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In-Depth Interviews: A Comprehensive Guide for Qualitative Researchers

The in-depth interview (IDI) is a cornerstone of qualitative research. It allows you to dive beneath the surface of consumer opinions and behaviors. It is an effective tool for getting a richer, deeper picture than surveys can provide.

Why are IDIs powerful tools for market researchers , user experience (UX) researchers, and consumer insights professionals? Here’s the short version:

• IDIs help you understand the motivations, emotions, and reasoning behind consumer choices.
• People aren’t simple, and neither are their needs. IDIs let you understand the nuances and contradictions.
• Sometimes, the most groundbreaking discoveries lie in the details and off-hand comments that wouldn’t surface in a standard survey.

Ready to master the art of IDIs? Let’s explore everything you need to know to use them effectively.

Understanding In-Depth Interviews

The relevance of in-depth interviews, prepare for an in-depth interview, craft a discussion guide, set up the interview environment, conduct the interviews, analyze in-depth interviews, face-to-face vs online idis, the do’s and don’ts of conducting idis.

An in-depth interview is a one-on-one conversation with a research participant, guided by a skilled interviewer or moderator, that aims to explore their unique perspectives on a specific topic.

Key characteristics of IDIs:

• Open-ended questions: Instead of giving multiple-choice options, IDIs prompt participants to provide detailed responses in their own words.
• Flexibility: Unlike surveys, the order of questions and even the topics can adapt to the flow of the conversation.
• Depth: The focus is on digging into the “why” and “how” behind a participant’s beliefs or actions.

How do IDIs differ from other qualitative methods?

While they all uncover rich insights, in-depth interviews stand apart from other qualitative methods in several ways:

Focus groups

These involve multiple participants interacting, whereas IDIs are one-on-one. Focus groups are great for understanding group dynamics, while IDIs excel at revealing individual thoughts.

Ethnographic observation

This involves observing participants in their natural settings, whereas IDIs are structured conversations. Observation focuses on behavior whereas IDIs discover motivations.

Content analysis

In this method, researchers analyze existing text, images, or videos from sources like social media posts and customer support transcripts to identify themes and patterns. IDIs, on the other hand, generate new, primary data through conversation.

Case studies

These offer an in-depth examination of a particular individual, group, or event. IDIs can be a component of a larger case study, providing insightful quotes and perspectives.

IDIs are especially relevant in scenarios where the depth and detail of individual perspectives are crucial. These include:

• Exploratory research: At the early stages of product development or market entry, where understanding the target audience’s needs, preferences, and pain points is essential.
• Complex topics: When the subject matter involves sensitive issues, personal experiences, or sophisticated products, IDIs allow a safe space to explore these in depth.
• User experience and usability studies: To get detailed feedback on product interfaces, user journeys, or service touchpoints, where nuances in user behavior and preferences can significantly impact design decisions.
• Behavioral studies: In analyzing why people act certain ways, IDIs can uncover hidden motivations, beliefs, and factors influencing decisions.

In addition, IDIs can complement other qualitative and quantitative methods by providing a depth of understanding that broadens and enriches the insights gained from quantitative studies, focus groups, or ethnographic research.

Advantages of IDIs in understanding complex behaviors and motivations

The strength of IDIs lies in their ability to dive deep into the individual psyche, offering several distinct advantages:

• Rich, detailed data: IDIs elicit stories and examples that bring to light the intricacies of personal experience and perspective.
• Flexibility: The conversational nature of IDIs allows researchers to probe further into interesting or unexpected responses, adapting their approach as the interview unfolds.
• Contextual understanding: By focusing on individuals, IDIs provide context to behaviors and decisions, revealing the layers and contradictions that broader surveys may overlook.
• Emotional insights: They are particularly effective in capturing emotions and the rationale behind behaviors, clarifying how and why decisions are made .

Challenges with using IDIs for qualitative research

Despite their advantages, IDIs come with a set of challenges that researchers must navigate:

• Time and resource intensive: Conducting and analyzing IDIs requires significant time and resources. Each interview can last up to an hour or more, not including analysis and synthesis of the data. Analyzing in-depth interviews without the help of AI takes up to 5 hours. With AI, it takes 14 minutes. We demonstrated this in our AI vs Humans webinar .
• Recruitment and selection bias: Finding and choosing research participants willing and able to provide deep insights can be challenging. There’s also a risk of bias in selecting participants who may not represent the broader target audience. For a more balanced approach, you can choose willing and able participants from Voxpopme’s global respondent community or even build your own.
• Interpretation bias: The qualitative nature of IDIs means that the analysis is subjective. The researcher’s perspectives and preconceptions can influence the interpretation of the data. AI analysis, however, can be robotic — with minimal bias.
• Scalability: Given their depth, IDIs are not scalable in the same way as quantitative methods. Drawing statistically significant conclusions from IDIs alone can be problematic.

To address these challenges, researchers must carefully plan their IDI studies, ensuring that they complement these insights with other methods to paint a comprehensive picture of their research subjects.

Properly conducted IDIs are an invaluable tool in the qualitative researcher’s toolkit , providing depth, nuance, and insight into the complex tapestry of human behavior and motivation.

How to Conduct In-Depth Interviews: A Step-by-Step Approach

Conducting in-depth interviews (IDIs) requires meticulous planning and execution. Here’s a detailed, step-by-step guide to conducting IDIs:

This involves several critical steps, from selecting participants to setting clear objectives and handling logistical aspects. Let’s delve into these foundational steps.

1. Define research objectives

Begin by articulating what you aim to achieve with the IDIs. This clarity will guide every subsequent step, from formulating questions to selecting participants. Whether you’re exploring user satisfaction , understanding consumer behavior, or testing product concepts , your goals should be specific, measurable, achievable, relevant, and time-bound (SMART).

Then, develop specific questions that the IDIs are designed to answer. These questions should stem from your objectives and guide the direction of the interviews. They will form the backbone of your discussion guide , ensuring that your discussions remain focused and productive.

2. Determine participant criteria

Identify the key characteristics of the individuals you wish to interview. These may include age, gender, profession, or other demographics relevant to your study. Understanding who your target participants are will help you tailor your respondent recruitment strategy and ensure that your findings are relevant to your research objectives.

Beyond basic demographics, establish specific criteria that participants must meet to be included in your study. This could relate to their experiences, behaviors, or attitudes relevant to your research questions. For instance, if studying the adoption of smart home technologies, you might focus on homeowners who have purchased smart devices within the last year.

3. Recruit participants

Decide on the most effective channels for finding and reaching your target participants . This could involve social media outreach, leveraging professional networks, using recruitment agencies, accessing survey respondents communities , or tapping into existing customer databases. The chosen method should align with where your target participants are most likely to be found and be responsive.

Remember: Your participants must fully understand the purpose of the study, what their involvement will entail, and how their data will be used and protected. This includes making clear any potential risks, their right to withdraw at any time, and ensuring confidentiality.

A well-crafted discussion guide is a vital tool for conducting effective in-depth interviews. It serves as a roadmap for the interview, ensuring that all the key topics are covered while allowing for the natural flow of conversation.

Here’s how to create an impactful discussion guide:

Start with the key elements of an Effective discussion guide for IDIs:

• Introduction: Start with a brief introduction that explains the purpose of the interview and how the information will be used. This sets the stage and helps build rapport with the participant.
• Warm-up questions: Include a few easy questions to make the participant comfortable. These can be general or lightly touched upon the topics of interest.
• Main questions: These are the core of your guide, designed to explore the research objectives deeply. They should be open-ended to encourage detailed responses.
• Probing questions: Prepare a list of follow-up or probing questions to delve deeper into interesting or unclear responses. This helps uncover more nuanced insights.
• Closing questions: End with questions that allow participants to add anything not covered and to reflect on the discussion. This ensures nothing valuable is missed.
• Thank you and next steps: Thank the participant for their time and explain any next steps, including how and when they might expect to see the study’s results (if applicable).

While a great structure is beneficial for keeping your IDI sessions on track and productive, you shouldn’t lose out on the main gain of IDIs, which is flexibility. To ensure flexibility while maintaining focus on research objectives, you should:

• Use the guide as a framework: Treat the discussion guide more as a flexible framework than a strict script. This allows you to adapt to the flow of conversation while ensuring that all key areas are explored.
• Prioritize topics: While you should aim to cover all areas, prioritize your questions in order of importance. This ensures that if time runs short, the most critical information is gathered.
• Allow for natural conversation: Encourage participants to share their thoughts freely. Be ready to explore unexpected areas if they provide valuable insights, even if it means briefly diverging from the guide.

The environment in which an IDI takes place can significantly influence the quality and depth of information gathered. Here’s how to ensure it’s conducive to a productive and comfortable interview.

Choose a venue

For face-to-face interviews, select a quiet, private, and comfortable place convenient for the participant. This could be a meeting room, a private area in a public space, or even the participant’s home or workplace if appropriate.

For virtual IDIs , choose a reliable online platform you and the participant are comfortable using. Ensure it offers good audio and video quality to facilitate a smooth conversation.

Learn more about how you can conduct online in-depth interviews, from recruitment to analysis, with Voxpopme Live Interviews .

Technical setup

• Ensure all participants have the necessary equipment and software installed for online interviews. This includes a stable internet connection, a webcam, and headphones with a microphone.
• Conduct a technical check before the interview to troubleshoot any issues and ensure everything works.

Tips for creating a comfortable interview environment

• Build rapport: Spend the first few minutes building a rapport with the participant. A friendly, open demeanor can help make them feel at ease.
• Minimize distractions: Whether in-person or online, ensure the interview space is free from distractions that could disrupt the conversation.
• Provide clear instructions: Especially for virtual interviews, give clear instructions on using the online IDI platform and what to do if there are technical difficulties.
• Ensure privacy: Reassure participants of their privacy, especially in sensitive topics, to help them feel secure in sharing openly.

Once the groundwork is laid, the stage is set for conducting the in-depth interviews (IDIs). The success of each session hinges on a structured approach, the adept application of interview techniques, and an understanding of the optimal session length.

Interview structure and technique

A well-structured interview guides the conversation through an opening, body, and closing, ensuring a comprehensive exploration of the topic while making the participant feel comfortable and valued.

Begin by introducing yourself and briefly explaining the purpose and the expected duration of the interview. Reiterate the participant’s right to privacy and confidentiality. Start with light, warm-up questions to ease into the conversation.

