Final answer:
When conducting qualitative research, a company should remember that the interviewer must frame questions adaptively in response to respondents' answers. This approach focuses on gathering deep and nuanced insights rather than seeking a large, projectable sample size.
Step-by-step explanation:
When conducting qualitative research, a company should remember that it's not about the quantity but the quality of data gathered. Unlike quantitative research, where closed questions and statistical data prevail, qualitative research focuses on open-ended responses that provide deeper insight. Therefore, option E applies: The interviewer needs to frame questions in response to what the respondents say. The spontaneity and flexibility of the qualitative interview process allow for the gathering of richer and more nuanced information.
Companies should design interviews to be adaptive and responsive to the dialogue that unfolds. This approach contrasts sharply with the rigid and controlled structure typically associated with quantitative research, such as surveys and experiments, hinting at options A, B, and C, which are not characteristics of qualitative research. Moreover, the process isn't about achieving a projectable scientific sample, as suggested in option D, since the aim is to gain depth rather than breadth of understanding.
It is crucial for researchers to establish a comfortable environment that encourages honest and thorough responses, acknowledging that the data collected through interviews, observations, and open discussions is subjective and can be rich in detail. Therefore, in qualitative research, the skillful crafting of questions and active listening are paramount to understand the complexities of human behavior and responses.