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The Art of Asking Questions

Learn the purpose of asking the right questions, discussion guide format, and qualitative research objectives. Understand group processes stages, discussion opening techniques, and effective interviewing methods for valuable insights. Discover the importance of body language in questioning.

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The Art of Asking Questions

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  1. The Art of Asking Questions

  2. Purpose • To clarify what “asking the right questions” means • To review discussion guide format and content

  3. Objective of Qualitative Research • Recall: The purpose of qualitative research is to generate insights, understanding about attitudes, interests, and opinions (AIOs) • Determines the subjective reality of the subjects

  4. The Stages of Group Processes • Forming • “Inclusion stage” • Storming • “Sizing up” stage • Norming • Commonalities discovered between group members

  5. The Stages of Group Processes • Performing • High energy stage of cooperation within group • Mourning • Wind-down stage

  6. Opening the Discussion (Forming) • The Welcome • The overview of the topic • The ground rules • The “ice breaker” first question

  7. The Art of Asking Questions The right questions are those that assess • What subjects did, experienced, noticed • How they reacted to their experiences, observations • What made them react the way they did

  8. The Art of Asking Questions • What props and costumes were used in the experience • What dialog occurred (who said what to whom), and • When each event occurred (chronology)

  9. The Art of Asking Questions • Questions should be open ended • Dichotomous questions should be avoided • “Why” questions should be avoided • Reframe the question to encourage spontaneity • Leading questions • Avoid “marketing speak”

  10. The Art of Asking Questions: Interviewing Techniques • Validate Different Opinions • Are there any other points of view? • The Pause • Listen for “hidden treasures” • The Probe • Would you explain further? • Is there anything else? • Please give me an example of what you mean? • Summarizing, restating

  11. Wind Down Comments/Questions • Summarize the main discussion points • “Is there anything you’d like to add that hasn’t been mentioned?” • “What one thought or idea would you like my client to take from this session?”

  12. The Art of Asking Questions: Body Language • Restrict head nodding or facial expressions that can be misinterpreted • Neutral affirmations are acceptable (“OK,” “Uh huh”) • But avoid approval-giving words (“Right,” “Good,” “Excellent”)

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