This is the core of the interview, where the main questions are asked. Use a variety of techniques to maintain focus and gain deep insights:

Question ordering:

• Funneling: Start with broad, open-ended questions and gradually narrow to more specific topics. This approach helps participants open up and can lead to more detailed responses as the interview progresses.
• Building momentum: Arrange questions to gradually delve deeper into the subject matter, building momentum and encouraging participants to share more freely as they become more engaged.
• Sensitive topics placement: Place sensitive or potentially uncomfortable questions in the latter part of the body section, once trust and rapport have been established.

Beyond asking the right questions and encouraging open and free-flowing conversation, you must get honest feedback, or else this is all wasted effort. Here’s how to encourage open and honest responses:

• Clearly state that responses will be treated confidentially and, depending on the study, participants will be anonymized in the analysis.
• Emphasize that all perspectives are valuable and there are no “right” or “wrong” answers. The goal is to understand, not to evaluate.
• Through active listening, neutral body language, and follow-up questions that convey curiosity, demonstrate a genuine interest in the participant’s story.
• Don’t frame questions in a way that suggests you’re looking for a particular answer. Instead, use open-ended phrasing like “Tell me about…” or “How did that make you feel?”
• Starting with some light conversation unrelated to the research topic can help the participant feel comfortable and establish a positive connection before diving into sensitive topics.
• Sometimes, the interviewer’s age, gender, or perceived social standing might influence the participant’s candor. Researchers should consider this during interviewer selection and training.
• When appropriate, offering fair compensation shows the participant that their time and insights are valued, which can foster a sense of commitment to providing thoughtful answers.

Summarize the key points discussed to validate the accuracy and offer the participant a chance to add anything missed. Thank them for their time and participation, and explain the next steps, including how the information will be used and any follow-up actions.

Ideal session length

The recommended length for an IDI is between 45 to 90 minutes. This range is optimal for two major reasons:

• Interviews that are too brief may not delve deeply enough into the subject matter, missing valuable insights.
• Conversely, sessions that extend beyond 90 minutes can lead to fatigue for both the participant and the interviewer, potentially compromising the quality of the data collected.

Also, regarding the IDI session length, you can consider adapting the three-interview series (Seidman’s Model) to your research objectives. Irv Seidman’s model for qualitative research proposes conducting a series of three interviews with each participant to explore the topic comprehensively.

This approach unfolds over three distinct phases:

• Focused life history: The first interview focuses on the participant’s background and life experience, laying the groundwork for understanding their perspectives.
• Details of the experience: The second session delves into the participant’s specific experiences related to the research topic, building on the context of the first interview.
• Reflection on the meaning: In the final interview, the participant is asked to reflect on the meaning of their experiences and how it has influenced their views or behavior.

The benefits of this model are that it:

• Provides a comprehensive understanding of the participant’s perspective, from their background to current views.
• Allows the researcher to build rapport and trust with the participant, leading to more open and honest responses.
• Facilitates a deeper exploration of the topic by examining it through the lens of the participant’s life experiences and reflections.

Recording the IDI Session

Compared to note-taking, recording captures the interview verbatim, ensuring no detail is missed. It also allows the interviewer to fully engage with the participant without the distraction of writing or typing.

Tools like Voxpopme Recorder offer an easy way to record and analyze video feedback. Mentioning specific tools can reassure participants about the security and purpose of the recording.

Remember always to obtain explicit consent before recording. Explain how the recording will be used and assure confidentiality and privacy.

Once the IDIs are conducted, the next crucial phase is analysis. This phase involves unpacking the collected data to extract meaningful insights. There are several approaches to analyzing IDIs, ranging from manual, traditional methods to leveraging modern AI-powered tools like Voxpopme.

The Manual/Traditional Method

This method involves a detailed, hands-on approach to data analysis. It typically follows these steps:

• Transcription: Convert audio or video recordings into written text. This step is essential for a thorough analysis, as it allows you to comb through the data word by word.
• Coding: Identify themes, patterns, and categories within the transcripts. Coding can be done deductively (based on the research questions and hypotheses) or inductively (emerging from the data).
• Thematic analysis: Group codes into broader themes that capture the essence of what participants shared. This step often involves iterative reading and re-reading of the data to refine themes.
• Interpretation: Contextualize the findings within the research objectives, drawing connections between themes and the questions at the heart of the study.

With Voxpopme AI Insights

Voxpopme offers a streamlined, efficient approach to analyzing video feedback through AI:

• Automated transcription: Voxpopme provides quick and accurate transcriptions of video interviews, saving time in the initial analysis phase.
• AI-powered analysis: The platform uses AI to identify key themes, sentiments, and emotions in the data, offering a high-level overview that can guide deeper analysis. Using ChatGPT prompts for qualitative research , you can query this rich qualitative data for insights and get responses linked to specific sections of your interview recordings.
• Rich media clips: You can easily extract and compile video clips in a showreel that exemplifies key findings, making your results more engaging and illustrative.

Report Results

After analyzing the data, the final step is to compile and present your findings in a comprehensive report.

• Summarize Findings: Start with a clear, concise summary of the key insights. This section should encapsulate the essence of what you’ve discovered through your IDIs.
• Use direct quotes: Incorporate direct quotes from participants to illustrate your points. These quotes add a human element to the data, making the findings more relatable and impactful. When presented as video clips, these quotes carry even more weight because a genuine human face is attached to them.
• Visual representation: Include charts, graphs, or video clips from your Voxpopme Live Interviews sessions to visually represent key themes and insights.
• Create a showreel : It’s an innovative way to engage stakeholders, providing them with a vivid and compelling overview of the insights gained from your in-depth interviews.

Remember to provide actionable recommendations based on your findings. These should be directly linked to your research objectives and answer the core questions your study sought to address.

Recommendations should be practical, clearly stated, and grounded in the data.

The shift towards digital platforms has transformed the landscape of qualitative research, particularly in the domain of in-depth interviews.

This evolution raises questions about the effectiveness of online IDIs conducted via web conferencing tools compared to the traditional face-to-face approach.

Effectiveness of online IDIs

Online IDIs offer distinct advantages, including increased accessibility and convenience for participants and researchers alike. They enable interviews with a geographically diverse participant pool , often resulting in a broader range of insights.

On top of that, live online IDIs can reduce costs and logistical complexities associated with face-to-face interviews.

Maintaining quality in a virtual interview environment

The key to preserving the quality of insights obtained through online IDIs lies in the meticulous preparation and execution of the interviews.

Ensuring a stable internet connection, choosing reliable web conferencing tools, and preparing participants for the digital format are critical steps.

Building rapport in a virtual setting also demands a more conscious effort, employing strategies like engaging in small talk and using visual cues effectively. We’ve gone into the details of these in the above sections.

Conducting successful IDIs requires adherence to best practices and an awareness of common pitfalls.

In-depth interviews (IDIs) are a cornerstone of qualitative research, offering deep, nuanced insights into human behaviors, motivations, and experiences. Whether conducted face-to-face or through online platforms, IDIs enable researchers to explore complex topics with the depth and detail necessary for informed decision-making.

By adhering to best practices, embracing the unique advantages of each format, and navigating their challenges with careful planning, researchers can leverage IDIs to unlock a wealth of valuable insights.

• BINA NUSANTARA
• BINUS UNIVERSITY

In-Depth Interview (Wawancara Mendalam)

Wawancara-Mendalam (In-depth Interview) adalah proses memperoleh keterangan untuk tujuan penelitian dengan cara tanya jawab sambil bertatap muka antara pewawancara dengan responden atau orang yang diwawncarai, dengan atau tanpa menggunakan pedoman (guide) wawancara dimana pewawancara dan informan terlibat dalam kehidupan sosial yang relatif lama (Sutopo 2006: 72)

Wawancara adalah merupakan pertemuan antara dua orang untuk bertukar informasi dan ide melalui tanya jawab sehingga dapat dikonstruksikan makna dalam suatu topik tertentu (Esterberg, 2002). Wawancara juga merupakan alat mengecek ulang atau pembuktian terhadap informasi atau keterangan yang diperoleh sebelumnya dan juga merupakan teknik komunikasi langsung antara peneliti dan responden.

Menurut (Moleong, 2005 : 186) wawancara mendalam merupakan proses menggali informasi secara mendalam, terbuka, dan bebas dengan masalah dan fokus penelitian dan diarahkan pada pusat penelitian. Dalam hal ini metode wawancara mendalam yang dilakukan dengan adanya daftar pertanyaan yang telah dipersiapkan sebelumnya.

Wawancara merupakan bagian dari metode kualitatif. Dalam metode kualitatif ini ada dikenal dengan teknik wawancara-mendalam (In-depth Interview) . Pengertian wawancara-mendalam (In-depth Interview) adalah proses memperoleh keterangan untuk tujuan penelitian dengan cara tanya jawab sambil bertatap muka antara pewawancara dengan responden atau orang yang diwawncarai, dengan atau tanpa menggunakan pedoman (guide) wawancara dimana pewawancara dan informan terlibat dalam kehidupan sosial yang relatif lama (Sutopo 2006: 72). Ciri khusus/Kekhasan dari wawancara-mendalam ini adalah keterlibatannya dalam kehidupan responden/informan.

Dalam wawancara-mendalam melakukan penggalian secara mendalam terhadap satu topik yang telah ditentukan (berdasarkan tujuan dan maksud diadakan wawancara tersebut) dengan menggunakan pertanyaan terbuka. Penggalian yang dilakukan untuk mengetahui pendapat mereka berdasarkan  perspective responden dalam memandang sebuah permasalahan. Teknik wawancara ini dilakukan oleh seorang pewawancara dengan mewawancarai satu orang secara tatap muka (face to face).

Kegunaan atau manfaat dilakukannya wawancara-mendalam adalah :

• Topik/pembahasan masalah yang ditanyakan bisa bersifat kompleks atau sangat sensitif
• Dapat menggali informasi yang lengkap dan mendalam mengenai sikap, pengetahuan, pandangan responden mengenai masalah
• Responden tersebar à maksudnya bahwa siapa saja bisa mendapatkan kesempatan untuk diwawancarai namun berdasarkan tujuan dan maksud diadakan penelitian tersebut
• Responden dengan leluasa dapat menjawab pertanyaan yang diajukan tanpa adanya tekanan dari orang lain atau rasa malu dalam mengeluarkan pendapatnya
• Alur pertanyaan dalam wawancara dapat menggunakan pedoman (guide) atau tanpa menggunakan pedoman. Jika menggunakan pedoman (guide), alur pertanyaan yang telah dibuat tidak bersifat baku tergantung kebutuhan dilapangan

Sedangkan kelemahan dari wawancara-mendalam ini adalah adanya keterikatan emosi antara ke duanya (pewawancara dan orang yang diwawancarai), untuk itu diperlukan kerjasam yang baik antara pewawancara dan yang diwawancarainya.

