In Their Book the Active Interview, Holstein and Gubrium Noted

question 17

Multiple Choice

In their book The Active Interview, Holstein and Gubrium noted that because interviews allow us to "reveal both the substance and the process of meaning making," researchers ________.

• A) should conduct interviews in teams of three (one to ask questions, one to observe the interviewer, and one to observe the interviewee)
• B) can view the interview process itself as a source of data
• C) need to decide which one they will focus on
• D) need to refrain from making comments about the interviewees

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Definitions:

Goodwill

An intangible asset representing the value of a company's brand reputation, customer relationships, and overall favorability in the market.

Promotion Runs

A limited period during which a marketing campaign is active, offering special deals or discounts to boost sales or awareness.

Point of Difference

Unique attributes or benefits of a product or service that set it apart from competitors in the eyes of customers.

Sincerity

The quality of being open, truthful, and free from deceit or pretense.