CRM 2303 Lecture Notes - Lecture 8: Social Desirability Bias, Snowball Sampling, Structured Interview

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Week 8- march 2 & 4: interviews and focus groups. Face to face social interaction guided by a series of questions. When you want historical information and context. Produces a text that can be analyzed. Structured: survey research, telephone interviews, market research, rigid protocol interviewer follows standardized set of questions, do not reveal information about self to avoid social desirability bias. Unstructured: common to combine participant observation with interviews, topics arise from situation/behaviour and questions arise out of talk with others, most like real conversations, epitome of convenience sampling, look for people"s experiences. Focus groups: less than 10 participants, better for topics involving some collective experience. Advantages: useful for understanding group processes and decision-making, can gather a lot of information in little time, helps reduce power imbalances between researcher and researched. Challenges: tough to organize, tough to direct the discussion, dependent on the facilitator.

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