You are aware that qualitative research holds risks of
moderator bias or leading a participant. Which of the
following is a good way to think of yourself to avoid
these risks?
Think of yourself like a detective questioning participants closely and
with scrutiny to make sure they are telling you the truth.
Think of yourself like a friendly professional counselor, giving them
time to form their words, staying neutral and non-judgmenta
Think of yourself as a product evangelist for your client, helping
participants see the best features and benefits.
Question 7