Asking Why? (Chapter 4)

Here is an interesting video I just happened to come across. It would be excellent for Chapter 4 when discussing interview techniques and trying to uncover why people think or act as they do.

Discussion Questions:

  1. When interviewing individuals with the 5 W’s(who, what, when, where, why), why do the first four work okay but the “why” does not?
  2. Why is asking people “why” problematic?
  3. Why does asking people “why” put them in the mode of justification?
  4. What impact do emotions have on purchase behavior? Why is this important in interviewing and when interviewers ask “why?”
  5. Instead of asking “why” how do researchers get at peoples’ thoughts and emotions?
  6. When would an experienced interviewer ask why?
  7. Explain why the content of this information is important to the moderator in a focus group and to a researcher conducting a personal interview.

About Dr. Donald Baack

Co-author of textbook.
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