Chapter_040 cont

Chapter_040 cont - Objectives of In-depth Interviews...

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Objectives of In-depth Interviews Discover what a person thinks about a topic and why. Understand feelings, beliefs, opinions of the person and why they exist. Encourage the person to communicate as much detail as possible.
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Steps in Conducting In-depth Interviews 1. Understand question/problem 2. Create interview guide 3. Decide on best environment for interview 4. Recruit and screen respondents; train interviewers 5. Introduce respondent to interview process 6. Conduct interviews 7. Analyze respondent responses 8. Write report
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£ Ethnography £ Netnography £ Case Studies £ Projective Techniques Other Types of Qualitative Data Collection
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Participant observation Nonparticipant observation Ethnography . . . a form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individual behaviors and experiences.
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Netnography Netnography . . .   a research technique  that draws on ethnography but uses “found  data” (existing text) on the Internet that is  produced by virtual communities. alt.coffee – Google discussion group http://www.google.com/search?hl=en&q=alt.coffe
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Case Studies . . . investigate one or more situations that are
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This note was uploaded on 01/18/2012 for the course MKTG 4100 taught by Professor Armentashchian during the Spring '12 term at Kennesaw.

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Chapter_040 cont - Objectives of In-depth Interviews...

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