Naturalistic Group Interviewing in China

In this film, we argue that only certain qualitative methods are appropriate in a Chinese context, due to various aspects of Chinese culture which de-emphasize expressing one’s thoughts, feelings, beliefs and values openly. This film demonstrates how (1) presenting Chinese consumers with scenarios that they can relate to stimulates meaningful discussion, (2) breaching people’s expecations is what allows people to articulate underlying meaning systems, and (3) conducting interviews in naturally occurring social groups all lead to naturalistic discussions.



Citation:

Giana Eckhardt and Anders Bengtsson (2009) ,"Naturalistic Group Interviewing in China", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 33-33.

Authors

Giana Eckhardt, Suffolk University, USA
Anders Bengtsson, Suffolk University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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