Qualitative Data 2 (8) Flashcards
What are the 3 types is interview
Structured
Semi structured
Unstructured
What’s a structured interview
Interviewer determined form and direction of questioning in advance
What’s an unstructured interview
No prepared list of questions
What’s a semi structured interview
Mixture of structured and unstructured, probes can be used
What are the two advantages of interviews
Focus on ppts view and experience
Deeper layers of meaning can be revealed
How can an interviewer get more layers of meaning out of ppts
Follow up questions
Verbal and non verbal encouragement
What are the two credibility issues of interviews
Demand characteristics
Social desirability bias
What’s a focus group
Collects data through group interaction on topic chosen by researcher
Exploratory focus group
Used at preliminary it exploratory stages of study
Useful on sensitive topics or ones that little is known about
Confirmatory focus groups
Traditionally used in marketing to observe customers experience with using products
Two main types of observation
Naturalistic
Ppt observation
Ppt observation
Researcher immersed themself in the subject being studied
Naturalistic observation
Observer watches and writes down what ppts do in their natural environment
What are the 3 credibility issues of ppt observation.
Demand characteristics
Social desirability
Other observer effects
