Evidencebased
conclusions
Quantitative
Research
Methods
Qualitative
Research
Methods
Research
Methodology
Research
Philosophy
Research
Methodology
Methods
• • •
This image by unknown author is licenced under Attribution NonCommercial Unported 3.0 Vincent van Gogh ‘Sunflowers’ is in the public domain.
But how would you do that?
Why
do you think that?
Let me think…
▪ ▪ ▪ ▪ ▪
In order of ascending popularity
within business and management
research.
• • •
| Type | Features | Example question |
| Structured | • Fixed set of questions • Each participants taken through the same sequence of questions |
▪ “What gets you out of bed in the morning?” ▪ “What do you do when you are running late?” ▪ “Describe 3 strategies for being punctual.” |
| Semi-structured | • Checklist of questions to be covered. • Order and precise working decided during the interview. • Allows follow-up questions |
▪ “Tell me about your daily routine.” ▪ “I was interested that you said sometimes you were late. What happens then?” |
| Unstructured | • General guide rather than fixed questions. • More conversational. |
• “Tell me about a typical day for you?” |
• • •
This image by Charles Deluvio is licenced under CC BY
This image by Christina is licensed under CC BY
• • • • • • •
• • • • • • • •
This image by unknown author is licensed under CC BY
This image by Marco Verch is licensed under CC BY 2.0
• • • • •
• • •
• •
“Probing is a specific research technique used
by interviewers in individual and group
interviews and focus groups to generate further
explanation from research participants. Probing
may be achieved nonverbally with pauses or
gestures, or verbally with follow-up questions”
(Roulston 2012: 682).
Probe when an answer is inadequate—too
short, not specific.
• Follow up questions;
• Silence —people can’t stand it.
• Surmise their answer then ask if they
can say more about it.
▪ ▪ ▪ ▪ ▪ ▪
https://patthomson.net/2016/12/01/ask-not-howbut-why-musings-on-the-interview/