Dr. Nancy Hodges
Professor of Consumer, Apparel, and Retail Studies
Inter-views: An introduction to qualitative research interviewing (original edition, 1996)
by Steinar Kvale
Back in the mid 1990s when I was a graduate student this book was one of the first that I read that clearly explained not just how to conduct qualitative research, but how it is fundamentally different from the quantative norm. Kvale thoroughly and thoughtfully explains the philosophical and methodological foundations of qualitative research and does so in a way that even the layperson can understand (plus he is Norwegian--a nod to my own family heritage). A second edition of Inter-views has since become available, but I'm going old school here and selecting the original, 1996 edition.