Lecture 2

Question 1

States in the qualitative interview process

Answer 1

1. Prior the interview: preparation, find the issue/topic and make questions, make a guide: structured/unstructured
2. During the interview: ask for permission to record, take notes, orientation (why we are doing this interview)
3. What happens after the interview: support for the interviewer, data protection and management, data transcription (writing down word by word from the recording)

Question 1

What types of qualitative interviews are there?

Answer 1

• Structured interviews (beginner): concrete questions, concrete order
• Unstructured interviews (expert): no need for a list of questions, you can go deeper, ask more questions, you decide witch questions you want to ask, reliability and validity
• Semi-structured interviews (semi-expert): something in between, some questions are structured, some are not

Question 2

What is retail (detaljhandel?)

Answer 2

• Sale of goods and services to consumers
• Brick-and-mortar stores (Rema, Meny, Volvo, Auto, Salon, Zara)
• Online stores
• Direct sales
• Direct mail (directly sale to a customer)
• Foodora and Wolt

Question 3

The steps in a focus group study

Answer 3

1. Planning the study
2. Optimizing the choice of group participants (people from which country, how mant people?)
3. Optimizing the group structure
4. Planning how many focus groups
5. Planning what questions to ask and when
6. Things that the moderator does (no conflict, make sure everybody get to talk)