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How to Ask a Question

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How to ask a question


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A good question is… • • • • Easily understood No longer than it needs to be Takes account of what’s been said or done previously Thought-provoking 2


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Questions have two parts Subject: what are we talking about? What’s the syntax of a question? Query: what do you want to know about it?


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Subject and query are best separated Subject: what are we talking about? Let’s talk about ice cream


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Subject and query are best separated Query: what do you want to know about it? What’s your favourite flavour?


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Subject and query are best separated Let’s talk about ice cream What’s your favourite flavour?


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Subject shouldn’t be too long The next thing I’m going to ask you about is front doors, which is something that we’ll talk about now, and then later on in the interviews, but in the meantime I want to ask you about it initially. What colour’s yours?


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Subject shouldn’t be too long The next thing I’m going to ask you about is front doors, which is something that we’ll talk about now, and then later on in the interview, but in the meantime I want to ask you about it initially. So. What colour’s your front door?


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Avoid assumptions: establish relevance Let’s talk about ice cream What’s your favourite flavour?


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Avoid assumptions: establish relevance Let’s talk about ice cream Subject Do you like ice cream? Relevance What’s your favourite flavour? Query


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Avoid assumptions: establish relevance Subject Do you like ice cream? What’s your favourite flavour? Relevance Query


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Create question chains Let’s talk about going on holiday Have you been away this summer? Yes Where to? Lisbon


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Yes Where to? Lisbon What made you choose Lisbon? Why did you choose Lisbon? What drew you to Lisbon? How come Lisbon?


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Yes Where to? Lisbon What drew you to Lisbon? It was a great deal, and it’s a bit unusual


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Where to? Lisbon What drew you to Lisbon? It was a great deal, and it’s a bit unusual ‘Authentic’ ‘Fresh’ ‘Exclusive’ ‘Gritty’ ‘Accessible’ ‘My kind of place’


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Where to? Lisbon What drew you to Lisbon? It was a great deal, and it’s a bit unusual When you say ‘unusual’…?


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It was a great deal, and it’s unusual When you say ‘unusual’…? … I chose Lisbon because it’s predictable Earlier, you described it as ‘unusual’, but you’ve just said it’s ‘predictable’


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Let’s talk about going on holiday Subject Relevance Have you been away this summer? Where to? Query When you say ‘unusual’…? Earlier, you described it as ‘unusual’, but you’ve just said it’s ‘predictable’ Probe Challenge


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A good question • • • • • • Easily understood No longer than it needs to be Situated in a chain A reflection of what’s been said previously Draws on participant’s own language Thought-provoking


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What’s the perfect question?


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Question chains Different for every interviewee Showing, not asking Your own style Silence


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