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Using card-based games to enhance the value of semistructured interviews

Hanna, S. and Rowley, J. and Jones, R. and Vasileiou, M. (2012) Using card-based games to enhance the value of semistructured interviews. International Journal of Market Research, 54 (1). pp. 93-110.

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Abstract

This article reports on the use of the card-based game method in semi-structured interviews in three separate research projects. The essence of the method is simple: cards are created with words or images to represent the concepts or terms that are central to the topics in a semi-structured interview; the cards then act as visual cues to facilitate focus and prompt reflection. Of greater interest is the application of the approach in specific contexts, and the benefits that accrue from its application. This research demonstrates that the card game method can be used to provide qualitative validation of theoretical models, and can be applied variously to elicit and explore definitions, priorities, processes, challenges, issues, difficulties, views on the future and critical success factors. The card game method and other innovative techniques that involve the interviewee in activities have the potential to enhance the value of semi-structured interviews.

Item Type: Article
Subjects: Research Publications
Departments: College of Business, Law, Education and Social Sciences > Bangor Business School
Date Deposited: 24 Sep 2015 02:15
Last Modified: 24 Sep 2015 02:15
ISSN: 1470-7853
URI: http://e.bangor.ac.uk/id/eprint/5411
Publisher: World Advertising Research Center (WARC)
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