Materi dalam wawancara-mendalam tergantung dari tujuan dan maksud diadakannya wawancara tersebut. Agar hasil dari wawancara tersebut sesuai dengan tujuan penelitian, diperlukan keterampilan dari seorang pewawancaranya agar nara sumbernya (responden) dapat memberikan jawaban yang sesuai dengan pertanyaan yang diajukan. Beberapa teknik dalam wawancara agar berjalan dengan baik, adalah: a. Menciptakan dan menjaga suasana yang baik. Hal ini dapat dilakukan dengan cara :

• Adakan pembicaraan pemanasan: dengan menanyakan biodata responden (nama, alamat, hobi dll), namun waktunya jangan terlalu lama (±5 menit)
• Kemukakan tujuan diadakannya penelitian, dengan maksud agar responden memahami pembahasan topik yang akan ditanyakan dan supaya lebih transparan kepada responden (adanya kejujuran).
• Timbulkan suasana bebas: maksudnya responden boleh melakukan aktifitas yang lain ketika sesi wawancara ini berlangsung sehingga memberikan rasa “nyaman” bagi responden (tidak adanya tekanan), misalnya responden boleh merokok, minum kopi/teh, makan dan lain-lain
• Timbulkan perasaan bahwa ia (responden) adalah orang yang penting, kerjasama dan bantuannya sangat diperlukan: bahwa pendapat yang responden berikan akan dijaga kerahasiannya dan tidak ada jawaban yang salah atau benar dalam wawancara ini. Semua pendapat yang responden kemukakan sangat penting untuk pelaksanaan penelitian ini.

b. Mengadakan probing Probes adalah cara menggali keterangan yang lebih mendalam, hal ini dilakukan karena : – Apabila jawaban tidak relevan dengan pertanyaan – Apabila jawaban kurang jelas atau kurang lengkap – Apabila ada dugaan jawaban kurang mendekati kebenaran

c. Tidak memberikan sugesti untuk memberikan jawaban-jawaban tertentu kepada responden yang akhirnya nanti apa yang dikemukakan (pendapat) responden bukan merupakan pendapat dari responden itu sendiri

d. Intonasi suara Jika pewawancara merasa lelah atau bosan atau tidak suka dengan jawaban responden, hendaknya intonasi suara dapat dikontrol dengan baik agar responden tetap memiliki rasa “nyaman” dalam sesi wawancara tersebut. Hal yang dapat dilakukan misalnya; mengambil minum, ngobrol hal yang lain, membuat candaan dll)

e. Kecepatan berbicara Agar responden dapat mencerna apa yang ditanyakan sehingga memberikan jawaban yang diharapkan oleh pewawancara

f. Sensitifitas pertanyaan Pewawancara mampu melakukan empati kepada responden sehingga membuat responden tidak malu dalam menjawab pertanyaan tersebut

g. Kontak mata Agar responden merasa dihargai, dibutuhkan selama proses wawancara tersebut

h. Kepekaan nonverbal Pewawancara mampu melihat gerakan dari bahasa tubuh yang ditunjukan oleh responden, misalnya responden merasa tidak nyaman dengan sikap yang ditunjukan oleh pewawancara, pertanyaan atau hal lainnya. Karena hal ini dapat menyebabkan informasi yang diterima tidak lengkap

i. Waktu Dalam pelakasanaan wawancara-mendalam ini pewawancara dapat mengontrol waktu. Hal ini dikuatirkan responden dapat menjadi bosan, lelah sehingga informasi yang diharapkan tidak terpenuhi dengan baik. Waktu yang dibutuhkan dalam pelaksanaan wawancara-mendalam yang dilakukan secara tatap muka adalah 1-2 jam, tergantung isu atau topik yang dibahas.

Sebelum dilakukan wawancara-mendalam, perlu dibuatkan pedoman (guide) wawancara. Hal ini bertujuan untuk mempermudah pewawancara dalam menggali pertanyaan serta menghindari agar pertanyaan tersebut tidak keluar dari tujuan penelitian. Namun pedoman (guide) wawancara tersebut tidak bersifat baku  dapat dikembangkan dengan kondisi pada saat wawancara berlangsung dan tetap pada koridor tujuan diadakannya penelitian tersebut.

Agar dalam pembuatan report serta analisa wawancara-mendalam berjalan dengan baik, diperlukan alat dokumentasi untuk menunjang pelaksanaan wawancara-mendalam tersebut. Alat dokumentasi adalah : 1. Recoder (alat perekam suara) Hal ini bertujuan untuk memudahkan pewawancara mengingat kembali mengenai wawancara yang telah dilakukan. Sehingga dapat membantu dalam pembuatan report dan analisanya 2. Kamera Dilakukan untuk kepentingan arsip dan juga untuk mencegah terjadinya pelaksanaan wawancara dengan responden yang sama agar informasi yang diberikan tidak bias 3. Catatan lapangan Hal ini dilakukan sebagai informasi tambahan (faktor pendukung) dalam melakukan analisa.

DAFTAR PUSTAKA

• Metode dan Tehnik Pengumpulan Data Dalam Penelitian Kualitatif . Diakses dari http://salimafarma.blogspot.com/2011/05/metode-dan-teknik-pengumpulan-data.html
• TEKNIK WAWANCARA (In-depth Interview). Diakses dari http://penelitianpasar.blogspot.com/2012/03/teknik-wawancara-dalam-pengumpulan-data.html
• Metode Wawancara Mendalam (Indepth-Interview) dalam Penelitian Kualitatif. Diakses dari http://www.menulisproposalpenelitian.com/2011/04/wawancara-mendalam-indepth-interview.html
• Wawancara Mendalam. Diakses dari http://202.43.93.13/ppk/file.php/1/moddata/forum/24/156/Wawancara_mendalam.pdf .
• 7-teknik-wawancara-sae. Diakses dari http://uripsantoso.files.wordpress.com
• BAB III METODOLOGI PENELITIAN . Diakses dari http://www.library.upnvj.ac.id/pdf/3fisippdf/207612030/bab3.pdf
• Gambar Indepth Interview : http://www.google.com/imgres?imgurl=http%3A%2F%2Fwww.grsindia.com%2Fimages%2Findepth.jpg&imgrefurl=http%3A%2F%2Fwww.grsindia.com%2Fin-depth.html&h=291&w=300&tbnid=41BObMjmQJwkRM%3A&zoom=1&docid=YOdNrdcLrJBX0M&ei=zMpZVOz5M9O3uAT7uID4AQ&tbm=isch&ved=0CEUQMygfMB8&iact=rc&uact=3&dur=1488&page=3&start=28&ndsp=15

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In-Depth Interviewing

• First Online: 06 June 2021

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• Natalie Osborne 3 &
• Deanna Grant-Smith 4  

Part of the book series: Cities Research Series ((CRS))

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This chapter explores in-depth interviewing, a widely used method in qualitative research aimed at building a depth of understanding, rather than factual or abstract information. We give a brief account of structured interviews, but these have more in common with surveys and questionnaires than in-depth interviewing. Semi-structured interviews are interviews that follow a set of questions, allowing some flexibility in how questions are asked, and provide the researcher with the opportunity to ask clarifying and follow-up questions. Unstructured interviews are more flexible and open-ended. As such, they can be quite unpredictable and varied and are well suited to exploratory research and other research interested in meaning and experiences. There is a range of ethical considerations when using this method, including confidentiality establishing clear and reasonable expectations and offering appropriate reciprocity to research participants, and the potential of this method to cause harm, to both researcher and participants. In-depth interviewing is a powerful but demanding method for urban research; it is resource intensive and requires a lot of skills on the part of the researcher to design effective and ethical protocols and to generate meaning from complex, often messy, data.

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Osborne, N., Grant-Smith, D. (2021). In-Depth Interviewing. In: Baum, S. (eds) Methods in Urban Analysis. Cities Research Series. Springer, Singapore. https://doi.org/10.1007/978-981-16-1677-8_7

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In-depth Interview (IDI)

Qualitative research method.

In-depth interview (IDI) is a cornerstone of qualitative research, and the original classic setting for market research of all types: detailed interviews, usually with one respondent.

This type of interview is ideal for detailed exploration of specific ideas, or evaluation of concepts and materials that require thorough focus and concentration. It can also often be the most appropriate setting for research covering more emotional topics, as the relationship between moderator and respondent is key to the outcomes and insight generated from each interview.

Dyads and triads

Dyads and triads are IDI’s with two or three respondents. This setting allows for maintenance of focus on details, and also incorporates an interactive element which can be very useful when there are polarizing or more controversial elements to explore.

© 2024 Iterators

In-Depth Interviews and All You Need to Know About Them

While online surveys, user evaluations, and focus groups are valuable tools for customer experience management (CXM) research, in-depth interviews provide a distinct and frequently ignored perspective. They can provide rich, comprehensive insights that quantitative tools simply cannot capture.

What Are In-Depth Interviews

In-depth interviews (IDI) are individual interviews that often last 30-90 minutes and in which an interviewer uses open-ended questions and active listening to delve deeply into a given issue. The goal isn’t to collect data but to comprehend the intricacies of human experiences and unearth hidden meanings.

How to Plan for An In-Depth Interview

IDIs take extensive planning and preparation to execute effectively. Here are some steps that can help you through the process:

Define Your Goals and Scope of Interview

First, decide what information you want—like user experiences or opinions on a product. Consider your target audience’s demographics , expertise, and experience in planning. Lastly, know how you’ll use the interview data—whether it’s for research, product development, or marketing.

Develop An Interview Guide

Craft a comprehensive guide with diverse questions—start with general ones and then delve into specifics about the topic you want insights on. This guide ensures your interview serves its purpose, and you can use it as a reference if the conversation veers off track. Tailor your questions based on the interviewee’s purpose. Crucially, test the guide in a mock interview to ensure the questions are effective.

Recruit and Schedule Interviews

Before starting interviews to gather insights, locate individuals by asking others (snowball sampling), using online platforms, or tapping into your existing connections; once you have a contacts list and know your questions, begin scheduling the interviews. Explain the value of their participation and offer flexible times to accommodate their schedule.

Confirm the interview format—in-person, online, or over the phone. This straightforward approach ensures you collect helpful information.

Prepare the Interview Environment

Choose a peaceful, distraction-free location for your interview to minimize distractions. If recording is part of the process, be sure you have all the essential equipment. Dress professionally and keep a neutral demeanor throughout the interview, fostering open discussion and a focused flow of information.

These measures help to ensure a smooth and efficient interviewing process.

