8.2 interviews, focus - Interviews Focus Groups From...

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Interviews, Focus Groups
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From previous Qualitative approaches distinguished by: o level of involvement for the researcher o whether the research is conducted in the field We covered: 1. Complete observation 2. Complete participation
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3 4. Intensive (in-depth) interviewing When we use observation and participation we focus on the observer’s interpretation of things. To find out what individuals think or feel, or how they view things, we use intensive interviews.
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Intensive (in-depth) interviewing (cont) Involves open-ended, unstructured questioning Seeks in-depth information on feelings, experiences, and perceptions. “Share with me your thoughts about fast food.” Probes understanding Engages interviewees in a dialogue about what they mean by their comments. Why choose this route? You really want to focus on what people are thinking and feeling – in their own words. 4
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5 Asking questions and recording answers Intensive interviews: Must plan main questions.
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