Exploring 100 key questions (and answers) on the nature and practice of qualitative inquiry, this unique book addresses the practical decisions that researchers must make in their work, from the design of the study, through ethics approval, implementation, and writing. The book’s quick-scan, question-and-answer format make it ideal as a supplementary text or as a ready reference for graduate students preparing for comprehensive exams and writing research proposals, undergraduates in affiliated programs who will not be taking a primary course in qualitative research methods, and researchers working across disciplines in academic or practice environments.

What Are the Pros and Cons of Conducting Individual Versus Group Interviews?

What Are the Pros and Cons of Conducting Individual Versus Group Interviews?

There are many reasons to use group interviews, instead of individual ones, when conducting qualitative research. Some researchers believe that holding group interviews is more efficient, because a large number of participants can discuss the phenomenon under study at the same time. Similarly, the inclusion of several people, together, can allow people to discuss a number of issues they may not have considered on their own. Many market research techniques find group interviews to be useful for showing clients mock-ups of advertisements or websites, since the group can focus on a number of elements at once and debate the merits of ...

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