Qualitative Consumer and Marketing Research by Russell W. Belk & Eileen Fischer & Robert Kozinets

Author:Russell W. Belk & Eileen Fischer & Robert Kozinets
Language: eng
Format: mobi
ISBN: 9781446290392
Publisher: SAGE Publications
Published: 2012-12-13T14:00:00+00:00

Figure 6.1 Russ Belk and Melanie Wallendorf dictate fieldnotes at a swap meet

EXERCISE 6.1

Conduct and audio-record a practice interview with someone on a topic of interest to them, but about which you know little. It need not be an hour – 10 or 15 minutes should do. Then without listening to the recording attempt to reconstruct the interview verbatim, including both questions and answers. Now look at your reconstruction while listening to the recording. How accurate are you? A rough guideline is that 70–80 per cent is good, above that is excellent, 60–70 per cent is marginal, and below that means you need to practise more. Also pay attention to what you have missed, anything you have misconstrued, and anything you thought was said that was not. This is an exercise in focused listening as much as it is a test of memory. Try jotting down or recording some keyword fieldnotes as an aid (described above as ‘dumping’ fieldnotes) before you begin your next reconstruction.

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