Qualitative Research with Older Adults

Qualitative research with older adults is not particularly different from projects with the general population, but lack of sensitivity to the unique lifestyle issues in later life may result in limited or misrepresentative insights about the "gray market." Judith has been a student of the issues of later life since her graduate education at the Scripps Foundation Gerontology Center under Dr. Robert Atchley and Dr. Mildred Seltzer, pioneers in the field. As research associate on a longitudinal study of retirement adjustment, she was responsible for questionnaire design, management of the data set, and multivariate analysis of results. Her investigations into retirement adjustment lend insight into the concerns of older adults and sensitivity to both the positive and negative impact of the senior years.

Some of the topics that Judith has addressed with older consumers include:

• Assessment of the understanding of medical insurance claims procedures.
• Exploration of attitudes towards health care professionals and patient compliance in the use of prescription medication.
• Evaluation of advertising targeted to high-investment older adults.
• Investigation of travel habits and impact of mileage accumulation programs.
• Examination of usage of in-home health care products and reactions to product/package improvements.
• Exploration of bereavement and memorialization.