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Transcript of In-Depth Interviews
between the researcher and
informants directed toward
perspectives on their lives,
experiences or situations as
expressed in their own words” DEFINITION DURATION: 30 - 60 minutes
IN DEPTH INTERVIEWS are used when:
"Detailed probing of attitudes, motivations and lifestyles are needed"
The subject is emotional, embarrassing or highly confidential. KEY ELEMENTS CONCEPTS Kvale (1996) presents two theories: THEORIES RELEVANCE TO ADVERTISING/PR RESEARCH QUESTIONS? In-Depth Interviews (Minichiello, Aroni, Timewell, & Alexander, 1990) The Miner
Metaphor The Traveller
Metaphor THE BASICS THE PROCESS 1. Plan
2. Develop Instruments
3. Train Data Collectors
4. Collect Data
5. Disseminate Findings ADVANTAGES DISADVANTAGES (Mashman, 2013) (Boyce & Neale, 2006) Can provide more detailed info
Interviewee is often more comfortable Likely to be biased
Cannot be generalized (Boyce & Neale, 2006) How to have a
How to take
How to ask
questions. (Fortini-Campbell, 1997) “If you can’t turn yourself into a customer, you probably shouldn't be in the advertising business at all”
Leo Burnett KANGAROOS AT RISK Boyce, C., & Neale, P. (2006). Conducting In Depth Interviews: A Guide For Designing and Conducting In-Depth Interviews for Evaluation Input. Pathfinder International.
Fortini-Campbell, L. (1992). How to ask people questions (and then listen to what they say). In Hitting the sweet spot : the consumer insight workbook : how consumer insights can inspire better marketing and advertising (pp. 101-117). Chicago, Ill. : The Copy Workshop.
Kvale, S. (1996). InterViews: An Introduction to Qualitative Research Interviewing. London: SAGE Publications.
Mashman, A. (2013). Advertising and Public Relations Research - COM 316.
Minichiello, V., Aroni, R., Timewell, E., & Alexander, L. (1990). In Depth Interviewing: Researching People. Melbourne: Longman Cheshire.
Ritchie, J., & Lewis, J. (2003). Qualitative Research Practice: A Guide for Social Science Students and Researchers. London: SAGE Publications. REFERENCES