ABSTRACT
There are a range of applied qualitative research methods used to study people, and this chapter takes readers through the process of collecting data for case study, focus group, depth interviews, ethnography (including a discussion of the importance of research conducted in natural settings), and participant observation. Further detail is provided on interview structures (semistructured, unstructured, and fully structured) and on the continuum from complete observer to complete participant. Voices From Industry, Research in Depth, and Steps to Success entries provide further exploration of focus groups and interviews in particular. Finally, activities at the end of the unit provide an opportunity for application of concepts from the unit.