Conduct the Interview

Establish rapport and trust with your interviewee. To deepen the discussion, actively listen and ask follow-up questions. Encourage them to elaborate on their experiences and offer more details. If they agree, take careful notes or record the interview for future reference. Maintain flexibility and adjust to the interview’s flow to provide a pleasant and productive exchange of information. These methods improve the interview’s quality and build a friendly interaction.

Analyze and Report the Findings

After interviews, transcribe recordings and identify key themes. Present findings clearly. Take notes, stay focused, and summarize major points for effective communication. Minimize distractions, compile data, and adapt these practices for successful interviews, ensuring valuable insights.

Data Accuracy and Reliability

The key to ensuring data accuracy and reliability is defining the research objectives and questions, choosing an interview type, and critically analyzing the data collected. Let’s understand how to do that:

Thorough Planning and Design

It’s essential to plan out the interviews you conduct thoroughly so that no mistakes are made in the data collection and analysis process . To this end, interviewers must ensure that they correctly outline the objective of the interview as well as a question guide. A formal interview guide ensures uniformity across interviews, and a pilot interview test can help weed out any issues in planning.

Participant Selection

Interviewers must carefully analyze which participants they want to interview so they can get the most valuable and relevant insights out of them. Purposive sampling, which targets people with relevant experiences and perspectives, increases the richness and usefulness of the data collected.

Train The Interviewer

The success of an excellent in-depth interview is how comfortable the interviewer makes the interviewee and how well they navigate the conversation. The interviewer must thus be very familiar with the research objectives, interview guide, interviewee profile, and ethical considerations surrounding the topic of conversation.

Active listening and probing tactics should be emphasized in training, and mock interviews can provide great chances for practice and skill refining.

Building A Rapport

Building a deep relationship with participants is vital to encourage free and honest discussion. This includes appropriately communicating the interview’s purpose, maintaining confidentiality, and creating an environment where participants feel comfortable discussing their experiences and points of view.

Ethical considerations are non-negotiable. Obtaining informed consent, maintaining confidentiality, and prioritizing participant well-being is critical.

Recording and Documentation

Maintaining data integrity requires accurate recording and documentation. When interviews are recorded with participant approval, precise transcription, and analysis are possible. Taking comprehensive notes during interviews guarantees that nuances and contextual information are recorded.

You can use Audacity, an open-source audio recording and editing software that allows precise control over recording settings. For easy note-taking, you can use Microsoft OneNote or Evernote. These apps allow for easy note-taking during interviews. They also support multimedia attachments, such as images or sketches. Notion is another versatile tool that combines note-taking, task management, and collaboration features.

Data Validation and Triangulation

Using data validation techniques increases the level of reliability. Member-checking techniques, in which participants look over summaries or transcripts, help verify the information’s accuracy.

The utilization of multiple data sources to cross-verify information is known as triangulation. Combining interview data with documents, observations, or other relevant sources increases the reliability and accuracy of the findings.

Peer Debriefing

Peer debriefing can help participants discuss their interview experiences with peers to share their thoughts and identify potential biases and blind spots that might affect data accuracy.

Continuous Reflection and Reiteration

Reflecting on the interview process regularly and being open to adjusting the interview guide or approach based on ongoing insights and feedback help to refine procedures and increase the overall reliability of the data.

Recording And Transcribing Interview Data

• Select a Reliable Recording Method You should choose a high-quality audio recording device or software to ensure the interview is recorded clearly without distortions or mishaps.
• Ask for Permission Before Recording Communicate your intention to record the interview, answer their concerns with empathy, and consent before recording it.
• Use Timestamps Timestamp essential moments during the interview so you can return to the recording later to reference and transcribe.
• Choose A Reliable Recording Service Use professional transcription services or reliable transcription software to convert audio into written text. Review and edit transcriptions for accuracy, especially if using automated transcription tools.

Benefits of Conducting In-Depth Interviews

In-depth interviews (IDIs) are a qualitative research method that involves engaging in detailed, one-on-one conversations with participants to gather rich and comprehensive insights.

The benefits of in-depth interviews span various industries, offering a nuanced understanding of participants’ perspectives and experiences. Here are some key advantages:

Rich and Detailed Insights

In-depth interviews allow researchers to dive deeper into participants’ thoughts, feelings, and experiences. This depth often leads to a more comprehensive understanding of the subject than other research methods.

Adaptability in Questioning

Unlike structured surveys, in-depth interviews provide flexibility in questioning. Researchers can adapt their approach based on participants’ responses, allowing for exploring unexpected insights and issues.

Easier Inquiry and Clarification

It’s easier and more convenient for interviewers to examine and ask for clarification during in-depth interviews. This helps ensure that responses are fully understood, reducing the likelihood of misinterpretation and enabling a more accurate representation of participants’ perspectives. IDIs allow present interviewers the opportunity to explain themselves in case of any misunderstandings.

Contextual Understanding

In-depth interviews allow researchers to gather insights within the context of participants’ lives. This contextual understanding is valuable for industries where the environment significantly influences behavior and decision-making.

Complex Topics Exploration

IDIs are particularly useful for exploring complex topics or issues that may require in-depth discussion. This is advantageous in industries where a nuanced understanding of factors influencing behavior or decision-making is crucial.

Sensitive Topics Exploration

In industries dealing with sensitive topics, such as healthcare or social issues, in-depth interviews provide a private and confidential setting for participants to express their thoughts openly, leading to more honest and authentic responses.

Building Rapport

The one-on-one nature of in-depth interviews facilitates the building of rapport between the interviewer and the participant. This rapport can contribute to more candid and detailed responses.

Iterative Research Design

Researchers can adapt and refine their research questions based on early interview findings. This iterative approach is beneficial for industries where a continuous refinement of research objectives is necessary.

Participant Empowerment

Participants in in-depth interviews often feel empowered as their individual experiences and perspectives are valued. This is particularly relevant in industries where a participant-centric approach is essential.

Strategic Decision-Making

The detailed insights gathered from in-depth interviews can inform strategic decision-making in various industries, ensuring that decisions are grounded in a thorough understanding of stakeholder perspectives.

Leveraging Interview Data

Businesses can use the findings of in-depth interviews (IDIs) for decision-making and strategy in various ways. These interviews can provide crucial information for understanding client demands, improving products or services, and making strategic decisions. Here are a few examples of how firms might use interview findings:

Develop More Customer-Centric Products

In-depth interviews can reveal customer pain points, preferences, and unmet needs. Businesses can use this information to improve and develop their products or services to align more closely with customer expectations.

Brand Perception and Reputation Management

It’s critical to understand how customers view your brand. In-depth interviews can reveal the factors impacting brand perception, allowing firms to reinforce positive associations with the brand while addressing negative opinions, misconceptions or concerns.

Strategic Planning and Decision Making

Interview findings can help strategic planning by giving qualitative data to decision-makers regarding market trends, customer behaviors, and future challenges. This data assists in making informed and strategic decisions that align with business objectives.

Customer Retention and Loyalty

Interviews can reveal the factors that influence consumer loyalty. Businesses can utilize this data to create targeted retention strategies and loyalty programs that improve client satisfaction and long-term connections.

Crisis Management and Risk Management

By understanding customer concerns and potential risks through interviews, businesses can proactively address issues before they escalate. This contributes to effective crisis management and risk mitigation strategies.

Innovative Applications of In-Depth Interviews

In the software development field, in-depth interviews (IDIs) are increasingly used innovatively to gather insights, understand user experiences, and improve the overall development process. Here are some emerging applications of in-depth interviews in software development:

User-Centered Design (UCD) and User Experience (UX) Research

It’s important to keep users in mind when developing software. In-depth interviews are used at the start of User-Centered Design (UCD) and User Experience (UX) research to identify what people want and what obstacles they face. This assists developers in creating software that is simple to use and meets the needs of the user.

Understanding preferences and difficulties early on improves the final product’s usability and intuitiveness. It’s as if the software was designed with users in mind from the start, resulting in a better and more enjoyable experience for them.

Accessibility and Inclusivity Testing

Making sure everyone can use the software you have developed is crucial. Accessibility and Inclusivity Testing uses in-depth interviews to understand the needs of different users, especially those with diverse abilities. This helps developers see how people with various skills interact with the software.

The goal is to make sure features for accessibility are done right. By listening to users early on, developers can ensure that the software is user-friendly for everyone. It’s like checking that a building has ramps and elevators so that everyone can easily access and use it regardless of abilities.

Remote Collaboration Tools

As more people work from different places, interviews become essential to know how users use virtual collaboration tools. Developers use this info to make these tools better and easier to use.

Understanding how people experience and interact with these tools helps improve how they work and what they can do.

It’s like asking people who use a virtual meeting room what they like and don’t like so developers can make the room better for everyone, making remote work smoother and more effective.

Top 5 Tips to Improve the Quality of Your In-Depth Interviews

Improving the quality of in-depth interviews (IDIs) is essential for gaining insightful information. Here are the top five suggestions for improving the quality of your in-depth interviews:

• Plan Thoroughly Before the session, conduct extensive research about your interviewees. Recognize their history, experiences, and context. This planning ensures that your questions are pertinent to each participant.
• Establish Rapport Begin the interview with a polite greeting and some small talk. Establishing rapport to generate trust and encourage people to discuss matters honestly is critical.
• Encourage Detailed Responses with Open-Ended Questions Frame your questions in a way that encourages participants to provide extensive and descriptive responses. Open-ended questions spark lively discussions and generate more profound insights.
• Listen Actively Pay close attention to what the participants say. Listen actively for nuances, emotions, and unsaid cues. This shows genuine enthusiasm and interest in what they have to say.
• Probe Effectively Use probing tactics to dig deeper into responses. Ask follow-up questions to urge participants to elaborate on their opinions and experiences.

Success Stories Related to In-Depth Interviews

Several well-known companies collect consumer data through various research methods to leverage it for business success. Let’s take a look at a few of them:

GitHub’s Community-Centered Development

GitHub’s success in developing a developer-centric platform is largely due to its dedication to community-centered development. In-depth interviews were critical in this strategy, providing vital insights into the demands and concerns of developers.

What GitHub Did

• Conducted in-depth interviews with developers from diverse backgrounds and experience levels.
• Focused on understanding their pain points and workflow challenges within the platform.
• Encouraged open and honest feedback on features, functionalities, and overall user experience.

