ey Concept Exercise: Qualitative interviews

ey Concept Exercise: Qualitative interviews

When it comes to qualitative interviews, the outcome of the interviews depends greatly on the ability of the interviewer to solicit answers from the respondent.

Not only does the interviewer need to listen for the verbal answers, but they must also be alert to the non-verbal responses from the respondent. Moreover, the interviewer needs to make sure that he or she is able to pick upon answers and ask additional questions to probe further fora more complete response.

Qualitative interviewing allows the researcher to delve deeper into the area of interest, and extract useful data from research participants. It is the skill of the interviewer that is most critical to the success of the research. In this week's Key Concept Exercise, you will explore qualitative interviewing, as well as theaptitudes that are required of an interviewer in order for qualitative research to be effective.

To prepare for this Key Concept Exercise:

Read the Required Learning Resources forWeek 2.

Think about the skills required to undertake effective qualitative research.

Reflect on the purpose of qualitative marketing research methods.

Examine the different types of interview formats and consider how they might be applied in different research contexts.

To complete this Key Concept Exercise:

By Day 3 (Friday)

In an approximately 500-word response, address the following issues/questions:

Explain what you consider to be the technical as well as the soft skills required of an interviewer that will allow him/her to achieve the aims of a research project.

By Day 3 (Friday), submit your Key Concept Exercise.

Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencingyou use when providing your opinion are appropriate for academic writing.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link forWeek 2 Key Concept Exercise -- Turnitin.

Wilson, A.M. (2011)Marketing research: an integrated approach. 3rded. [Electronic Book]. Harlow: Financial Times/Prentice Hall.

Chapter 5, 'Collecting and analysing qualitative data' (pp. 101­128)