Question

conduct in-depth interviews, and perform laddering to collect qualitative data for business

research

In-depth Interview An in-depth interview involves asking the participant a number of open-ended questions. Itinvolves the following seven steps (Kvale,1996):

1. Thematizing: Formulate the purpose of the interview

2. Designing: Plan the interview

3. Interviewing: Conduct the interview

4. Transcribing: Compile the output of the interview (e.g., written notes, recorded audio,etc.)

5. Analyzing: Analyze the output of the interview

6. Verifying: Verify the validity of the interview output and analysis

7. Reporting: Report your findings to the management

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