Generating data can be made for all kind of purposes and in several ways (Milena et al.: 2008), whereas the main focus lies on the distinction between quantitative and qualitative research (Gerson et al.: 2002). When it comes to research most people generally think of the more common, traditional and familiar quantitative research which includes methods such as questionnaires, the creation of theories and models or the accumulation of empirical data (Holliday: 2002). This paper deals with interviewing, more precisely with interview schedules, as a method of generating qualitative data within primary market research. The structure of the work is as follows: Starting up with a the theoretical foundation with regards to interviewing, its possibilities within qualitative research and its configuration possibilities in the first part, the second part deals with the analysis of a workshop held on the topic “Generating Qualitative Data: Interviewing” within the lecture “Introduction to Research Methods” in the MA course Intercultural Communication with International Business. Within the analysis of the interview schedule problems, difficulties and limits of working with pre-crafted, semi-structured interview schedules are being identified and pointed out. Although it is not common to write a paper in another but the neutral voice a voice change into the first person takes place due to the fact that this part of the paper (3 Practical Application within the Workshop “Generating Qualitative Date: Interviewing”) delves into the personal experience and therefore requires a more personalised style. Finally, the paper concludes with a short review of the difficulties occurring when using a pre-crafted semi-structured interview schedule.
Table of Contents
1 Introduction
2 Theoretical Foundations of Interviewing
3 Practical Application within the Workshop “Generating Qualitative Date: Interviewing”
4 Conclusion
Research Objectives and Themes
This paper examines the practical challenges of using pre-crafted, semi-structured interview schedules in qualitative market research, specifically focusing on how the lack of interviewer involvement in the design phase impacts data quality and interview dynamics.
- Theoretical foundations of qualitative interviewing
- Distinctions between structured, semi-structured, and unstructured interview methods
- Operational challenges of conducting interviews using pre-designed schedules
- Personal reflections on the practical application of interview guides
- The importance of interviewer preparation and situational awareness
Excerpt from the Book
3 Practical Application within the Workshop “Generating Qualitative Date: Interviewing”
During the workshop “Generating Qualitative Data: Interviewing” we gained experience on using a pre-crafted, semi-scheduled interview schedule dealing with the motivations and expectations of students undertaking Masters degrees in Communication and International Marketing (CIM) and in Intercultural Communication with International Business (ICIB) at one British university. (The full interview schedule can be found in the appendix)
The workshop structure was as follows: In the very beginning we were supposed to form our opinions concerning the interview scheduled which had been given to us the week before the analysis and testing out. The task which had been given to us was to take a closer look on the schedule while considering the structure, the content, the red thread, the style, the simplicity of application and the comprehensibility of the schedule. By analysing the interview schedule before actually using it, we found out that most students would have reduced the time spread utilised; whilst the creator of the interview schedule used a time spread starting with the graduation from school and lasting to the present, I would have preferred the span to be starting at an earlier stage, e.g. if the interviewees already had the intention of applying to one of the above mentioned courses or a similar one during their school days; or if the interviewees had already been interested in intercultural studies at an earlier stage of their life which might have been caused by travelling, moving to other countries in the youth or a multicultural background.
Summary of Chapters
1 Introduction: This chapter introduces the distinction between quantitative and qualitative research and outlines the paper's focus on the problems and limitations associated with using pre-crafted interview schedules.
2 Theoretical Foundations of Interviewing: This section defines interviewing as a primary market research strategy and discusses the various configurations and design criteria of interview schedules.
3 Practical Application within the Workshop “Generating Qualitative Date: Interviewing”: This chapter provides a personal reflection and analysis of a workshop where students tested a pre-crafted interview guide, highlighting practical difficulties regarding structure and phrasing.
4 Conclusion: The concluding chapter summarizes the difficulties encountered and advises against the use of pre-crafted schedules, emphasizing the need for thorough preparation by the interviewer.
Keywords
Qualitative Research, Interviewing, Interview Schedule, Market Research, Semi-structured Interview, Primary Research, Data Collection, Methodology, Interviewing Tactics, Open Questions, Research Design, Workshop, Academic Study, Student Motivations, Practical Application.
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on the utility and inherent challenges of using pre-crafted, semi-structured interview schedules as a method for generating qualitative data in market research.
What are the primary thematic areas covered?
The themes include the theoretical definitions of qualitative interviewing, the taxonomy of interview types, and a practical critical analysis of applying a pre-designed interview guide in a workshop setting.
What is the central research objective?
The goal is to identify and point out the difficulties, problems, and limits associated with working with interview schedules that the interviewer did not design themselves.
Which scientific methodology is employed?
The paper employs a mix of literature review regarding qualitative research methods and a reflective, practical application approach based on a workshop simulation.
What does the main body of the paper discuss?
It covers the theoretical foundations of interviewing, provides a detailed breakdown of different interview criteria (e.g., direct/indirect, recurring/nonrecurring), and presents a critical analysis of a specific interview schedule used to study Master's students.
Which keywords best characterize this work?
The work is characterized by terms such as Qualitative Research, Interview Schedule, Primary Research, and Methodology.
Why is it considered problematic to use a pre-crafted interview schedule?
The author argues that because interviewers have different thought processes and styles, using someone else's schedule can lead to confusion, difficulty in leading the interviewee, and potential miscomprehension of the questions.
How does the author evaluate the "time spread" used in the workshop’s interview schedule?
The author suggests the schedule was too limited, arguing that investigating a student's interest in a field from an earlier stage in their life—prior to school graduation—would have provided a better context for their motivations.
What role does the "first person" voice play in the third chapter?
The author uses the first person to delve into personal experience, as the chapter involves a reflective account of participating in a workshop and simulating an interview.
- Quote paper
- B.A. Corinna Colette Vellnagel (Author), 2010, Interviewing – a Way to Generate Qualitative Data, Munich, GRIN Verlag, https://www.grin.com/document/167174