What GitHub Learned

Here’s what GitHub learned and why this was a stellar strategy to adopt:

• Prioritize Feature Development Based on User Needs: The input gathered directly affected GitHub’s product plan, ensuring that they focused on things that developers desired and used. This resulted in the creation of popular features such as improved pull request management, enhanced code search, and improved collaboration tools.
• Create A More User-Friendly Platform: GitHub was able to streamline the platform, making it more intuitive and accessible, by addressing developers’ issues with navigation, interface complexity, and learning curve. As a result, user engagement and retention increased.
• Build and Trust Your Community: The open discussion developed through interviews instilled in developers a sense of trust and ownership. They felt heard and valued, resulting in a more lively and engaged community contributing to the platform’s success.

Examples of Successful Implementation

Here are some examples of user feedback they successfully implemented:

• GitHub developed customizable issue labels and templates responding to developer input, easing project management and communication.
• GitHub redesigned the code search tool after learning about developers’ search issues. The result is a more efficient and accurate code search.
• GitHub shortened the review and merging process in response to feedback on pull request complexity, improving collaboration and efficiency.

Key Takeaways

Here are the main takeaways from this case:

• Go beyond surface-level feedback and investigate your target audience’s motivations, wants, and needs.
• Create a safe environment for open and honest discourse where people feel comfortable sharing their opinions and experiences.
• Don’t just collect data; evaluate it and identify significant themes and patterns that provide valuable insights.
• Demonstrate your dedication to community-centered development by transforming insights into practical enhancements for your users.

In-depth interviews aren’t a one-time event but rather an ongoing conversation. Gathering feedback and iterating on your strategy will ensure you always provide your users with the most excellent possible experience.

Netflix’s Recommendation Engine

Netflix’s success in recommending content its subscribers enjoy isn’t by chance. In-depth discussions with subscribers were critical in refining their advanced recommendation algorithms, resulting in better engagement and subscriber retention.

Let’s dive into this case study and extract some valuable lessons:

What Netflix Did

• Conducted in-depth interviews with subscribers across diverse demographics and viewing preferences.
• Focused on understanding motivations for watching specific shows and genres and factors influencing their viewing decisions.
• Explored emotional responses to content, binge-watching habits, and preferred discovery methods.

What Netflix Learned

Here’s what Netflix learned and how it helped them improve their recommendation engine:

• Genre Not Key Determinant for Recommendations: The interviews revealed that genre alone wasn’t enough to predict preferences. Netflix learned about emotional drivers, thematic interests, and cultural factors influencing user choices. This led to the development of more personalized and context-aware recommendations.
• Understanding What Makes People Binge: Insights into viewing patterns helped Netflix optimize content delivery and recommendation timing, catering to the popularity of binge-watching. This resulted in increased user engagement and satisfaction.
• Customer Behavior Is Ever-Changing: The interviews revealed that user preferences and discovery methods change. Netflix realized the need for continuous feedback and adaptation to maintain relevance and personalized recommendations.
• By studying viewers’ emotional responses to content, Netflix’s algorithm can recommend shows that resonate with their preferred mood, even if they fall outside their regular genre.
• By analyzing user binge-watching tendencies, Netflix can adjust content release timetables and offer “next episodes” based on individual viewing patterns.
• Interviews indicated user preferences for various techniques of discovery. Netflix uses this information to personalize user interfaces and provide options such as “Continue Watching” or genre-specific carousels.
• Don’t just ask what people watch; ask why and how they watch. Understand the deeper motivations driving their viewing decisions.
• Include participants from various backgrounds and demographics to capture broader perspectives and avoid biases.
• Understanding the reasons behind user behavior is crucial for developing practical solutions and recommendations.
• User preferences and technology evolve constantly. Be prepared to adapt your approach and refine your methods based on new insights.

You can leverage in-depth interviews to succeed in any industry by understanding your audience, iterating on your strategy, and adjusting to changing needs.

How Iterators Can You Help You Conduct In-Depth Interviews

In-depth interviews (IDIs) dive deep into what people think and feel. They go beyond simple surveys or polls to uncover rich insights that help you understand complex topics and make better decisions.

This guide has walked you through the process, from setting your goals to conducting interviews and analyzing the results. We’ve shown you how IDIs can be especially useful in software development, where they let you explore complicated issues and adapt your questions on the fly.

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In-depth analysis: What it is + Free Tips

In-depth analysis requires both critical thinking and creative thinking. It often involves employing a variety of methods and tools, such as data visualization, statistical analysis , and qualitative research . It​ is a time-consuming process, but it can be very rewarding. It can lead to discoveries, greater understanding, and improved decision-making.

In-depth analysis is an essential tool for anyone who wants to understand the world around them​ and what the market demands or will demand.​

LEARN ABOUT:  Test Market Demand

What is in-depth analysis?

In-depth analysis is a process of investigating a problem or issue in great detail. It often involves looking at data or information in a new way to find hidden patterns or uncover previously unknown relationships. In-depth analysis can be used to solve complex problems or understand complex systems.

It is an important tool for businesses and organizations to use to make better decisions and improve their operations. In-depth analysis is also essential for academic research and writing. It allows scholars to deeply examine a subject and develop new insights or perspectives on it.

The​ most famous approach to in-depth analysis​ is qualitative and quantitative. Some people favor a more quantitative approach, while others prefer a more qualitative observation approach. ​A qualitative method of research involves focus groups, online interviews, etc. ​Whereas quantitative research is done through online surveys by various sampling methods .

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In-depth Analysis Tips

In general, in-depth analysis involves four main steps: data collection , data analysis , interpretation of results, and communication of findings.​ Furthermore, it is very important to do some due diligence on the panel company that you choose to go with.​ Data analytics and data analysis are closely related processes that involve extracting insights from data to make informed decisions.

​Also, Market research and in-depth analysis​ go hand in hand.

Data collection:

This is the first step to in-depth analysis. This can be done through observation, experimentation, or surveys. This process involves looking for patterns and relationships within the data.

Result interpretation:

This step requires critical thinking and creative thinking to conclude the data. Finally, the findings of the in-depth analysis must be communicated to others. This can be done through writing, presentation, or discussion. In-depth analysis is a complex process, but it is a powerful tool for understanding the world around us.

​ Market research is the process of gathering information about the needs and wants of consumers. This information can be used to help businesses make better decisions about product development, marketing, and sales. Market research can be conducted in a variety of ways, including surveys, interviews, focus groups, and observation.

Why In-depth Analysis is Important

It is important to choose the right method for each situation, as different methods can provide different kinds of information. In-depth analysis is an essential tool for any business that wants to succeed in today’s competitive market analysis .​ It helps businesses understand consumer behavior and how it has changed in response to the current situation.

Additionally, market research can identify new opportunities that may have arisen as a result of the pandemic. For example, there may be an increased demand for certain products or services that can be addressed by businesses.

Market research can also help businesses to understand the potential impact of the pandemic on their industry and make necessary changes to their operations. In short, market research is an essential tool for businesses to navigate the Covid pandemic and emerge successfully on the other side.

​At QuestionPro, we can help you with both – the best survey software and providing the right audience to answer them. You name it and we have it. B2B, B2C, and niche we got them all.

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​Whenever it comes to data collection, we have various security layers in place to terminate respondents who are Yea-saying, those who are inattentive, duplicate IP addresses, etc. even before entering the actual survey.​

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Authors : Devraj and Roshan

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12 Interpretive research

Chapter 11 introduced interpretive research—or more specifically, interpretive case research. This chapter will explore other kinds of interpretive research. Recall that positivist or deductive methods—such as laboratory experiments and survey research—are those that are specifically intended for theory (or hypotheses) testing. Interpretive or inductive methods—such as action research and ethnography—one the other hand, are intended for theory building. Unlike a positivist method, where the researcher tests existing theoretical postulates using empirical data, in interpretive methods, the researcher tries to derive a theory about the phenomenon of interest from the existing observed data.

The term ‘interpretive research’ is often used loosely and synonymously with ‘qualitative research’, although the two concepts are quite different. Interpretive research is a research paradigm (see Chapter 3) that is based on the assumption that social reality is not singular or objective. Rather, it is shaped by human experiences and social contexts (ontology), and is therefore best studied within its sociohistoric context by reconciling the subjective interpretations of its various participants (epistemology). Because interpretive researchers view social reality as being embedded within—and therefore impossible to abstract from—their social settings, they ‘interpret’ the reality though a ‘sense-making’ process rather than a hypothesis testing process. This is in contrast to the positivist or functionalist paradigm that assumes that the reality is relatively independent of the context, can be abstracted from their contexts, and studied in a decomposable functional manner using objective techniques such as standardised measures. Whether a researcher should pursue interpretive or positivist research depends on paradigmatic considerations about the nature of the phenomenon under consideration and the best way to study it.

However, qualitative versus quantitative research refers to empirical or data-oriented considerations about the type of data to collect and how to analyse it. Qualitative research relies mostly on non-numeric data, such as interviews and observations, in contrast to quantitative research which employs numeric data such as scores and metrics. Hence, qualitative research is not amenable to statistical procedures such as regression analysis, but is coded using techniques like content analysis. Sometimes, coded qualitative data is tabulated quantitatively as frequencies of codes, but this data is not statistically analysed. Many puritan interpretive researchers reject this coding approach as a futile effort to seek consensus or objectivity in a social phenomenon which is essentially subjective.

Although interpretive research tends to rely heavily on qualitative data, quantitative data may add more precision and clearer understanding of the phenomenon of interest than qualitative data. For example, Eisenhardt (1989), [1] in her interpretive study of decision-making in high-velocity firms (discussed in the previous chapter on case research), collected numeric data on how long it took each firm to make certain strategic decisions—which ranged from approximately six weeks to 18 months—how many decision alternatives were considered for each decision, and surveyed her respondents to capture their perceptions of organisational conflict. Such numeric data helped her clearly distinguish the high-speed decision-making firms from the low-speed decision-makers without relying on respondents’ subjective perceptions, which then allowed her to examine the number of decision alternatives considered by and the extent of conflict in high-speed versus low-speed firms. Interpretive research should attempt to collect both qualitative and quantitative data pertaining to the phenomenon of interest, and so should positivist research as well. Joint use of qualitative and quantitative data—often called ‘mixed-mode design’—may lead to unique insights, and is therefore highly prized in the scientific community.

Interpretive research came into existence in the early nineteenth century—long before positivist techniques were developed—and has its roots in anthropology, sociology, psychology, linguistics, and semiotics. Many positivist researchers view interpretive research as erroneous and biased, given the subjective nature of the qualitative data collection and interpretation process employed in such research. However, since the 1970s, many positivist techniques’ failure to generate interesting insights or new knowledge has resulted in a resurgence of interest in interpretive research—albeit with exacting methods and stringent criteria to ensure the reliability and validity of interpretive inferences.

