07+Qualitative+Interview

07+Qualitative+Interview - QualitativeResearch Methods:...

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Qualitative Research  Methods:  The Interview Ron Sandwina, Ph.D. Communication Studies Department IUPUI
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Defined…. Also known as an in-depth, unstructured, or intensive interview, the qualitative interview is an open-ended, loosely structured question and response sequence that seeks to discover and understand a participant’s feelings, thoughts, experiences, and perceptions.
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Continued…. Lofland and Lofland (1984) describe a qualitative interview as “a guided conversation whose goal is to elicit from the interviewee rich, detailed materials that can be used in quantitative analysis” (p.12).
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Key features of a qualitative interview…. It seeks to discover the participant’s understanding for an event, topic, or situation. A qualitative interview is more like a conversation than a sequence of highly organized questions Note, however, that a qualitative interview is goal- directed.
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Continued…. Qualitative interviews are lengthy. Although there may be brief interviews done as part of participant-observation, a typical minimum length of a qualitative interview is an hour; some may take several hours.
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Focus Group: A Variant of the Qualitative  Interview A trained moderator guides discussion among 6-12 people. Advantages There is a group effect, with people being prompted to add comments based on other’s remarks. Low Cost Differences in opinion allow participants to examine their own beliefs and better articulate them.
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Focus Group Continued…. Disadvantages
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07+Qualitative+Interview - QualitativeResearch Methods:...

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