The Interview Guide

1
The Interview Guide

• Question Techniques

2
Categories of Qualitative Questions

• Straightforward questions
• Direct and factual
• What is the most important thing you look for
  when buying a video game?
• Structural
• Think of the last time you purchased a video
  game. In order of priority, what were the three
  criteria most important to you?

3
Categories of Qualitative Questions

• Open-ended, elaboration-oriented questions
• Grand tour
• Think of the last time you visited a retailer
  with the idea in mind of purchasing a video game.
  Tell me what you were thinking as you prepared to
  go to the store, what you did once you got there,
  and what conversation took place with you and any
  of the staff before you chose your selection.

4
Categories of Qualitative Questions

• Open-ended, elaboration-oriented questions
• Idealization
• Describe your perfect idea of a video gaming
  console. What does it include, how can it be
  usedwhat are some things that make it special?

5
Categories of Qualitative Questions

• Open-ended, elaboration-oriented questions
• Contrast questions
• Describe what you believe the difference is
  between Nintendo Wii and Sony Xbox

6
Categories of Qualitative Questions

• Open-ended, elaboration-oriented questions
• Hypothetical-Interaction
• Pretend that you are the maker of a new video
  game product for women. What features would you
  specify as most important for getting women to
  purchase the product? Explain your answer.

7
Categories of Qualitative Questions

• Open-ended, elaboration-oriented questions
• Third-person
• What is one thing that you believe other women
  between the ages of 18 and 24 believe is
  important in a video game?

8
Additional Qualitative Techniques

• The Projective Techniques
• Word-association
• What is the first word that comes to mind when I
  say video game?
• Thought bubble completion
• Sentence/story completion
• Jane visited Best Buy to buy a video game for the
  first time. When she got there, (finish the story
  in terms of what she did, who she talked with,
  and how she felt during the experience)

9
Additional Qualitative Techniques

• Personalization of objects
• If Nintendo Wii and XBox were animals in a zoo,
  what kind of animal would they be? Explain your
  answer.
• Role playing
• Role play for me the kind of person you would
  characterize as a heavy video game player.

10
Additional Qualitative Techniques

• The Projective Techniques
• Shopping lists
• Picture Projection
• Picture sort
• Collage