Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews
Journal of Consumer Research · 2017 · Volume 44 · Issue 4
Abstract
Interviews have been a key primary data source for research published in the Journal of Consumer Research . This tutorial aims to walk readers through the design and execution of interview-based empirical research on consumers and consumption.
Keywords
interviews, research methods, data collection, ethics, qualitative research
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