If you’ve been following along on AAPORnet, Margaret Roller should be a familiar name. Champion of qualitative methods, she and Paul Lavrakas literally wrote the book on
Applied Qualitative Research Design before starting the qualitative-focused affinity group within AAPOR,
QUALPOR. A long-time member of AAPOR, Margaret’s company,
Roller Research, is starting its fifth decade this year, and she also shares her knowledge on her blog,
Research Design Review. I interviewed Margaret in December to discuss her career and expertise and why qualitative work is so important in our field.