Jose Sanders, Radboud University and Henriëtte Prast, Tilburg University
The language used to describe investing in the stock market is skewed towards masculinity. It is full of metaphors that come from domains traditionally associated with, occupied by, or deemed appropriate for men.
We use the 'long interview' qualitative research technique in our research when we want the people we are talking to to think and not just tell us the first thing that comes to mind. Here are some tips on how to conduct long qualitative interviews.
A long interview is a one-on-one interview that takes at least an hour and is conversational in style. Some IDI’s (individual in-depth interviews) fall into the ‘long interview’ category, but only if they are conversational and – it has to be said – long.
Jane Gregory is a member of the Susan Bell Research Team, and our Quality Manager. She is also the Professional Standards Officer for AMSRS. In this article, she explains how AMSRS helps members like us keep up to date with the way we handle personal data. Here are some of the things we do:
Qualitative research is all about understanding people. That’s why clients want us to conduct it. While it is easy to remember that at the ‘data collection’ stage, it can sometimes be forgotten that qualitative analysis should be about people too.
One of the challenges is that some of the methods researchers use for qualitative analysis seems to turn the fascinating insightful people who have participated in the research into a dry list of themes. Of course, identifying the themes that have emerged from the research is important, but the best research goes beyond just themes.