Distinctions from positivist research

In addition to the fundamental paradigmatic differences in ontological and epistemological assumptions discussed above, interpretive and positivist research differ in several other ways. First, interpretive research employs a theoretical sampling strategy, where study sites, respondents, or cases are selected based on theoretical considerations such as whether they fit the phenomenon being studied (e.g., sustainable practices can only be studied in organisations that have implemented sustainable practices), whether they possess certain characteristics that make them uniquely suited for the study (e.g., a study of the drivers of firm innovations should include some firms that are high innovators and some that are low innovators, in order to draw contrast between these firms), and so forth. In contrast, positivist research employs random sampling —or a variation of this technique—in which cases are chosen randomly from a population for the purpose of generalisability. Hence, convenience samples and small samples are considered acceptable in interpretive research—as long as they fit the nature and purpose of the study—but not in positivist research.

Second, the role of the researcher receives critical attention in interpretive research. In some methods such as ethnography, action research, and participant observation, the researcher is considered part of the social phenomenon, and their specific role and involvement in the research process must be made clear during data analysis. In other methods, such as case research, the researcher must take a ’neutral’ or unbiased stance during the data collection and analysis processes, and ensure that their personal biases or preconceptions do not taint the nature of subjective inferences derived from interpretive research. In positivist research, however, the researcher is considered to be external to and independent of the research context, and is not presumed to bias the data collection and analytic procedures.

Third, interpretive analysis is holistic and contextual, rather than being reductionist and isolationist. Interpretive interpretations tend to focus on language, signs, and meanings from the perspective of the participants involved in the social phenomenon, in contrast to statistical techniques that are employed heavily in positivist research. Rigor in interpretive research is viewed in terms of systematic and transparent approaches to data collection and analysis, rather than statistical benchmarks for construct validity or significance testing.

Lastly, data collection and analysis can proceed simultaneously and iteratively in interpretive research. For instance, the researcher may conduct an interview and code it before proceeding to the next interview. Simultaneous analysis helps the researcher correct potential flaws in the interview protocol or adjust it to capture the phenomenon of interest better. The researcher may even change their original research question if they realise that their original research questions are unlikely to generate new or useful insights. This is a valuable—but often understated—benefit of interpretive research, and is not available in positivist research, where the research project cannot be modified or changed once the data collection has started without redoing the entire project from the start.

Benefits and challenges of interpretive research

Interpretive research has several unique advantages. First, it is well-suited for exploring hidden reasons behind complex, interrelated, or multifaceted social processes—such as inter-firm relationships or inter-office politics—where quantitative evidence may be biased, inaccurate, or otherwise difficult to obtain. Second, it is often helpful for theory construction in areas with no or insufficient a priori theory. Third, it is also appropriate for studying context-specific, unique, or idiosyncratic events or processes. Fourth, interpretive research can also help uncover interesting and relevant research questions and issues for follow-up research.

At the same time, interpretive research also has its own set of challenges. First, this type of research tends to be more time and resource intensive than positivist research in data collection and analytic efforts. Too little data can lead to false or premature assumptions, while too much data may not be effectively processed by the researcher. Second, interpretive research requires well-trained researchers who are capable of seeing and interpreting complex social phenomenon from the perspectives of the embedded participants, and reconciling the diverse perspectives of these participants, without injecting their personal biases or preconceptions into their inferences. Third, all participants or data sources may not be equally credible, unbiased, or knowledgeable about the phenomenon of interest, or may have undisclosed political agendas which may lead to misleading or false impressions. Inadequate trust between the researcher and participants may hinder full and honest self-representation by participants, and such trust building takes time. It is the job of the interpretive researcher to ‘see through the smoke’ (i.e., hidden or biased agendas) and understand the true nature of the problem. Fourth, given the heavily contextualised nature of inferences drawn from interpretive research, such inferences do not lend themselves well to replicability or generalisability. Finally, interpretive research may sometimes fail to answer the research questions of interest or predict future behaviours.

Characteristics of interpretive research

All interpretive research must adhere to a common set of principles, as described below.

Naturalistic inquiry: Social phenomena must be studied within their natural setting.

Because interpretive research assumes that social phenomena are situated within—and cannot be isolated from—their social context, interpretations of such phenomena must be grounded within their sociohistorical context. This implies that contextual variables should be observed and considered in seeking explanations of a phenomenon of interest, even though context sensitivity may limit the generalisability of inferences.

Researcher as instrument: Researchers are often embedded within the social context that they are studying, and are considered part of the data collection instrument in that they must use their observational skills, their trust with the participants, and their ability to extract the correct information. Further, their personal insights, knowledge, and experiences of the social context are critical to accurately interpreting the phenomenon of interest. At the same time, researchers must be fully aware of their personal biases and preconceptions, and not let such biases interfere with their ability to present a fair and accurate portrayal of the phenomenon.

Interpretive analysis: Observations must be interpreted through the eyes of the participants embedded in the social context. Interpretation must occur at two levels. The first level involves viewing or experiencing the phenomenon from the subjective perspectives of the social participants. The second level is to understand the meaning of the participants’ experiences in order to provide a ‘thick description’ or a rich narrative story of the phenomenon of interest that can communicate why participants acted the way they did.

Use of expressive language: Documenting the verbal and non-verbal language of participants and the analysis of such language are integral components of interpretive analysis. The study must ensure that the story is viewed through the eyes of a person, and not a machine, and must depict the emotions and experiences of that person, so that readers can understand and relate to that person. Use of imageries, metaphors, sarcasm, and other figures of speech are very common in interpretive analysis.

Temporal nature: Interpretive research is often not concerned with searching for specific answers, but with understanding or ‘making sense of’ a dynamic social process as it unfolds over time. Hence, such research requires the researcher to immerse themself in the study site for an extended period of time in order to capture the entire evolution of the phenomenon of interest.

Hermeneutic circle: Interpretive interpretation is an iterative process of moving back and forth from pieces of observations (text), to the entirety of the social phenomenon (context), to reconcile their apparent discord, and to construct a theory that is consistent with the diverse subjective viewpoints and experiences of the embedded participants. Such iterations between the understanding/meaning of a phenomenon and observations must continue until ‘theoretical saturation’ is reached, whereby any additional iteration does not yield any more insight into the phenomenon of interest.

Interpretive data collection

Data is collected in interpretive research using a variety of techniques. The most frequently used technique is interviews (face-to-face, telephone, or focus groups). Interview types and strategies are discussed in detail in Chapter 9. A second technique is observation . Observational techniques include direct observation , where the researcher is a neutral and passive external observer, and is not involved in the phenomenon of interest (as in case research), and participant observation , where the researcher is an active participant in the phenomenon, and their input or mere presence influence the phenomenon being studied (as in action research). A third technique is documentation , where external and internal documents—such as memos, emails, annual reports, financial statements, newspaper articles, or websites—may be used to cast further insight into the phenomenon of interest or to corroborate other forms of evidence.

Interpretive research designs

Case research . As discussed in the previous chapter, case research is an intensive longitudinal study of a phenomenon at one or more research sites for the purpose of deriving detailed, contextualised inferences, and understanding the dynamic process underlying a phenomenon of interest. Case research is a unique research design in that it can be used in an interpretive manner to build theories, or in a positivist manner to test theories. The previous chapter on case research discusses both techniques in depth and provides illustrative exemplars. Furthermore, the case researcher is a neutral observer (direct observation) in the social setting, rather than an active participant (participant observation). As with any other interpretive approach, drawing meaningful inferences from case research depends heavily on the observational skills and integrative abilities of the researcher.

Action research . Action research is a qualitative but positivist research design aimed at theory testing rather than theory building. This is an interactive design that assumes that complex social phenomena are best understood by introducing changes, interventions, or ‘actions’ into those phenomena, and observing the outcomes of such actions on the phenomena of interest. In this method, the researcher is usually a consultant or an organisational member embedded into a social context —such as an organisation—who initiates an action in response to a social problem, and examines how their action influences the phenomenon, while also learning and generating insights about the relationship between the action and the phenomenon. Examples of actions may include organisational change programs—such as the introduction of new organisational processes, procedures, people, or technology or the replacement of old ones—initiated with the goal of improving an organisation’s performance or profitability. The researcher’s choice of actions must be based on theory, which should explain why and how such actions may bring forth the desired social change. The theory is validated by the extent to which the chosen action is successful in remedying the targeted problem. Simultaneous problem-solving and insight generation are the central feature that distinguishes action research from other research methods (which may not involve problem solving), and from consulting (which may not involve insight generation). Hence, action research is an excellent method for bridging research and practice.

There are several variations of the action research method. The most popular of these methods is participatory action research , designed by Susman and Evered (1978). [2] This method follows an action research cycle consisting of five phases: diagnosing, action-planning, action-taking, evaluating, and learning (see Figure 12.1). Diagnosing involves identifying and defining a problem in its social context. Action-planning involves identifying and evaluating alternative solutions to the problem, and deciding on a future course of action based on theoretical rationale. Action-taking is the implementation of the planned course of action. The evaluation stage examines the extent to which the initiated action is successful in resolving the original problem—i.e., whether theorised effects are indeed realised in practice. In the learning phase, the experiences and feedback from action evaluation are used to generate insights about the problem and suggest future modifications or improvements to the action. Based on action evaluation and learning, the action may be modified or adjusted to address the problem better, and the action research cycle is repeated with the modified action sequence. It is suggested that the entire action research cycle be traversed at least twice so that learning from the first cycle can be implemented in the second cycle. The primary mode of data collection is participant observation, although other techniques such as interviews and documentary evidence may be used to corroborate the researcher’s observations.

Ethnography . The ethnographic research method—derived largely from the field of anthropology—emphasises studying a phenomenon within the context of its culture. The researcher must be deeply immersed in the social culture over an extended period of time—usually eight months to two years—and should engage, observe, and record the daily life of the studied culture and its social participants within their natural setting. The primary mode of data collection is participant observation, and data analysis involves a ‘sense-making’ approach. In addition, the researcher must take extensive field notes, and narrate her experience in descriptive detail so that readers may experience the same culture as the researcher. In this method, the researcher has two roles: rely on her unique knowledge and engagement to generate insights (theory), and convince the scientific community of the transsituational nature of the studied phenomenon.

The classic example of ethnographic research is Jane Goodall’s study of primate behaviours. While living with chimpanzees in their natural habitat at Gombe National Park in Tanzania, she observed their behaviours, interacted with them, and shared their lives. During that process, she learnt and chronicled how chimpanzees seek food and shelter, how they socialise with each other, their communication patterns, their mating behaviours, and so forth. A more contemporary example of ethnographic research is Myra Bluebond-Langer’s (1996) [3] study of decision-making in families with children suffering from life-threatening illnesses, and the physical, psychological, environmental, ethical, legal, and cultural issues that influence such decision-making. The researcher followed the experiences of approximately 80 children with incurable illnesses and their families for a period of over two years. Data collection involved participant observation and formal/informal conversations with children, their parents and relatives, and healthcare providers to document their lived experience.

