12.4: Interpretive Data Collection

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Data is collected in interpretive research using a variety of techniques. The most frequently used technique is interviews (face-to-face, telephone, or focus groups). Interview types and strategies are discussed in detail in Chapter 9. A second technique is observation. Observational techniques include direct observation, where the researcher is a neutral and passive external observer, and is not involved in the phenomenon of interest (as in case research), and participant observation, where the researcher is an active participant in the phenomenon, and their input or mere presence influence the phenomenon being studied (as in action research). A third technique is documentation, where external and internal documents—such as memos, emails, annual reports, financial statements, newspaper articles, or websites—may be used to cast further insight into the phenomenon of interest or to corroborate other forms of evidence.