Applied Qualitative Interviewing Methods: Online - (1 day)

If you have felt that you could do a better job collecting qualitative data but don't know how, this hands-on advanced qualitative interviewing workshop is for you. In one day, you will learn how to acquire high-quality, multi-dimensional data that can meaningfully impact evidence-informed decisions.


  • 9.30 – 11.00 am – Module 1: How to use ethics and consent forms to access quality data
  • 11.20am  – 12.30pm - Module 2: How to identify not so great questions
  • 1.15 pm – 2.15 pm - Module 3: How to elicit deep data
  • 2.30pm – 3.45pm - Module 4: How to probe without leading
  • 4.00 pm - 4.45pm - Module 5: How to ask good demographic questions for unexpected data.


This course is being held online via Zoom and run on Australian Eastern Standard Time (GMT +10)

Workshop - runs over 1 days

Catheryn Khoo is Professor of Tourism at Torrens University, Australia; and the Editor-in-Chief of Tourism Management Perspectives (an SSCI international journal ranked A in the Australia Business Deans Council and recognised as reputable in the American and European journal ranking list). She is also a Consultant to the United Nations World Tourism Organization (UNWTO), the founder of Women Academics in Tourism, Special Advisor to World Women Tourism, and sits on the Advisory Board of the International Tourism and Investment Conference. Catheryn co-edited Asian Qualitative Research in Tourism, and has published over 60 refereed articles and 5 other books. She operationalised qualitative research in all her consulting work, including reports for the Australia’s Queensland Tourism Industry Council Digital Workforce Plan; the UNWTO 2022 Regional Report on Women in Tourism in Asia and the Pacific; and the UNWTO 2019 Global Report on Women in Tourism. Other areas where she has used qualitative research meaningfully was when designing a digital competency training for female entrepreneurs in Ecuador and Mexico; and when developing tourism strategies for regional councils and hotel properties. Catheryn believes that industry implementations and corporate training programmes need to be designed based on good research, and that findings from rigorous academic research need be disseminated for the better good.

About this course: 

This is a one-day immersive workshop. You will have the opportunity to reflect on the data you have collected and will collect, revise the way you frame your questions, redesign your interview protocol, and practise interview behaviours through role-played mock interviews.


By the end of this workshop, you will be able to critically review any interview protocol and elicit deep, meaningful data from your participants.


The workshop is relevant to research and policy officers in government or the private sector, Higher Degree Research students who want to collect deep, meaningful data. This workshop is particularly helpful even for experienced researchers who want to update and improve their interviewing skills in an ever-evolving research environment.


Course syllabus: 

Module 1: How to use ethics and consent forms to access quality data

We explore how to design and activate consent forms not only to satisfy ethics requirements , but to build rapport, to establish trustworthiness, and to uncover high quality data


Module 2: Identifying not-so-great questions

Most often than not, researcher bias means there is a high tendency for interview questions to be leading. This module in a hands-on session, and aims to sensitise participants to seemingly innocuous questions that are problematic so that they can begin to rephrase them for a more powerful understanding of the issues they’re investigating.


Module 3: How to elicit deep data

Using 6 types of interview questions and multiple forms of elicitation techniques including respondents’ images and sensory tools, participants will be deep-diving into uncomfortable boundaries yet ethical for accessing meaningful data. Participants will engage with reflexivity as a tool for enriching their collected data.


Module 4: How to probe without leading

When qualitative researchers question like journalists, this may lead to response bias. In this module, participants will learn to probe differently, and will see how they can obtain a whole different set of data than they one they’ve previously collected.


Module 5: How to ask good demographic questions for unexpected data

Close-ended demographic questions when framed well, can be a powerful tool for accessing deep-seated data. In this immersion session, participants will learn how to maximise data from their ‘boring’ demographic questions.

Course format: 

This workshop will take place online.


In a new-normal pandemic world, it is expected that many qualitative interviews will be conducted online so we will be discussing techniques to create rapport with virtual participants. Aligned with this, workshop participants are expected to turn on their webcams throughout the course so please ensure that you have strong internet connection to do so.


If available, please bring your copy of Participant’s Consent Forms and/or your interview protocol (set of questions).

Recommended Background: 

While it is not required, it is expected that participants have attended a basic qualitative interviewing course, and understood the ontology and epistemology of interpretivism.

Recommended Texts: 

Mura, P., & Khoo-Lattimore, C. (2018). Locating Asian research and selves in qualitative tourism research. In Asian Qualitative Research in Tourism (pp. 1-20). Springer, Singapore.


Will I learn to collect data through multiple qualitative methods?
Although we will not be covering other qualitative methods in this workshop, the focus on interviewing will enable you to collect better data when you do use other qualitative methods.  The goal of this workshop is to equip you with the ability to ethically elicit, probe, and access high quality data during your interviews, whether they are done face-to-face, online, through participant or non-participant observations, via textual or visual documentations.


Will I learn to analyse qualitative data?
No, this is a one-day course on eliciting deep, meaningful data. To learn how to analyse data, please refer to the course, Foundations of Qualitative Methodologies, Data Collection and Analysis.

Participant feedback: 

The group work really brought the content to life.


Changed my focus. I will be altering my survey material.


Online experience was fantastic. It is in a different format, but break-out rooms, interactions with other participants, flexibility of presenter to discuss things that are important to participants is what made this 1-dayer engaging and energizing


Catheryn was very engaging so it allowed a level of interaction close to face to face. It also allowed me to attend from outside Australia.


This course worked well online. I think the one day nature of it ensured it wasn't too draining. The "extra stuff" such as music, timers etc worked really nicely. Online delivery also made it easier for me to attend.