10. Observation Researcher observes the phenomenon Non-participative (Obtrusive) Participative Record videos of participant behavior, take field notes, or just observe & remember
11. In-depth Interview Understand respondent’s perspectives on a particular phenomenon in their own words Probe latent / unobservable feelings, attitudes of respondents Structured / Semi-structured / Unstructured Audio recording is MUST
12. Ethnography Study society’s culture Detail daily routine of participants Emic (objective) vs. etic (subjective) Observe behavior, artifacts, physical setting etc.
13. Focus Group Discussions Typically involves 5 to 10 people in a group, apart from a moderator. Present themselves, respond to other’s views Consensus is ‘not’ an objective! Moderator may use discussion guide Audio / video recording
14. Projective Techniques Explore deeply held attitudes and motivations Respondents ‘may not be aware’ of these attitudes! Word association, sentence completion test, Thematic Apperception Test (TAT)
15. Narratives Inquiry Similar to interviews Understand historical events, meaning behind them Difficult for respondents to recollect, and express
