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Conducting consumer interviews online and offline

Author

Listed:
  • 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)

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.

Suggested Citation

  • Adèle Gruen-Martin & Laetitia Mimoun, 2024. "Conducting consumer interviews online and offline," Post-Print hal-04828959, HAL.
    • Handle: RePEc:hal:journl:hal-04828959
    DOI: 10.4337/9781035302727.00026
    as

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