Phenomenology. Phenomenology is a research method that emphasises the study of conscious experiences as a way of understanding the reality around us. It is based on the ideas of early twentieth century German philosopher, Edmund Husserl, who believed that human experience is the source of all knowledge. Phenomenology is concerned with the systematic reflection and analysis of phenomena associated with conscious experiences such as human judgment, perceptions, and actions. Its goal is (appreciating and describing social reality from the diverse subjective perspectives of the participants involved, and understanding the symbolic meanings (‘deep structure’) underlying these subjective experiences. Phenomenological inquiry requires that researchers eliminate any prior assumptions and personal biases, empathise with the participant’s situation, and tune into existential dimensions of that situation so that they can fully understand the deep structures that drive the conscious thinking, feeling, and behaviour of the studied participants.

Some researchers view phenomenology as a philosophy rather than as a research method. In response to this criticism, Giorgi and Giorgi (2003) [4] developed an existential phenomenological research method to guide studies in this area. This method, illustrated in Figure 12.2, can be grouped into data collection and data analysis phases. In the data collection phase, participants embedded in a social phenomenon are interviewed to capture their subjective experiences and perspectives regarding the phenomenon under investigation. Examples of questions that may be asked include ‘Can you describe a typical day?’ or ‘Can you describe that particular incident in more detail?’. These interviews are recorded and transcribed for further analysis. During data analysis , the researcher reads the transcripts to: get a sense of the whole, and establish ‘units of significance’ that can faithfully represent participants’ subjective experiences. Examples of such units of significance are concepts such as ‘felt-space’ and ‘felt-time’, which are then used to document participants’ psychological experiences. For instance, did participants feel safe, free, trapped, or joyous when experiencing a phenomenon (‘felt-space’)? Did they feel that their experience was pressured, slow, or discontinuous (‘felt-time’)? Phenomenological analysis should take into account the participants’ temporal landscape (i.e., their sense of past, present, and future), and the researcher must transpose his/herself in an imaginary sense into the participant’s situation (i.e., temporarily live the participant’s life). The participants’ lived experience is described in the form of a narrative or using emergent themes. The analysis then delves into these themes to identify multiple layers of meaning while retaining the fragility and ambiguity of subjects’ lived experiences.

Rigor in interpretive research

While positivist research employs a ‘reductionist’ approach by simplifying social reality into parsimonious theories and laws, interpretive research attempts to interpret social reality through the subjective viewpoints of the embedded participants within the context where the reality is situated. These interpretations are heavily contextualised, and are naturally less generalisable to other contexts. However, because interpretive analysis is subjective and sensitive to the experiences and insight of the embedded researcher, it is often considered less rigorous by many positivist (functionalist) researchers. Because interpretive research is based on a different set of ontological and epistemological assumptions about social phenomena than positivist research, the positivist notions of rigor—such as reliability, internal validity, and generalisability—do not apply in a similar manner. However, Lincoln and Guba (1985) [5] provide an alternative set of criteria that can be used to judge the rigor of interpretive research.

Dependability. Interpretive research can be viewed as dependable or authentic if two researchers assessing the same phenomenon, using the same set of evidence, independently arrive at the same conclusions, or the same researcher, observing the same or a similar phenomenon at different times arrives at similar conclusions. This concept is similar to that of reliability in positivist research, with agreement between two independent researchers being similar to the notion of inter-rater reliability, and agreement between two observations of the same phenomenon by the same researcher akin to test-retest reliability. To ensure dependability, interpretive researchers must provide adequate details about their phenomenon of interest and the social context in which it is embedded, so as to allow readers to independently authenticate their interpretive inferences.

Credibility. Interpretive research can be considered credible if readers find its inferences to be believable. This concept is akin to that of internal validity in functionalistic research. The credibility of interpretive research can be improved by providing evidence of the researcher’s extended engagement in the field, by demonstrating data triangulation across subjects or data collection techniques, and by maintaining meticulous data management and analytic procedures—such as verbatim transcription of interviews, accurate records of contacts and interviews—and clear notes on theoretical and methodological decisions, that can allow an independent audit of data collection and analysis if needed.

Confirmability. Confirmability refers to the extent to which the findings reported in interpretive research can be independently confirmed by others—typically, participants. This is similar to the notion of objectivity in functionalistic research. Since interpretive research rejects the notion of an objective reality, confirmability is demonstrated in terms of ‘intersubjectivity’—i.e., if the study’s participants agree with the inferences derived by the researcher. For instance, if a study’s participants generally agree with the inferences drawn by a researcher about a phenomenon of interest—based on a review of the research paper or report—then the findings can be viewed as confirmable.

Transferability. Transferability in interpretive research refers to the extent to which the findings can be generalised to other settings. This idea is similar to that of external validity in functionalistic research. The researcher must provide rich, detailed descriptions of the research context (‘thick description’) and thoroughly describe the structures, assumptions, and processes revealed from the data so that readers can independently assess whether and to what extent the reported findings are transferable to other settings.

• Eisenhardt, K. M. (1989). Making fast strategic decisions in high-velocity environments. Academy of Management Journal , 32(3), 543–576. ↵
• Susman, G. I. and Evered, R. D. (1978) An assessment of the scientific merits of action research. Administrative Science Quarterly , 23, 582–603. ↵
• Bluebond-Langer, M. (1996). In the shadow of illness: Parents and siblings of the chronically ill child . Princeton, NJ: Princeton University Press. ↵
• Giorgi, A., & Giorgi, B. (2003). Phenomenology. In J. A. Smith (ed.), Qualitative psychology: A practical guide to research methods (pp. 25–50). London: Sage Publications ↵
• Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry . Beverly Hills: Sage Publications. ↵

Social Science Research: Principles, Methods and Practices (Revised edition) Copyright © 2019 by Anol Bhattacherjee is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Qualitative Research Tools

Pengertian dari Qualitative research adalah penelitian yang membahas tujuan bisnis melalui teknik yang memungkinkan peneliti untuk memberikan interpretasi yang rinci dari fenomena pasar tanpa tergantung pada pengukuran secara numerik. Fokusnya adalah pada penemuan makna batin yang sejati dan wawasan baru.

Pengertian dari Quantitative research adalah penelitian yang membahas tujuan penelitian melalui penilaian secara empiris yang melibatkan pengukuran dan analisis pendekatan secara numerik. Berikut ini adalah tabel perbedaan antara Qualitative Research dan Quantitative Research , jika dilihat dari beberapa aspek penelitian :

Selain itu, data yang digunakan sumber penelitian pun memiliki perbedaan yang mendasar yaitu Quantitative data adalah mewakili fenomena dengan menetapkan nomor dengan cara disajikan dan bermakna. Sedangkan, Qualitative data adalah data yang tidak ditandai dengan angka tetapi secara tekstual, visual, atau lisan, fokus pada cerita, penggambaran visual, interpretasi, dan deskripsi ekspresif lainnya. Berikut ini adalah 4 kategori utama pendekatan pada Qualitative Research :

• Phenomenology : pendekatan untuk mempelajari pengalaman manusia berdasarkan gagasan bahwa pengalaman manusia itu sendiri secara inheren subjektif dan ditentukan oleh konteks orang hidup
• Ethnography : pendekatan untuk mempelajari budaya melalui metode yang melibatkan dalam budaya itu. Participant-observation adalah penelitian ethnography dimana peneliti menjadi terbenam dalam budaya yang ia sedang belajar dan menarik data dari pengalamannya
• Grounded theory : pendekatan untuk mempelajari penyelidikan dimana peneliti mengajukan pertanyaan tentang informasi yang diberikan oleh responden atau diambil dari catatan historynya
• Case studies : pendekatan untuk mempelajari peristiwa perusahaan tertentu karena menghadapi sebuah keputusan yang penting seperti memperkenalkan produk baru atau berurusan dengan beberapa krisis manajemen

Untuk mendapatkan data yang sesuai dengan Qualitative Research , maka diperlukan alat penelitian yang tepat. Berikut ini adalah tabel yang menjelaskan mengenai alat yang biasa digunakan dalam qualitative research serta dengan masing-masing keuntungan dan kekurangannya :

Reference : Zikmund, Babin, Carr, and Griffin. (-). Business Research Methods. 08. Thomson South-Western. . ISBN: 978-0324320626.

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Di zaman yang serba cepat dan ringkas, orang cenderung enggan membaca tulisan mendalam, kecuali tulisannya istimewa. Laporan mendalam (in-depth reporting) dinanti pembaca karena memberi pemahaman baru terhadap suatu persoalan. Sehingga pembaca menjadi lebih pintar, dan menjadikannya referensi. Laporan mendalam bisa dibuat oleh siapa saja, untuk kepentingan apa pun. Bagi wartawan, laporan mendalam biasanya dilakukan atas keinginan untuk mengetahui cerita di balik sebuah peristiwa. Unsur pertanyaan mengapa (why) dan bagaimana (how) menjadi lebih dominan dibanding pertanyaan apa (what), siapa (who), kapan (when), dan di mana (where). Sedangkan bagi peneliti, laporan mendalam dibuat untuk membuktikan hipotesanya. Laporan model ini mengutamakan kedalaman penggalian bahan untuk menjawab pertanyaan angle. Istilah angle lazim digunakan di kalangan wartawan. Sedangkan kalangan peneliti menyebut angle dengan research questions. Ketajaman menentukan angle atau research questions mempengaruhi proses dan teknik pengumpulan bahan atau data di lapangan. Bisa melalui riset, reportase, dan wawancara. Agar tidak tersesat, dan efektif saat mengumpulkan data, wartawan atau peneliti harus setia pada angle atau research questions-nya. Hal ini untuk menghindari timbunan informasi yang tidak dibutuhkan, dan mempermudah saat penulisan laporan. Terbuka untuk umum

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Di zaman yang serba cepat dan ringkas, orang cenderung enggan membaca tulisan mendalam, kecuali tulisannya istimewa. Laporan mendalam (in-depth reporting) dinanti pembaca karena memberi pemahaman baru terhadap suatu persoalan. Sehingga pembaca menjadi lebih pintar, dan menjadikannya referensi. Laporan mendalam bisa dibuat oleh siapa saja, untuk kepentingan apa pun. Bagi wartawan, laporan mendalam biasanya dilakukan atas keinginan untuk mengetahui cerita di balik sebuah peristiwa. Unsur perta

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Mengenal Desk Research : Definisi, Tips Beserta Contoh

• Posted by adminlp2m
• Categories Artikel
• Date December 22, 2021

Apa itu Desk Research?

