CONDUCTING QUALITATIVE FIELD RESEARCH
    Preparing for the Field
    Qualitative Interviewing
    Focus Groups
    Recording Observations

    This section begins with some of the steps involved in the preparation for field research.  While this will differ from study to study, there are some preparations common to all.

    You'll see that qualitative interviewing differs from structured, survey interviewing in some resepects and differs in others.  Most important, you'll find that there are skills to be learned and practiced.

    Focus groups represent a qualitative, group interview, and it has become a very popular research technique in market research.

    Finally, we'll look at some different possibilities for recording your observations--either as they occur or as soon as possible afterwards.