The Long Interview

Introduction Nine Key Issues The Four-Step Method of Inquiry Quality Control The Writing-Up Process Managing Qualitative Research Conclusion

"Continue[s] the high quality of previously published volumes in the SAGE series on qualitative research methods. Grant McCracken shows how the long interview can be devised in order to understand respondents in their own terms, the use of prompts to follow-up questions being a particularly important feature. The analysis and writing up of such information is examined in considerable detail and will be of interest to students who are often baffled by qualitative data." -- Contemporary Sociology "Grant McCracken provides one of the finest bibliographies on the qualitative-quantitative debate that I have ever seen...This selective bibliography alone would be worth the price of the book...McCracken [has a] pleasant writing style, which is balanced, graceful, and witty." -- Journal of Marketing Research