The Interviewee’s Role in the Qualitative Interview: Interpreter or Reporter?

In all sorts of research it is common to ask not only about behavior – When did you first begin smoking cigarettes? How often do you take a multivitamin? Where did you go on your most recent vacation? – but also the “why”* and/or “what” questions – What prompted you to start smoking? Why do you take a multivitamin? Why did you pick that particular spot for your most Just-the-Facts-Maamrecent vacation? It is usual for the researcher to want to know more than just what happened. The researcher’s goal is typically to go beyond behavior, with a keen interest in getting to the thinking that can be linked with the behavior. It is this “probing” that enables the researcher to make associations and otherwise interpret – give meaning to – the data.

This is, after all, what keeps marketing researchers up at night. It is difficult to remember a time when marketing researchers were not obsessed with the reasons people buy certain products/services and not others. Whether rational or irrational, conscious or Read Full Text