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C Diedericks
Tools to gather Data: Interviews
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Interview
Means of collecting data in Social ScienceResearch
Defined as :
A systematic conversation initiated forspecific purpose and focussed on certain
planned content areas.
However , it is not a simple conversation
between an investigator and an informant
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Interview is all about
Asking someone to respond tospecific questions relating to hisopinions or experiences , attitudes,
values, beliefs, future intentions orknowledge
Interview is done with the help of astructured schedule or an interview
guide.
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Objective of an interview
To gather data extensively & intensively
Exchange ideas & experiences
Elicit information pertaining to areadecided.
Interviewee could rehearse his past,define his present and canvass hisfuture possibilities
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Classification of Interviews Based on Formality:
Interviewer presents welldefined questions and
notes down the answersas per the prescribed rulesFormal
Interviewer has fullfreedom to make
alterations to questions tosuit the situationInformal
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Classification of Interviews Based on Number
Single individual is interviewedwhich helps to establish acontact with the interviewer
which can elicit detailedinformation
Personal
Interview
Group of individuals interviewedand could be used to gatherinformation about the same
from different perspectives andis used to save time and money
Group
Interview
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Classification of Interviews
Based on Purpose:
Used mainly in medicalresearch therefore has
little relevance toBusiness research
Diagnostic
interviews
Data gathering inintended to provide
information to facilitatethe research area.
Research
interviews
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Classification of Interviews Based on period of Contact
An example could be
filling up some shortschedules with aninformal discussion
ShortcontactInterview
A contact with theinterviewee need to beestablished as data isgathered over a longerperiod of time (e.g. clinicaltrials)
Prolongedcontact
Interview
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Classification of Interviews Based on subject matter:
QualitativeInterviews
Its aboutcomplexunquantifiablematter. E.g.case studies
Quantitativeinterviews
Numerical innature e.g.censusinterviews
MixedInterview
Contains dataof numeric &non numericnature
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Classification of Interviews
Based on Role
Non directiveinterviews
Free or unstructuredinterview, with nospecific control,engages theinterviewee to talkabout his experienceand feelings
FocussedInterview
In this interview aconcrete circumstanceis analysed beforehand .
This interview focus onpersonal reactions,emotional and
intellectual orientationtowards specific issues.
RepeatedInterview
This is conducted toreview the progressrelating to anyparticular situation orattitude development
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Classification of Interviews
Ideal when data gathering hasto be done over long distance
Economical method
TelephoneInterview
This is done in case studiesFace to face
interview
CAPI : computer aided personalinterviewing CATI: computer aided
telephonic interviewing
This is done in case studies
Intranet & Internetinterviews
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Classification of Interviews Based on structure:
Structured
Interview
Read out questions in an orderly fashion and recordresponses in a pre coded answer schedule
Mostly used to gather quantified information
SemistructuredInterview
An area of interest is explored in depth
The interviewee is given opportunity to talk free of events,experiences, beliefs in relation to the area the researcher isexploring
In DepthInterview
Used in qualitative research interviews The order of questions may vary with respect to the flow of
the conversation and could use audio equipment to recordinformation
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Guidelines for a good interview
Have thorough knowledge of the subjectmatter
Determine who has to be interviewed
Have a knowledge of the routine :time&place
Conduct a preliminary try out of interviewplan
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Guidelines for a good interview
Become familiar wit the variousinterviewing techniques & processes
Make a written report of the interviewASAP to avoid any omission
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Techniques of Interviews
Set up interview time
Introduction Letter
Establish rapport with the respondents
Allay the fear of the respondents
Be on brass tracks......bring back to track ifinterviewee goes out of the area
Ask questions to bring clarity of thought
Avoid controversial matters
Attain a proper exit
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Interviewing competence Opening the interview
Using Appropriate language
Questioning
Listening Testing & summarising understanding
Recognising and dealing with difficult participants
Recording data
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Type of Questions
Openquestions
ProbeQuestions
Closedquestions
Allows participantsto define &describe an event
Are used to exploreresponses that areof significance tothe research
Used to obtain
specific informationor confirm a fact oropinion
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Examples of questions :
Why did theorganisation
introduce itsmarketingstrategy?
What methodshave beenused to make
employee'sredundant?
How would youevaluate the
success of thisnew marketingstrategy?
Why wouldchoose acompulsory
method tomakeredundancies?
How manypeople
responded toyou recentmarket survey?
Would youagree thatredundancy
methodadopted wasappropriate?
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Type of questions:
Opinion
Record howrespondentsfeel aboutsomethingor what theythink or
believe istrue or false
Behaviour
Gather dataon whatpeople did inthe past, donow or willdo in future
Attribute
Used togatherinformationabout agegender,marital
status,occupation ,income etc.
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Interview Guide Interview guide is a written document giving and
outline of the different aspects to be studied
General Plan of the interview
Sequence of questions on the area is listed out
It gives direction to the interview
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Limitations
Emotionalism
Personal bias
Wishful listening
Uneconomical Omissions & mistakes in recording data
Unwillingness to answer question because of thehighly personal nature of questions
Inadequate response
Irrelevant response
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How to increase the validity ofinterview
Interviewer examines cause & effect ofaspects of the interview
Interview should cross examine data from
other sources Avoid perceptions & assumptions
Adopt a neutral stand to avoid influencing theinterviewees opinion.
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Increasing the effectiveness of theinterview
Explain objectives or goals of the project
Motivate the interviewer by adding value to thewhole exercise
Practice mock interviews to avoid any errors&fumbling with questioning
Develop the art of interviewing by learning skills &techniques .