In Depth Interview Guide

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Need to conduct qualitative research?  A guide to walk you through the steps to conduct an in depth interview.

This nine-page Word document will provide a responder’s point of view, experiences, and motivations.  It is divided into four parts:  create the plan, build the guide, execute, and report.  In formulating a plan, it is important to look at the strategy and objectives of your exploratory research plan and select an interviewer and sample.  Then build a guide by creating a general outline of a script, obtaining consent, identifying questions, and properly closing the interview.  Training needs to be executed plus the gathering and analyzing of data.  Finally report the findings to key stakeholders.  An effective tool to conducting in depth interviews!


This tool is provided by AMA through a licensing agreement with Demand Metric for use only by AMA members and is not to be distributed. Please refer to AMA's Terms of Use and Privac​​loy Policy​.

 

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The following article is available exclusively to Members and AMA Market Research Toolkit Subscribers.

     
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