A comparison of two alternative interviewing techniques used within an integrated research design: a case study in outshopping using semi‐structured and non‐directed interviewing techniques

Notes that many authors have supported the value of integrating qualitative and quantitative approaches within a research design to address research questions that aim both to develop or extend theory and test its application. Presents research which explores two alternative approaches to conducting qualitative interviews within an integrated research method. Aims to determine how those different approaches can enhance the design of the quantitative component of the research, and contribute to the interpretation of the quantitative data. Concludes that the findings indicate the importance of adopting both qualitative interview techniques within this combined approach, while completing a comprehensive review of the literature. Suggests that this will develop a theoretical framework and quantitative design, and assist in the interpretation of the quantitative data. The qualitative components of two outshopping studies, each study having a combined qualitative/quantitative research design, were selected to illustrate the nature of the data produced through each qualitative interviewing technique and the contribution of the data to the interpretation of the quantitative findings.