The Association for Qualitative Research
The Hub of Qualitative Thinking

Interviewing

The collection of data by asking people questions and following up or probing their answers. In qualitative market research an interview may be conducted with just one respondent (this is known as a depth interview), with pairs (paired depths), small groups (mini-groups), or group discussions of between 5 and 8 participants. (In the US, focus groups may comprise between 5 and 12 respondents.)

In 'conative' qualitative research especially, the nature of the interaction often goes beyond asking people questions, and will include asking them to participate in verbal or non-verbal tasks and exercises, using what are known as projective and enabling techniques.

Related Terms

 

About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

Benefits of AQR Membership