Course Hero Logo

So what i hear you saying is im not quite sure i

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 6 - 8 out of 18 pages.

“So what I hear you saying is …”“I'm not quite sure I understood … Could you …”“Could you please tell me more about …”“Could you give an example?”“Could you go over that again?”“Anything else?”As the respondents express their views, the researcher notes them down. The samequestions will be asked of everybody in the same manner. Sometimes, however, based onthe exigencies of the situation, the experienced researcher might take a lead from arespondent's answer and ask other relevant questions not on the interview protocol.Through this process, new factors might be identified, resulting in a deeperunderstanding. However, to be able to recognize a probable response, the interviewermust comprehend the purpose and goal of each question. This is particularly importantwhen a team of trained interviewers conducts the survey.Visual aids such as pictures, line drawings, cards, and other materials are also sometimesused in conducting interviews. The appropriate visuals are shown to the interviewees,who then indicate their responses to the questions posed. Marketing research, forexample, benefits from such techniques in order to capture the likes and dislikes ofcustomers with regard to different types of packaging, forms of advertising, and so on.Visual aids, including painting and drawing, are particularly useful when children are thefocus of marketing research. Visual aids also come in handy while endeavoring to elicitcertain thoughts and ideas that are difficult to express or awkward to articulate.When a sufficient number of structured interviews has been conducted and adequateinformation obtained to understand and describe the important factors operating in thesituation, the researcher stops the interviews. The information is then tabulated and thedata analyzed. This helps the researcher to accomplish the task he set out to achieve, such
as describing the phenomena, or quantifying them, or identifying the specific problemand evolving a theory of the factors that influence the problem, or finding answers to theresearch question. Much qualitative research is done in this manner.Review of unstructured and structured interviews The main purpose of the unstructured interview is to explore and probe into the severalfactors in the situation that might be central to the broad problem area. During thisprocess it might become evident that the problem, as identified by the client, is but asymptom of a more serious and deep-rooted problem. Conducting unstructuredinterviews with many people could result in the identification of several critical factors inthe situation. These would then be pursued further during structured interviews foreliciting more in-depth information on them. This helps identify the critical problem aswell as ways of solving it. In applied research, a tentative theory of the factorscontributing to the problem is often conceptualized on the basis of the information

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 18 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
SAMED
Tags
Management, researcher

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture