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Information Systems Research Methods. Survey and Interview Techniques. Survey Methodologies. Personal Interviews Group Interviews Phone Interviews Mail-out Questionnaires Hand-out Questionnaires Clip-and-Mail Questionnaires Survey of Secondary Data . Survey Methodologies Reasoning. - PowerPoint PPT Presentation
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04/22/23 1
Survey and Interview Techniques
Information Systems Research Methods
04/22/23 2
Survey Methodologies
Personal Interviews Group Interviews Phone Interviews Mail-out Questionnaires Hand-out Questionnaires Clip-and-Mail Questionnaires Survey of Secondary Data
04/22/23 3
Survey Methodologies ReasoningThe goal of our research is to describe or
relate the behavior, opinions, impressions, knowledge, etc. of people in situations.
If we cannot directly observe them, their behavior, etc., we must rely on their own (“subjective”) observations of themselves.
Individuals and their actions and opinions are unique, however. No single self-observation can be generalised to everyone.
04/22/23 4
Survey Methodologies Reasoning-2In order to describe the general situation, we
aggregate a series of measurements, observations or judgments about individual (“subjective” impressions of) events.
The “objective” description is the average of all these “subjective” descriptions.
We assume all biases “average out” and compensate for individual differences.
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Survey Methodologies BackgroundThe strength of a survey is its generalizability. Since
it samples stimuli from the REAL world to be applied in the REAL world, it stands a good chance of having REAL world responses. Issues are these:
Validity: Do the stimuli create the desired responses?Reliability: Are the responses generated in a
dependable way?
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Survey Methodologies General Method
Select RespondentSample
(Sampling #1)
Create StimulusSample
(Sampling #2)
Motivate RespondentParticipation(Sampling #3)
Select ResponseSample
(Sampling #4)
Induce ResponsesFrom Respondent
To Stimulus*
*Uncontrolled sampling
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Strengths...and…Weaknesses
+ Friendly, familiar, cheap
+ Relatively quick+ Useful if survey
questions are clear+ Ideal for Descriptive
research+ Uses common skills
- Hard to control- Samples are often very
large- Has hidden flaws that
can be easily ignored- Cannot easily be used
to draw causal inferences
- Retrospective
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A(1). Personal InterviewsA(1). Personal Interviews Researcher or team member schedules a
meeting with a respondent (subject, participant)
The respondent is asked questions The respondent replies with answers
(responses) Responses are recorded, then later coded
and transcribed if necessary
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What is an Interview?
@*#?
An interview is a structured conversation between an active agent and a respondent; both are trying to find out what the other thinks, feels, knows, suspects, fears, desires, or respects.
Often the result is quite remarkable! !
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Interviewing: General Interviewers must be trained Watch out for observer effects
Rapport, empathy VERY important Easy to do VERY badly Each hour “costs” about 3 to 4 hours labor Recording is a problem Useful in uncovering in depth
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Interviewing: The Four Samples Respondents: Whom you approach for interview
access [sampling frame, permissions]Stimuli [“Schedule”]: Questions you intend to ask
(or sample from)Participation: Times and venues at convenience of
all partiesResponses: What you chose to hear and record
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Interviewing Procedure• Develop questions pertinent to theory• Create Interview “Schedule”• Pretest Questions on Schedule
• Develop a sampling frame• Sample potential interviewees• Schedule interviews (2 - 4 per day)
• Perform interviews• Write up data• Code/Store/Secure data`
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Interviewing Issues
Structure of Interview (Typology, constr’n)Flow of InterviewChoice of language and level, jargonDegree of intervention with intervieweeQuestions and open vs. closed questionsUsing tape recordersNon-verbal cues, dress, style, accentPower relationships
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Degree of Structuring
• Structured: Interviewer is a mechanical questioner, available to clear up ambiguity
• Semi-structured: Interviewer has fixed list but can deviate to follow tangents and get clarification, elaboration
• Unstructured: No preset questions, just follows subject’s ideas
04/22/23 15
Interview Flow Structures
FUNNEL
FAN
TIME
Specific
General
FLIP-
FLOP
Content experts Managers Generalists
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Language, Level, Jargon
• Your language can tell a lot about you, the research, the answers!
• The criterion is understanding• Select appropriate levels of language for
your subjects• Avoid your own jargon unless interviewing
your own kind of person
04/22/23 17
Open vs. Closed QuestionsOpen: Answers aren’t predetermined, researcher
has no control over answer other than by question“What was your first impression of the interpersonal
skills of your new CIO?”
