far as unstructured data collection.

Question 2

What is the order/structure of an interview guide? (4)

Answer 2

1. Introduction
2. Easy- questions at the beginning are more on the surface. This is where background and contextual information are asked.
3. Core part of the interview- these are the deeper questions and discussions. The questions go from general to specific and tend to ask more about the respondents attitude.
4. Wind down- questions focused toward the future and any suggestions.

Question 3

What is an interview guide?

Answer 3

This is a tool to improve the consistency of data collection. It is generally used when there are multiple researchers, as it provides a systematical structure therefore increasing consistency.

Question 4

What qualities does a good interview guide have? (7)

Answer 4

1. Stating objectives - what is the researcher trying to accomplish?
2. Introduction - What parts of the subject need to be covered; asking for consent to interview; data use information.
3. Clear layout:
   
   • Readable font size
   • Different colors allocated to sections
   • Different levels of bullet points
   • Highlighting/bold key words
4. Clear language and terminology - neutral and appropriate language to avoid setting any bias.
5. Clear instructions on interview guide - more clarity for the interviewer and possible reminders on what to mention at the beginning or end.
6. Case illustrations/examples- adding depth and richness to data collection.
7. Summary page - the topics mentioned in section headings providing quick access of where to lead the conversation.

Question 5

What are enabling and projective techniques used for?

Answer 5

These are techniques which both use a stimulus and are used to ensure the answers that are given are valid. It generally breaks the 4 barriers commonly found with participants.

Question 6

What are the 4 barriers participants may have in the data collection process?

Answer 6

1. Knowledge barrier - The participant does not have sufficient knowledge on the subject. This generally results in unconscious attitudes.
2. Rationality barrier- this is where a rational explanation to behavior is provided instead of an emotional one.
3. Inaccessibility barrier - where the respondent does not want to say certain things.
4. Politeness barrier - the respondent gives a socially desirable answer.

Question 7

How do projective techniques benefit the data collection process? (4)

Answer 7

1. Breaking through defense mechanisms.
2. Accessing information from the respondent in which they may not be aware of.
3. Accessing information the respondent may not want to reveal about themselves.
4. Elicitation technique- where the interviewer attempts to extract predetermined information from interviewees without making them aware they are a collection target. (Finding assumptions participants have).

Question 8

What does a elicitation technique do?

Answer 8

Where the interviewer attempts to extract predetermined information(assumptions) from interviewees. (Finding assumptions participants have).

Question 9

What are the 5 projective techniques?

Answer 9

1. Association techniques - word association; brand personality
2. Completion procedures - such as finishing sentences; brand mapping.
3. Construction techniques - indirect questions; fill-in speech bubbles.
4. Expressive methods - role playing; drawing
5. Choice-ordering - Q-Sort: this is where a number of propositions are arranged.

Question 10

What are the 4 enabling techniques?

Answer 10

1. Vignette - Providing a brief description of a particular circumstance, person, or event (painting a picture). This “picture” is the basis for discussion in focus groups.
   i.e. AA Meeting–> Scenario described at a family function with alcohol.
2. Card sorting - Written or visual examples on a card which can either be ranked or the participant may try to link issues between these cards.
3. Giving information or showing written material - This provides context and information into the subject and is used when the respondents generally are unaware of the topic.
4. Mapping emergent issues - Emerging issues are provided to a group and they would talk about them in more depth.

Question 11

What are fieldnotes?

Answer 11

These are a well known data collection method in ethnographic research focused on observation from the primary data - Someone using a naturally occurring data method.