Management Research, 2nd Edition

CHAPTER 11Collecting data using in-depth interviews

DOI: 10.4324/9781003381006-14

Chapter learning outcomes

After reading this chapter you will be able to

• assess whether interviews are suitable data collection tools for your research project, either on their own or in conjunction with other data sources;
• appraise the suitability of different types of interviews for the research project;
• plan interviews, from selecting interviewees and a setting, to structuring the interview and deciding whether and how to use technology;
• define robust procedures for recording and storing the data collected.

11.1 Introduction

In this chapter we look at how to gather qualitative data by interviewing research participants. We can obtain verbal accounts ...