Qualitative Target Audience Formative Research for Health and Development Communication: Soul City Fieldworker Training Manual 1 - Qualitative Interviewing

This manual was developed to support skills training in qualitative interviewing, aiming to teach individuals and organisations to conduct qualitative formative audience research in support of health and development communication and the production of edutainment programmes.

The goal is to teach fieldworkers how to obtain information from a given target audience, and to use this information to develop messages and material that can help people make healthier choices and live healthier lives.

This manual is useful to an experienced qualitative researcher or trainer facilitor fieldworker training. It can, however, also be used alone to orientate experienced qualitative research fieldworkers.

This manual deals with the following issues:

• Health and development communication - an overview
• Formative audience research
• Qualitative formative audience research
• Qualitative interviews
• Ethics in qualitative research
• The basic qualitative interview (free attitude interview)
• Qualitative depth interviews
• Focus group interviews
• Qualitative sampling and recruitment
• Qualitative interviewing for message development audience research
• qualitative interviewing for pre-testing
• Transcribing and translating data

Please write to Soul City Institute for Health and Development Communications to request a copy of the publication (see below).