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Slide 1.1
Collecting primary data using semi-structured, in-depth and group interviews
Slide 1.2
Research interviews
Definition
‘An interview is a purposeful discussion between two or more people’
Kahn and Cannell (1957)
Types of interview used in research
1. Semi-structured 3. Structured2. In-depth 4. Group
Saunders et al. (2009)
Slide 1.3
Research purpose and strategy (2)
Uses of different types of interview in each of the main research categories
Saunders et al. (2009)
Table 10.1 Uses of different types of interview in each of the main research categories
Slide 1.4
Research purpose and strategy (1)Forms of interview
After Saunders et al. (2009)Figure 10.1 Forms of interview
Structured Semi / Un Structured
Slide 1.5
Semi-structured / Unstructured (qualitative) InterviewsKey aspects
Understanding MeaningExploratory Study: what is happening?Explanatory Study: why?
Managers more likely to agree to an interview
Complex / open ended questions
Time required and completeness of process
Slide 1.6
Data quality: Issues to consider Reliability (standardisation)
Does it need to be repeatable?
Bias interviewer & interviewee
Validity and generalisability Strong claim of validity Weak claim of generalisability
Slide 1.7
The importance of preparation – the 5 Ps
‘prior planning prevents poor performance’
Slide 1.8
Interview preparation (1)
Interviewer’s level of knowledgeTopic / ContentContext (e.g. Articles written about / by organisation)
Level of information supplied to intervieweesThemesTriangulation to literature / corporate sources
Creating an interview guideQuestions & Probing
Appropriateness of location
Slide 1.9
Interview preparation (2)
Researcher’s appearance – dress code
Shaping the interview - opening comments Purpose / Credibility / Confidentiality /
Friendliness / Rapport
Approach to questioning – clarity and reducing bias
Place answers in a ‘real life’ experience
Sensitive questions at the end
Slide 1.10
Interview preparation (3)
Appropriate interviewer behaviour- verbal and non-verbalNeutral / open posture / tone of voice
Attentive listening skills and testing understandingSummarising their comments
Approaches to data recording - notes and tape-recording
Cultural differences and bias
Slide 1.11
Interviewing competence
Opening the interview
Appropriate language
Questioning
Listening
Testing / summarising
Recognising and dealing with difficult participants
Recording data
Slide 1.12
Approaches to Questioning: OPEN questions‘What’, ‘How’, ‘Why’
Why did the organisation introduce its marketing strategy?
What methods have been used to make employees motivated?
How has the corporate strategy changed over the past 5 years?
Slide 1.13
Explore further, PROBE
How would you evaluate the success of your marketing strategy?
What external factors caused the corporate strategy to change?
Approaches to Questioning: PROBING questions
Slide 1.14
Specific information
How many people responded to the customer survey?
What level of profit did you make?
Approaches to Questioning: CLOSED questions
Slide 1.15
Interviewing competence (2)
Advantages and disadvantages of audio-recording interviews
Saunders et al. (2009)
Table 10.3 Advantages and disadvantages of audio-recording the interview
Slide 1.16 Interviewing competence: Dealing with difficult participants
One word answers
time / confidentiality / open questions?
Long answers / going off the point
subtle reference back to main point
Participant interviews you
stress you are interested in their opinions
Participant gets too emotional
give them time / explain question does not have to be answered
Slide 1.17
Interviewing competence (3)Managing resources – logistics and time
Interviewees expectations / managing the time in the interview / transcribing the interviews
Obtaining participants’ permission for interview records (written and taped)
Slide 1.18
Additional forms of interviews
Group interviews
Focus groups
Telephone interviews
Internet and intra-net mediated interviews
Slide 1.19
Interviewing competence (5)
Forms of electronic interviews
Saunders et al. (2009)
Figure 10.2 Forms of electronic interviews
Slide 1.20
Summary:
Use of non-standard (qualitative) interviews should generate rich and detailed data
Different types of interview are useful for different research purposes
Qualitative interviews are generally categorised as in-depth (structured) and semi-structured
Research design may incorporate more than one type of interview
Slide 1.21
Summary:
Using qualitative interviews is related to the research strategy and data collection questions
Establishing personal contact with subjects and the length of time required are significant factors
Data quality issues, interviewer competence and resource management are important considerations
Face-to-face (individual, group and focus group) and electronic interviews can all be advantageous
Slide 1.22
Analysing qualitative data
Slide 1.23
Qualitative analysis process
Summarising (condensation) of meanings
Categorising (grouping) of meanings
Structuring (ordering) of meanings using narrative
Saunders et al. (2009)
Slide 1.24
Deductive approachExisting Theory to formulate your research questions
This theory can be used to create a framework to help organise data analysis
Example; if we use Tuckman’s theory of team development then we can code the data against ‘Forming’, ‘Storming’ etc.
Slide 1.25
Deductive
Interview 1
Interview 2
Interview 7
Con
cept
A
Con
cept
B
Slide 1.26
Inductive ApproachCollect Data
Explore Data
Identify themes / patterns
Slide 1.27
Inductive ApproachMake clear what you already (think) you knowListen to the interviewTranscribe the interviewIdentify the general meaning of the interviewIdentify specific units of meaning (create clusters)Eliminate units of meaning not relevant to the studyIdentify themes from clusters of meaningWriting a summary of the interview
After: Hycner, R. (1985)Some guidelines for the phenomenological analysis of interview data. Human Studies 8: 279-303.
Slide 1.28
Categorising data
Points to consider
Deriving categories
‘Unitising’ data
Recognising relationships and developing categories
Developing testable propositions
Qualifying your qualitative data
Slide 1.29
Summary:
Qualitative data result from the collection of non-standardised data that require classification and are analysed through use of conceptualisation
Qualitative analysis can involve summarising, categorising and structuring data
The process of data analysis and collection are necessarily interactive
Slide 1.30
Summary:Aids to analysis include interim summaries, self-
memos and maintaining a researcher diary
Qualitative analysis procedures can be related to using either a deductive or inductive approach
Computer-assisted qualitative data analysis software (CAQDAS) can help with project management and data organisation
Slide 1.31
When will the detailed interview questions be prepared?Who will you ask these questions of? Who are your
subjects / interviewees? How many will you ask?Who will ask the questions?When will you ask the questions?\How will you handle the data (e.g. transcribe?)Who will analyse the data?How will they analyse the data?How will you report the findings?How will you know this in ‘new’ knowledge?Who will control progress?How will you control progress?