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Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews

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  • Zeynep Arsel
  • Darren DahlEditor
  • Eileen FischerEditor
  • Gita JoharEditor
  • Vicki MorwitzEditor

Abstract

Interviews have been a key primary data source for research published in the Journal of Consumer Research. This tutorial aims to walk readers through the design and execution of interview-based empirical research on consumers and consumption.

Suggested Citation

  • Zeynep Arsel & Darren DahlEditor & Eileen FischerEditor & Gita JoharEditor & Vicki MorwitzEditor, 2017. "Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 939-948.
    • Handle: RePEc:oup:jconrs:v:44:y:2017:i:4:p:939-948.
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    References listed on IDEAS

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