SOCI 217 Lecture Notes - Lecture 26: Face Validity, Qualitative Research, Focus Group
Week 13- qualitative data analysis
Question formulation
• Speak in the language of the interviewee
• Common problems to avoid
o Leading questions
o Affectively worded questions
o Double-barreled questions
o Complex questions
In depth interview studies
• Advantages
o Flexibility
o Relatively low cost
o In depth understanding
o Great wealth of information
• Disadvantages
o Interviewer effect is higher than in focus groups
o External validity
o Sometimes hard to generalize
o Time consuming and hard to obtain
• Try to act as though you know nothing about the subject being discussed
Focus groups
• Marketers like to use focus groups
• Interview designed for small groups
• Guided or unguided discussions addressing a particular topic
Appropriate use of focus groups
• Studying group interactions
• Can help study negotiated agreements and disagreements
• Group interactions can stimulate discussion
Conducting focus groups
• Focus groups are led by a facilitator
• Group size should be small
o Usually 6-10
• Comfortable setting
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