Assignment 10: Primary Qualitative Research Interview Object

Assignment 10primary Qualitative Researchinterviewobjectiveinterview

Design interview questions and conduct 3 interviews PER PERSON. Each interviewee must be different. Alternatively, conduct a group interview with synergy from multiple participants, ensuring each person’s perspective is heard. The total number of interviews should be three times the number of group members. For example, in a group of four, there should be 12 distinct interviewees or sessions, with separate responses. When conducting group interviews, monitor for dominance and ensure everyone responds equally.

As a group, develop 10 interview questions: the first 3 are provided as examples, and the remaining 7 should be created by the group. All questions must follow best qualitative questioning techniques, emphasizing “How,” “What,” “When,” and “Why” inquiries to uncover deep insights, rather than simple yes/no answers. The questions should be actionable and focused on need-to-know information that can inform hypotheses and subsequent quantitative research. Questions that solicit “yes/no” responses should be followed up with probing questions to understand the reasoning behind the answers.

Ensure all questions are approved during class before conducting interviews. Conduct the interviews in the upcoming week and bring the results to the next class session.

Paper For Above instruction

Qualitative interviews are a fundamental research method used to explore perceptions, attitudes, motivations, and experiences. Constructing effective interview questions is crucial to extracting meaningful insights that can inform subsequent quantitative research phases. This paper discusses best practices in designing qualitative interview questions and the significance of probing with "how," "what," "when," and "why" questions.

Effective qualitative interviewing hinges on open-ended questions that encourage detailed responses. Instead of asking binary yes/no questions, researchers must craft inquiries that stimulate elaboration. For example, instead of asking "Is country of origin important in purchasing tea?" it is more insightful to ask, "How important is the country of origin when you decide to buy tea?" This approach invites explanations, perceptions, and reasoning behind consumer behaviors. Similarly, asking "Why do you think the country of origin influences your purchase?" provides depth to the initial response, revealing underlying motives and values.

Probing questions are essential when respondents give yes/no answers. For instance, if a participant responds "yes" to whether they are interested in high-quality premium oolong tea, follow-up questions such as "Why do you think high-quality tea appeals to you?" deepen understanding. This probing approach captures the nuanced beliefs or expectations underlying initial responses, enriching data quality and providing actionable insights for marketers or product developers.

Beyond questioning style, questions must be actionable, meaning they should inform decision-making or hypothesis development. For example, asking "This tea is harvested at high altitude and naturally insect-free. Is a $50 price reasonable for this product?" seeks to evaluate perceptions of value and price sensitivity. Such questions help assess consumer willingness to pay based on product attributes, which guides pricing strategies and product positioning.

The process involves developing a comprehensive set of questions that balance open-ended inquiries with focused, actionable probes. Initial questions are designed to understand perceptions and attitudes, while follow-up questions clarify motivations. For example, after asking how a consumer perceives a product, a follow-up might explore what specific features influence their perception most. This layered approach ensures rich, detailed data.

Conducting interviews requires careful planning to ensure diversity in respondents and avoid biases like dominance in group settings. If group interviews are used, equal opportunity must be given to each participant. The number of interviews should be sufficient to capture varied perspectives—specifically, three per person or session—resulting in a total number that reflects the size of the research team. This quantity ensures data is comprehensive and representative.

In summary, designing qualitative interview questions involves crafting open-ended, probing, and actionable inquiries that reveal the “why” and “how” behind consumer behaviors. Proper planning, approval, and execution of interviews are crucial for gathering rich insights that serve as a foundation for subsequent quantitative research.

References

• Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research. Sage publications.
• Kvale, S., & Brinkmann, S. (2015). InterViews: Learning the craft of qualitative research interviewing. Sage Publications.
• Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice. Sage publications.
• Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Sage Publications.
• Seidman, I. (2019). Interviewing as qualitative research: A guide for researchers in education and the social sciences. Teachers College Press.
• Rubin, H. J., & Rubin, I. S. (2011). Qualitative interviewing: The art of hearing data. Sage Publications.
• Marshall, C., & Rossman, G. B. (2014). Designing qualitative research. Sage Publications.
• Marshall, M. N. (1996). Sampling for qualitative research. Family Practice, 13(6), 522-525.
• Bradburn, N. M., Sudman, S., & Wansink, B. (2004). Asking questions: The definitive guide to survey research. Jossey-Bass.
• Flick, U. (2018). An introduction to qualitative research. Sage Publications.