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Our aim in this chapter is to make the case that\ninterviewing has been too easy, too obvious, too\nlittle studied, and too open to providing a convenient\nlaunch pad for poor research. We will argue\nthat interview research will be made better if it\nfaces up to a series of eight challenges that arise in\nthe design, conduct, analysis, and reporting of\nqualitative interviews. Some research studies\nalready face up to some of these challenges; few\nstudies face up to all of them. We will make our\ncase strongly and bluntly with the aim of provoking\ndebate where not enough has taken place.\nThese challenges are overlapping, but we have\nseparated them in the way we have for clarity. It is\nimportant to emphasize that our aim is not to\ncriticize interviews but to make them better.
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