Overview

• to identify individuals for in-depth interviews who can provide insight of an organization
• to conduct an in-depth interview and/or a focus group to gain qualitative insight
  
  Text References: Chapter 8
  
  Text Concept Links
• qualitative research (pp. 212-213)
• in-depth interview (p. 218)
• focus group research (pp. 220-221)
• projective techniques (pp. 216-218)
• probing (pp. 218-219)
• content analysis (p. 234)
  
  Research Procedures
  
  FOR AN IN-DEPTH INTERVIEW
  Step 1: Identify a specific person who can provide insight into your topic area. Your selection of this person should consider someone with:
  
  • knowledge and experience in the specific organization
  • knowledge and experience in similar organizations or the industry
  • knowledge of this topic area or the target market being studied

Step 2: Prepare open-ended questions related to your research objectives.
Sample Indepth Interview Questions (Click Here) 2.4k .zip download

Step 3: Make an appointment for an interview time and location.

Step 4: Use probing and clarifying techniques during the interview.

Step 5: Prepare a summary of the key findings related to your research objectives.


FOR A FOCUS GROUP
Step 1: Review focus group procedures and develop specific goals for your focus group.

Step 2: Recruit and train a focus group moderator.

Step 3: Create open-ended questions based on your research objectives.

Step 4: Recruit potential focus group participants (use incentives to encourage participation).

Step 5: Arrange for a time and location for the focus group.

Step 6: Obtain permission to tape the focus group session.

Step 7: Conduct the focus group; use probing and clarifying techniques during the interview (observers should take notes).

Step 8: Use content analysis to examine the comments of the focus group.

Step 9: Prepare a summary of the key findings related to your research objectives.

Weblinks (click here)

Module output
Prepare a summary report consisting of the following components:

FOR AN IN-DEPTH INTERVIEW

1. Name, title of person; date, location of interview.
2. Synopsis of process and motive for selecting this person.
   
3. List of questions used in the interview.
   
4. Key findings related to the research objectives of the study.
   
   

FOR AN IN-DEPTH INTERVIEW

1. List of goals for the focus group related to research objectives.
2. Description of target audience and process to recruit focus group participants.
   
3. Procedures used to plan focus group (moderator selection and training, development of questions, selection of location).
   
4. Summary of key findings related to research objectives.
   
5. Discussion of limitations of the findings and suggestions for improved focus group research in the future.

Instructor E-mail: Your E-mail:

Sample Output
Module 5 Sample

Preview of Next Module: In Module 6, an observational research study will be conducted (if applicable to the topic).