Lecture 8 - Qualitative Interviews Flashcards Preview

Undeleted > Lecture 8 - Qualitative Interviews > Flashcards

Flashcards in Lecture 8 - Qualitative Interviews Deck (27):

What is purpose of qualititative research interview seek to do?

Describes meanings of central themes in the life world of subjects.

The main task in interviewing is to understand the MEANING of what the interviewees say


A qualitative research interview seeks to cover both a _____ and a ______ level, though it is usually more difficult to interview on a ________ level

A qualitative research interview seeks to cover both a factual and a meaningful level, though it is usually more difficult to interview on a meaning level


For qualitative interviews, say you are finding the facts and meanings from the subject for a first car purchase. What are some possible facts and meanings?

Facts (concrete):
-Buyer demographics/characteristics
-Purpose for car usage
-Confirm its first purchase
-Features they are looking for (hedonic/utilitarian)
-How they searched for car

Meaning (Abstract, harder to ask, but can be more valuable):
-psychology (seeking autonomy, status, capabilities, motives, reasons, obstacles)
-Social (influence, trying to please someone, conformity)
-subjective experience


What are two types of info you want from qualitative interviews?

Facts, which are concrete

Meaning, which are abstract, harder to ask, and can be more valuable


What are 4 aspects of interviews?

1. Opportunity to probe

2. easier for respondent

3. time consuming

4. interviewer has to be well trained


What are 4 types of interviews?

1. Informal, conversational interview
(no predetermined questions, goes with the flow)

2. General interview guide approach
(same general areas of info are collected from each interviewee, still some freedom)

3. Standardized, open-ended interview
(same open-ended question are asked to all interviews, can be easily analyzed and compared)

4. Close, fixed-response interview
(all asked same questions, and choose answers from set of alternatives)


What are 6 types of topics in questions in an interview?

1. Behaviours

2. Opinon/values

3. Feelings

4. Knowledge

5. Sensory

6. Background/demographics


What are 5 points about the sequence of questions in an interview should be?

1. So the respondent needs to get involved with interview ASAP

2. Ask facts before controversial matters

3. Intersperse fact-based questions with the meaningful ones

4. Ask questions about present, before questions about the future

5. The last question should be to allow respondent to provide any other information they want to add and impressions of interview


Interviewers need what 10 qualifcations and characteristics as outlined in video?

1. Knowledgable
2. Structure
3. Clear
4. Gentle
5. Sensitive
6. Open
7. steering
8. critical
9. remembers what previously said
10. interprets


In the good vs bad interview, what are the good and bad points?

-Didn't explain context, structure, ethical issues, or who she was

-Lack of eye contact, simply reading questions, no rapport

-Accepts short answer, doesn't follow up or probe

-Interviewer does not proble after long pause

-Asks questions, but taints it with another question

-Asks questions that are yes or no

-Ends very suddenly, interviewee given no chance to give more info



What is interim analysis?

This is an ongoing and iterative (nonlinear) process.

So cyclical process of collecting and analyzing data


What is memoing?

Taking refectlive notes about what your learning from data, writing memos to yourself, and include those memos as additional data to be anlyzed


What is data entry and storage called?

Transcribe for interviews, so typing text from interviews, memos, etc into word


What are the 3 steps to coding and categorization?

1. Carefully read your transcribed data, line by line

2. Divide data into meaningful analytical units (segment!)

3. Marketing the segments of data with symbols, descriptive words, or category names (coding)


What is a priori?

This is a set of already existing codes, which is developed before examining current data.


What is an inductive?

This is when you develop the codes as you code the data, like we did in class for first coding exercise


When is qualitative research more reliable with coding?

When multiple codes are used and interceder and intra-coder reliability is high.


What is intercoder reliability?

Intracoder reliability?

What is intercoder reliability:
refers to consistency among different coders

Intracoder reliability:
Refers to consistency within a single coder


What is enumeration?

This is the process of quantifying data, such as counting number of times a word appears, or a specific thought occurs


How can codes or categories be organized?

Codes and categories can be organized into different levels or hierarchies.

Such as with fruits: Sweet and low sweet


What is a one dimensional typology?

Categories is just a single dimension, so no relationship between dimensions


What is two-dimensional matrix typology?

This is the relationship between two dimensions.

So crossing two one-dimensional typologies to form a two-dimensional matrix. So like any other matrix such as whole cash cow, barnacles etc


What is diagramming?

Process of sketching, drawing, or outlining to show how something works, clarify relationship between parts of a whole


What is a network diagram?

Diagram showing direct links between categories, variables, or events over time

Similar to those used in causal modelling research


How do you corroborating and validate results?

You should do this throughout qualitative data collection, analysis, and write-up process.

So you want to present trusty results through all potential cause-effect relationships


What are thee things you do to corrobate and validate results?

1. Consider all potential cause effect relationships

2. Triangulation using multiple procedures and sources

3. Negative Case Sampling to see cases that disconfirm researchers explanation


What are the 5 steps of Analyzing qualitative research in its entirety?

1. Segmenting

2. Coding

3. Categorization

4. Discover relationship between categories

5. Develop typologies, matrices, or diagrams

Decks in Undeleted Class (82):