CONDUCTING IN-DEPTH INTERVIEWS ON SENSITIVE SUBJECT – RESEARCH EXAMPLE ON THE ETHICS OF PHARMACEUTICAL SALES REPRESENTATIVES’ WORK

Abstract

Showing the usage of in-depth interview in conducting social research on sensitive subject is a purpose of this article. Amongst the subjects of this type it is possible to point out: sex life, unlawful and unethical behaviours; hidden illnesses (e.g. HIV); addictions; violence; mobbing in the workplace; religious cults; sexual abuse of children; marital rape. Bringing up such issues is neither easy for the researcher, nor for the interviewee to whom he wants to talk.
Further steps of preparing and conducting the in-depth interview on sensitive subject are shown on the example of the author’s own research concerning the ethics at the work of medical sales representatives. Detailed problems appearing in the course of the implementation of the research and ways of dealing with them are discussed.
At the end of the article the short part of report from in-depth interviews is presented. The sub-chapter is about the methods of the manipulation used by medical sales representatives in a doctor’s office. This part of the article proves that thanks to the proper preparation and efforts – it is possible to reveal the matters which interviewees find difficult to talk about, for example such as topics associated with the law-breaking.