Beyond projection : Using visualization in conducting interviews

Item Type Journal paper
Abstract

Purpose - This article argues for the reflective use of visual techniques in qualitative inter-viewing and suggests using visuals not only as projective techniques to elicit answers, but also as facilitation techniques throughout the interview process.

Design/methodology/approach - By reflecting on their own research projects in organization and management studies, the authors develop a practical approach to visual interviewing - making use of both projective and facilitation techniques. The article concludes by discussing the limitations of visualization techniques, and suggesting directions for future research on visually-enhanced interviewing.
Findings - The article's contribution is two-fold: First, it explains how the introduction of visual facilitation may improve the interview process, while also bringing advantages for the ensuing phase of data analysis. Second, it suggests a practical approach for the integration of visual projection and facilitation into qualitative research.

Originality/value - This article is reflective of what is currently occurring in the field of qualitative interviewing, and presents a practical approach for the integration of visual projec-tion and facilitation into qualitative interviews.

Authors Comi, Alice; Bischof, Nicole & Eppler, Martin J.
Journal or Publication Title Qualitative Research in Organization and Management
Language English
Keywords Qualitative interviewing; one-to-one interviews; focus groups; visual techniques; projective techniques; visual representations; visual facilitation.
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 2014
Publisher Emerald
Place of Publication Bradford UK
Volume 9
Number 2
Page Range 110-133
Number of Pages 24
ISSN 1746-5648
ISSN-Digital 1746-5656
Publisher DOI 10.1108/QROM-05-2012-1074
Depositing User Dr. Nicole Bischof
Date Deposited 07 Feb 2013 10:57
Last Modified 23 Aug 2016 11:15
URI: https://www.alexandria.unisg.ch/publications/220374

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Citation

Comi, Alice; Bischof, Nicole & Eppler, Martin J. (2014) Beyond projection : Using visualization in conducting interviews. Qualitative Research in Organization and Management, 9 (2). 110-133. ISSN 1746-5648

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https://www.alexandria.unisg.ch/id/eprint/220374
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