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The session explores the ways in which interviews can be effective tools for social research
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Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 11
Qualitative Research: Qualitative Research: InterviewingInterviewing
Interview proceduresInterview procedures
Types of interviewTypes of interview
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 22
Interviewing: DefinitionInterviewing: Definition
Interviewing is a meeting of two persons to Interviewing is a meeting of two persons to exchange information and ideas through exchange information and ideas through questions and responses, resulting in questions and responses, resulting in communication and joint construction of communication and joint construction of meaning about a particular topic.meaning about a particular topic.
Janesick (2004): 72Janesick (2004): 72
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 33
Interviewing: preliminary thoughtsInterviewing: preliminary thoughts
Material gathered through interviews is one of the most common Material gathered through interviews is one of the most common methods in field researchmethods in field research
Often used as a primary method or a way of further focussing Often used as a primary method or a way of further focussing participant-observationparticipant-observation
Interviews allow material to be accessed from social situations Interviews allow material to be accessed from social situations where the researcher was not/cannot be presentwhere the researcher was not/cannot be present
Key participants are individuals who appear to have a wide Key participants are individuals who appear to have a wide knowledge of the social situation you are interested inknowledge of the social situation you are interested in
Sometimes they are individuals who stand at the of the ‘culture’ you Sometimes they are individuals who stand at the of the ‘culture’ you are investigatingare investigating
Useful in establishing the most important research questionsUseful in establishing the most important research questions May enable access to other situations, people or organisationsMay enable access to other situations, people or organisations Dangers: Do interviews offer a biased view? Do interivewees have Dangers: Do interviews offer a biased view? Do interivewees have
their own agenda?their own agenda? Ethical issues: Are interviews exploiting these individuals?Ethical issues: Are interviews exploiting these individuals?
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 44
Interviewing: procedures (1)Interviewing: procedures (1)
Establishing relationshipsEstablishing relationships The key is ensuring the person you are The key is ensuring the person you are
interviewing is at ease. How do you do that?interviewing is at ease. How do you do that?• Tell them what you are doing and whyTell them what you are doing and why• Ask for permission to use a tape recorder/take Ask for permission to use a tape recorder/take
notesnotes• Ensure confidentiality …Ensure confidentiality …• Be sensitive to body language and tone of voiceBe sensitive to body language and tone of voice• Ask non-threatening questions firstAsk non-threatening questions first
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 55
Interviewing: procedures (2)Interviewing: procedures (2)
Use a schedule which specifies the topics Use a schedule which specifies the topics or themes to be coveredor themes to be covered For structured interviews this lists the For structured interviews this lists the
questions to be askedquestions to be asked For unstructured interviews it reminds you For unstructured interviews it reminds you
which topics/issues to cover (these might not which topics/issues to cover (these might not occur in the same order in the interview).occur in the same order in the interview).
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 66
Types of interviewTypes of interview
Interviews range from:Interviews range from: StructuredStructured Semi-structuredSemi-structured unstructuredunstructured (directed)(directed) (non-directed)(non-directed)
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 77
Structured InterviewsStructured Interviews
Structured Interviews have explicit Structured Interviews have explicit research goalsresearch goals
Are similar to a verbal approximation of a Are similar to a verbal approximation of a survey questionnairesurvey questionnaire
Allow for easy comparison between Allow for easy comparison between participantsparticipants
Responses are shaped by the researcherResponses are shaped by the researcher
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 88
Unstructured InterviewsUnstructured Interviews
Unstructured Interviews have an implicit research Unstructured Interviews have an implicit research agendaagenda
Are similar to ‘steered conversations’ or ‘conversations Are similar to ‘steered conversations’ or ‘conversations with a purpose’with a purpose’
Questions emerge typically from the conversationQuestions emerge typically from the conversation Skill is in finding the most appropriate time to ask Skill is in finding the most appropriate time to ask
questionsquestions
Choosing which type of interview to use depends on the Choosing which type of interview to use depends on the nature of the research and who you are interviewing.nature of the research and who you are interviewing.