Closed: Only a limited (usually small) number of possible responses“Which of the following 3 statements best describes
your impression of your new CIO’s interpersonal skills?”
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Questions:Open Closed
Allows subject to answer in his/her own terms
Makes for more “friendly” interview
May be hard to codeSubject might not know
how to answerUseful for probing
Makes sure subject answers in researcher’s terms
Makes for more systematic interview
Easy to record/codeSubject may answer
incorrectlyMight miss important
responses
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Intervention
• “Intervention” is a general term implying what you will do for (or with or to) the respondent
• In action research, you are going to make a change in the respondent’s environment
• In other kinds of research you may appear as a change agent or blocker.
• Watch out for “halo effects” wrt technology or development outcomes.
04/22/23 20
Role of Non-Verbals
Non-verbals “modify” your speech and tell subject “who” and “what” you are
Includes these characteristics:Dress Posture ProxemicsAccent Paralanguage EncouragersTone of Voice Sexism/racism Time Mgmt.Mannerisms Facial expression GazeBody Odor Gender Body image
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Tape RecordersPros Cons
Can theoretically record all responses
Frees interviewer to concentrate on managing the process
Provides a record of what was actually said
Can be used to check your impressions
Sometimes fails or is cumbersome to use
Interviewer might forget to probe or pursue thinking “it’s on tape”
May be intrusive and actually shape responses
May inhibit immediate response formation and hence bias the research.
04/22/23 22
Degree of Structuring
• Structured: Interviewer is a mechanical questioner, available to clear up ambiguity
• Semi-structured: Interviewer has fixed list but can deviate to follow tangents and get clarification, elaboration
• Unstructured: No preset questions, just follows subject’s ideas
04/22/23 23
Interviewing Example
175 handicapped people were interviewed concerning their use of the Internet. Their names were obtained from various societies of the disabled. Questions pertained to when, how, why they used the Internet and what they found difficult to use. Some problems occurred in interviewing deaf people and severely disabled persons. Each interview took about 1.5 hours.
04/22/23 24
Interviewing Diagnostic-1
Street traders are to be interviewed about their impressions of the value of computers in their work. A team of students, in business dress, shows up in Detroit at 17h00 and ask complex questions about hardware and software. What problems should have been anticipated?
04/22/23 25
Interviewing Diagnostic-2
A team of 4 interviewers is trained from the OU basketball team to conduct 100 interviews at a local girls’ prep school concerning students’ need for computer training. One week is allowed for data collection. Interviewers show up in uniform and ask 25 open-ended questions about training needs. What problems might occur?
04/22/23 26
Interviewing Diagnostic-3
You are interviewing managing directors on their views about IT and company strategy. For one interview you show up in sandals and shorts, tardy by half an hour, late on a Friday afternoon. Most of your 18 closed questions concern technology. Do you expect any problems with the data collection?
04/22/23 27
A2. Group InterviewsA2. Group Interviews As with personal interviews, but the
interviewer speaks with a group brought together at the same time
Person who runs meeting is called a “facilitator”.
Meetings may run for an hour or for hours There might be others there: observers or
recorders; it might be video or audio taped
04/22/23 28
Group Interviews: General
Useful, lowers cost Hard to get groups together Facilitation skills are not easy to acquire May help simulate real work environment Beware domination, kidnapping, S&M Locale, interruptions List of attendees is critical
04/22/23 29
Group Interview Benefits
Multistreaming, parallelism
Synergy, group interaction
Simulation of an alm
os t rea l or nor m
a l s itua tion
04/22/23 30
Group Interview ExampleFive groups each of managers,
professionals, and secretaries of five to sixteen people were interviewed in a conference room concerning their perceptions of their role and participation in computerization and how this affected their subsequent use. A facilitator, a recorder, and an observer were present. A video tape recorder was used. The meetings lasted from 2 to 3 hours. Some of the groups were lively, others not. Most corroborated one another’s experiences.
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A3. Phone InterviewsA3. Phone Interviews• Like personal interviews but…• Much shorter (10-30 minutes MAX)• Level of trust is quite low• Nonverbals are minimized, potential
problem with control, empathy• Cuts down on travel time• Questions must be VERY succinct & clear
04/22/23 32
Phone Interview ExampleA team of student interviewers called 88 CIOs
and conducted twenty-minute interviews on their role in corporate strategy. Each had been mailed a copy of the questions in advance. The interviews had been scheduled with their secretaries. Ten CIOs could not keep their appointments and two were interrupted during the interviews. The interviews were supplemented with biographical data obtained from the secretaries.