Secara umum Desk research adalah jenis penelitian yang didasarkan pada materi yang diterbitkan dalam laporan dan dokumen serupa yang tersedia di perpustakaan umum, situs web, data yang diperoleh dari survei yang telah dilakukan, dll. Beberapa organisasi juga menyimpan data yang dapat digunakan untuk tujuan penelitian.

Ini adalah metode penelitian yang melibatkan penggunaan data yang ada. Ini dikumpulkan dan diringkas untuk meningkatkan efektivitas keseluruhan penyelidikan.

Penelitian sekunder jauh lebih hemat biaya daripada penelitian utama, karena menggunakan data yang ada, tidak seperti penelitian primer, di mana data dikumpulkan secara langsung oleh organisasi, perusahaan , atau mungkin mempekerjakan pihak ketiga untuk mendapatkan data atas nama Anda.

Contoh Desk Research

Menjadi metode hemat biaya, penelitian meja adalah pilihan populer untuk bisnis dan organisasi karena tidak semua orang dapat membayar sejumlah besar uang untuk melakukan penelitian dan mengumpulkan data . Itu sebabnya ini juga disebut “penelitian dokumenter”.

Berikut adalah beberapa metode dan contoh penelitian sekunder yang lebih umum:

1. Data tersedia di Internet: Salah satu cara paling populer untuk mengumpulkan data untuk penelitian pustaka adalah melalui Internet. Informasi tersedia dan dapat diunduh hanya dengan satu klik.

Data ini praktis gratis atau Anda mungkin harus membayar jumlah yang dapat diabaikan untuk itu. Situs web memiliki banyak informasi yang dapat digunakan oleh perusahaan atau organisasi untuk memenuhi kebutuhan penelitian mereka. Namun, Anda perlu mempertimbangkan situs web yang dapat diandalkan untuk mengumpulkan informasi.

2. Lembaga pemerintah dan non-pemerintah: Data untuk penelitian sekunder juga dapat dikumpulkan dari beberapa lembaga pemerintah dan non-pemerintah. Akan selalu ada data berharga dan relevan yang dapat digunakan oleh perusahaan atau organisasi.

3. Perpustakaan umum: Perpustakaan umum adalah sumber lain yang baik untuk mencari data dengan melakukan penelitian pustaka. Mereka memiliki salinan penelitian penting yang telah dilakukan sebelumnya. Mereka adalah penyimpanan dokumen dari mana informasi yang relevan dapat diekstraksi.

Layanan yang ditawarkan di perpustakaan umum ini bervariasi. Paling sering, mereka memiliki banyak koleksi publikasi pemerintah dengan statistik pasar, banyak koleksi direktori bisnis, dan buletin.

4. Institusi Pendidikan: Pentingnya pengumpulan data dari institusi pendidikan untuk penelitian sekunder sering diabaikan. Namun, lebih banyak penelitian dilakukan di perguruan tinggi dan universitas daripada di sektor bisnis lainnya.

Data yang dikumpulkan oleh universitas terutama digunakan untuk penelitian primer. Namun, perusahaan atau organisasi dapat pergi ke lembaga pendidikan dan meminta data.

5. Sumber informasi bisnis: Surat kabar, majalah, stasiun radio dan televisi merupakan sumber data yang bagus untuk penelitian pustaka. Sumber-sumber ini memiliki informasi langsung tentang perkembangan ekonomi, agenda politik, pasar, segmentasi demografis, dan topik serupa.

Perusahaan atau organisasi dapat meminta untuk mendapatkan data yang paling relevan untuk studi mereka. Mereka tidak hanya memiliki kesempatan untuk mengidentifikasi pelanggan potensial Anda, tetapi mereka juga dapat mempelajari cara untuk mempromosikan produk atau layanan mereka melalui sumber-sumber ini, karena mereka memiliki cakupan yang lebih luas.

Bagaimana melakukan Desk Research?

Ini adalah langkah-langkah yang harus diikuti untuk melakukan penyelidikan Desk Research:

• Identifikasi topik penelitian: Sebelum Anda mulai, identifikasi topik yang perlu Anda teliti. Setelah selesai, buatlah daftar atribut penelitian dan tujuannya.
• Identifikasi sumber penelitian: Selanjutnya, jelaskan sumber informasi yang akan memberi Anda data paling relevan yang berlaku untuk penelitian Anda.
• Kumpulkan data yang ada: Setelah sumber pengumpulan informasi dipersempit, periksa apakah ada data sebelumnya yang terkait erat dengan topik. Mereka dapat diperoleh dari berbagai sumber, seperti surat kabar, perpustakaan umum, lembaga pemerintah dan non-pemerintah, dll.
• Gabungkan dan bandingkan: Setelah data dikumpulkan, gabungkan dan bandingkan sehingga informasi tidak terduplikasi dan satukan dalam format yang dapat diakses. Pastikan untuk mengumpulkan data dari sumber otentik sehingga Anda tidak menghalangi penyelidikan Anda.
• Analisis data: Analisis data yang dikumpulkan dan identifikasi apakah semua pertanyaan telah dijawab. Jika tidak, ulangi proses untuk menggali lebih dalam ide-ide praktis.
• Sebagian besar informasi adalah penelitian sekunder dan tersedia. Ada banyak sumber dari mana data yang Anda butuhkan dapat dikumpulkan dan digunakan, berbeda dengan penelitian primer, di mana data harus dikumpulkan dari awal.
• Ini adalah proses yang lebih murah dan memakan waktu, karena data yang diperlukan sudah tersedia dan tidak memerlukan banyak biaya jika diekstraksi dari sumber asli.
• Data yang dikumpulkan melalui penelitian sekunder atau penelitian desktop memberikan gambaran kepada organisasi atau perusahaan tentang efektivitas penelitian primer. Dengan demikian, hipotesis dapat dibentuk dan biaya pelaksanaan penelitian utama dapat dievaluasi.
• Melakukan desk research lebih cepat karena ketersediaan data. Ini dapat diselesaikan dalam beberapa minggu, tergantung pada tujuan perusahaan atau skala data yang diperlukan.
• Meskipun data sudah tersedia, kredibilitas dan keaslian informasi yang tersedia harus dinilai.
• Tidak semua sumber data sekunder menawarkan laporan dan statistik terbaru. Bahkan ketika mereka akurat, mereka mungkin tidak up to date.

Desk research merupakan metode penelitian yang sangat populer, karena menggunakan data yang ada dan terpercaya yang dapat diperoleh dengan mudah. Ini adalah manfaat besar bagi bisnis dan organisasi karena meningkatkan efektivitas penyelidikan.

Tag: academic research papers , Dosen Terbaik , Kampus UMA , Kampus UMA Sehat , non research articles , Penelitian , research , research articles , Research Methods , research report , Research-based , researcher , UMA Berkualitas , UMA Bestari , UMA Sehat , UMA Unggul

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Exercise for weight loss: Calories burned in 1 hour

Being active can help you lose weight and keep it off. Find out how much you need.

Being active is vital to losing weight and keeping it off. When active, the body uses more energy in the form of calories. And burning more calories than you take in leads to weight loss.

To lose weight, most people need to cut the number of calories they eat and move more. This is according to the 2020-2025 Dietary Guidelines for Americans. Most often, that means cutting daily calories by 500 to 750 to lose 1 1/2 pounds (0.7 kilograms) a week.

Other factors might be involved in losing weight. Because of changes to the body over time, you might need to cut calories more as you age to keep losing weight or to stay at the same weight.

Diet or exercise: Does one matter more?

Both are important. Diet affects weight loss more than physical activity does. Physical activity, including exercise, has a stronger effect in keeping weight from coming back after weight loss.

Losing weight with diet alone and without physical activity can make people weaker. This is because of age-related losses in bone density and muscle mass. Adding resistance training and aerobic exercise to a weight-loss program helps prevent the loss of bone and muscle.

These are the exercise guidelines for most healthy adults from the U.S. Department of Health and Human Services:

Aerobic activity. Get at least 150 minutes of moderate aerobic activity a week. Or get 75 minutes of vigorous aerobic activity a week. You also can get an equal mix of the two types.

Aim to exercise most days of the week. For even more health benefits, strive for 300 minutes a week or more of moderate aerobic activity or 150 minutes of vigorous activity. Exercising this much may help with weight loss or keeping off lost weight. But even small amounts of physical activity can be helpful. Being active for short periods of time during the day can add up and give you great health benefits.

• Strength training. Do strength training exercises for all major muscle groups at least two times a week. One set of each exercise is enough for health and fitness benefits. Use a weight or resistance level heavy enough to tire your muscles after about 12 to 15 repetitions.

Moderate aerobic exercise includes activities such as brisk walking, biking, swimming and mowing the lawn.

Vigorous aerobic exercise includes activities such as running, swimming hard laps, heavy yardwork and aerobic dancing.

Strength training can include use of weights or weight machines, your own body weight, resistance tubing, or activities such as rock climbing.

How much am I burning?

This list shows about how many calories are burned while doing certain exercises for one hour. This is based on a person who weighs 160 pounds (73 kilograms). The calories you burn depend on the exercise you do, how hard you do it, how much you weigh and other factors.

Based on Ainsworth BE, et al. 2011 compendium of physical activities: A second update of codes and MET values. Medicine & Science in Sports & Exercise. 2011;43:1575.

Remember, to lose weight or to keep weight from creeping up on you as you age, you need to eat less and move more. Moving more means adding more physical activity into your life.

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• Physical Activity Guidelines for Americans. 2nd ed. U.S. Department of Health and Human Services. https://health.gov/paguidelines/second-edition. Accessed March 13, 2024.
• Physical activity for a healthy weight. Centers for Disease Control and Prevention. https://www.cdc.gov/healthyweight/physical_activity/index.html. Accessed March 13, 2024.
• Ainsworth BE, et al. 2011 compendium of physical activities: A second update of codes and MET values. Medicine & Science in Sports & Exercise. 2011;43:1575.
• 2020-2025 Dietary Guidelines for Americans. U.S. Department of Health and Human Services and U.S. Department of Agriculture. https://www.dietaryguidelines.gov. Accessed March 13, 2024.
• Perreault L, et al. Obesity in adults: Role of physical activity and exercise. https://www.uptodate.com/contents/search. Accessed March 13, 2024.
• AskMayoExpert. Physical activity (adult). Mayo Clinic; 2022.

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