You are starting to learn the theory and skills of qualitative practice and you are probably being asked to do depth interviews. These modules are available, and will be uploaded shortly. In the meantime, if you are interested please use the quick enquiry box.
2.1 Thinking and being a qualitative researcher
- The qualitative mind set and values
- Skills needed
- Why the quality of the interviewer is key
- Using yourself and roles during interviews
- Managing power relationships in interviewing
2.2. Domains of qualitative understanding
- What is meant by ‘depth’ in qual
- The emotional
- The social
- The cultural
2.3 Face to face methods and ethnography
- Variations on depths
- Variations on groups
- Research ‘ethnography’ methods
2.4 Interviewing skills for depth interviews
- Making it more like a conversation than an interrogation
- Avoiding bias and leading questions
- Five basic skills
- Active Listening and barriers to listening
2.5 Understanding and managing interview process
- How process can interfere with content
- Models of process for interviews
2.6 Using stimulus material
- The roles of stimulus material
- Types of stimulus material
- Handling concepts and mood boards
- Overview of techniques for greater engagement
2.7 Managing ‘difficult’ people and situations in depths
- Why people are ‘difficult’
- Interrupting and coaxing
- Strategies for various types of difficult respondents
2.8 Using the easier projective and enabling techniques
- Analogies & metaphors
- Blob tree
- Brand mapping
- Completion techniques
- Collaging
- Obituaries /School reports
- Personification & brand party
- Snakes and ladders
- Word Association
2.9 Basics of analysis and interpretation
- Main processes of analysis
- Main processes of interpretation
- Analysis workshops
