ABSTRACT
This chapter helps people to: see some other methods of how qualitative research is conducted; learn how qualitative research may apply to public relations and advertising; observe some qualitative research techniques. Personal interviews are those that take place directly between individuals. That does not necessarily mean that these interviews are face-to-face; personal interviews could be conducted by telephone or over the Internet. In-depth interviews are a special type of personal interview. Dyadic interviews allow the two persons to get to know and trust each other. Also, spontaneity is possible as the interview leads from one topic to another. In a focus-group study, a small number of persons will be gathered with an interviewer. Most focus-group research has the entire party, respondents and moderator, in the same room, although it is possible to use the Internet with instant-messaging or on-camera capabilities. Anthropologists and sociologists have developed ethnographies to describe human interactions and behaviors.
