Conducting consumer interviews online and offline

Adèle Gruen-Martin and Laetitia Mimoun
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Adèle Gruen-Martin: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Laetitia Mimoun: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris

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Abstract: Interviewing is perhaps the most popular form of qualitative research. It relies on the prototypical human interaction of a conversation between two (or more) people. This chapter seeks to provide understanding of the social and linguistic codes that underlie interviewing, what interviews can do and for what purpose. We discuss the challenges and opportunities associated with conducting interviews in the contemporary technological context. We focus on the most recent ethical and technological issues, and how they impact qualitative consumer research interviews. The chapter is geared toward graduate students and novices in qualitative consumer research, but also provides more experienced researchers with an update on the technique.

Keywords: Online consumer interviews; Offline consumer interviews; Qualitative interviewing; Consumer interviews (search for similar items in EconPapers)
Date: 2024
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Published in Handbook of Qualitative Research Methods in Marketing, pp.197-209, 2024, ⟨10.4337/9781035302727.00026⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04828959

DOI: 10.4337/9781035302727.00026

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