Interviews can move from being structured at the Interviews can move from being structured at the beginning to more unstructured at the endbeginning to more unstructured at the end
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 99
Interview TaskInterview Task
Find someone you know to interview. The Find someone you know to interview. The interview should last approximately 15 interview should last approximately 15 minutes.minutes.
What are your beliefs about friendship?What are your beliefs about friendship?
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 1010
Types of Interview Questions (1)Types of Interview Questions (1)
Degree of focusDegree of focus ‘‘grand-tour questions:grand-tour questions:
• Could you show me around the building?’Could you show me around the building?’• ‘‘What are the general purposes of this room?’What are the general purposes of this room?’
These enable a broad picture to be obtainedThese enable a broad picture to be obtained Specific questions:Specific questions:
• ‘‘Please tell me more about …’Please tell me more about …’ These help to find out more specific These help to find out more specific
informationinformation
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 1111
Types of Interview Questions (2)Types of Interview Questions (2)
Degree of open-endednessDegree of open-endedness Open-endedOpen-ended
• ‘‘How do you feel about …’How do you feel about …’ Used to discover participant’s perception of the Used to discover participant’s perception of the
situation. Allows participants to interpret questions situation. Allows participants to interpret questions their own way. Allows new questions to be generated.their own way. Allows new questions to be generated.
Closed questionsClosed questions• ‘‘Do you agree with the idea that …’Do you agree with the idea that …’
Restricts participant’s response. Useful to confirm Restricts participant’s response. Useful to confirm findingsfindings
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 1212
Types of Interview Questions (3)Types of Interview Questions (3)
Types of informationTypes of information DescriptiveDescriptive
• Could you tell me what happened that evening?Could you tell me what happened that evening? StructuredStructured
• ‘‘What factors do you think are involved in …?’What factors do you think are involved in …?’ ContrastContrast
• ‘‘In what way has the course improved since last year?’In what way has the course improved since last year?’ ClarificationClarification
• ‘‘You talk about how objects represent people. Can you You talk about how objects represent people. Can you clarify for me what you mean?’clarify for me what you mean?’
Follow-upFollow-up• ‘‘You mentioned organising space in the gallery. Can you tell You mentioned organising space in the gallery. Can you tell
me how you organise the display space?’me how you organise the display space?’
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 1313
Understanding interview materialUnderstanding interview material
Knowledge is gained from the interviewee’s viewpointKnowledge is gained from the interviewee’s viewpoint Research material is gathered from the interaction Research material is gathered from the interaction
between the interviewee and the researcherbetween the interviewee and the researcher The primary goal is to understand and interpret these The primary goal is to understand and interpret these
materials in terms of the context in which they were materials in terms of the context in which they were produced:produced:
Was the interview pre-arranged?Was the interview pre-arranged? Was the interviewee at ease?Was the interviewee at ease? What type of questions were asked?What type of questions were asked? When and how were they asked?When and how were they asked?
We will do more work on what to do with material collected from We will do more work on what to do with material collected from interviews in a later sessioninterviews in a later session
Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 1414
Next sessionNext session
Reading for 19Reading for 19thth November November
• Van Maanen, J. (1988). Van Maanen, J. (1988). Tales of the Field, On Tales of the Field, On Writing EthnographyWriting Ethnography. London, University of . London, University of Chicago Press. Ch. 5Chicago Press. Ch. 5
• Clifford, J. (1986). On Ethnographic Allegory. Clifford, J. (1986). On Ethnographic Allegory. Writing Culture: The Poetics and Politics of Writing Writing Culture: The Poetics and Politics of Writing CultureCulture. J. Clifford and G. E. Marcus. London, . J. Clifford and G. E. Marcus. London, University of California Press.University of California Press.
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