Microsoft Word Bachelor-Thesis-bl-pi-klar docx

Interview Guide
 
An interview guide in a qualitative research can relate to a shorter list with different subjects 
that are meant to be covered during the interview. Compared to an interview schedule, which 
is used during a structured interview, an interview guide is much less specific. What is 
important is that the questioning is flexible and allows the respondent to elaborate their 
answers (Bryman & Bell, 2011). Before using the interview guide, it is important that 
questions have been compared to the research subject in order to test both the consistency of 
the questions and to make sure that the questions are accurate and correct. This to get as 
relevant information as possible for the study (Ghauri & Grønhaug, 2005).
The questions that were used in the interviews were based on the theoretical chapters where 
Kapferer and Laurent’s (1985) five facets, and price (Behe et al, 2015) together with other 
possible facets were discussed in relation to behavioral, cognitive and emotional brand 
loyalty.
The interview guide that was used during the interviews where based on chapter 
Operationalization 
(
4.5.2). 
The interview guide can be found in appendix two. 
Pre-test
 
It is considered wise before conducting interviews to do pre-tests of the interviews that are to 
come. This will give the researchers an indication of whether the questions will work, if the 
interviewees understand the questions, if the information gathered are relevant or if there are 
any other problems that might occur during the interviews (Bryman & Bell, 2011). It is hence 
important that one makes a plan for both how to present the information for the interviewees 
in the best possible manner as well as determining the time-frame for conducting the 
interviews. The researchers must also take the issue of social conventions into calculation 
when conducting the interviews. That is how to behave and present yourself so that you as 
researchers give a good impression. If possible, the researchers should go through the 
interview questions together with a tutor/supervisor before the pre-test in order to assure that 
everything will work (Ghauri & Grønhaug, 2005).

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The researchers made sure to check the questions with the tutor for this study in order to make 
sure that they were to be perceived correctly and that they would give the information wanted 
in regard to the operationalization and conceptual model. The feedback helped the researchers 
to improve the questions and once they were approved, the researchers started the pre-testing 
of the interviews. A total of three individuals were pre-interviewed, and as these interviews 
seemed to be working fine without any real problems, the researchers took the decision to do 
the real interviews.