SSCI 2920U Lecture Notes - Lecture 6: Focus Group, Groupthink, Sampling Frame
Document Summary
In-depth interviews are another common form of data collection used by all types of researchers. Interviews are also common throughout society and are a centerpiece of mass media, market research, and political polling. As qualitative researchers, we are more interested in conducting in-depth interviews. Standardized interviews are thoroughly scripted interviews that aim to collect quantitative data by asking interviewees to choose from a list of predetermined responses. They are most useful when the researcher wants to collect simple, straightforward answers. Limitations of standardized interviews: provides only a rough sketch of respondents" true situations, cannot uncover any unexpected data, presumes all respondents will understand/relate to the questions in the way in which the researcher intended. Assumes ________ across various social contexts: presumes response options are mutually exclusive & exhaustive. Yet given the chance . : presumes interviewers can maintain neutrality & consistency through scripting. Yet no 2 interviewers are exactly the same (large-scale projects)
