Abstract:

This presentation discusses the way new developments in audio capture and editing technology can enhance the utility of qualitative research for the moderator and clients. Specifically, the presenters employed the Interclipper (R) software program to facilitate the once onerous task of editing audiotapes.Through this process, the client and moderator 'marked' verbatims that best express the key hypotheses of the research. In the study, telephone depth interviews (TDIs) were conducted with a respondent group of Golf Digest magazine subscribers.The technology-enhanced final report enabled the client to literally hear the 'voice of the reader', providing practical insight to both the editors and business management.