Download - Semi Structured and in depth interviews
SEMI STRUCTURED AND IN DEPTH INTERVIEWSZeeshan A. Bhatti
Research interview is a general term for many types of interviews Nature of any interview should be
consistent with your research questions and objectives
Types of Interviews Structured / Standardized Interviews
Highly formalized Based on pre-determined or identical set of questions You read out each question and record the response Preferably in the same tone of voice
Semi-Structured/ Non standardized Interviews Researcher has a list of themes and questions to be covered –
although they may vary from interview to interview You can omit some questions, given the specific organizational
settings Order of questions may change New questions may be added
Unstructured Interviews Informal – used to explore in depth a
general area in which you are interested No pre-determined list of questions –
although you need to have a clear idea about what you want to explore
Also called Informant Interview, since it is interviewees perceptions that guide the conduct of interview
Interview Types based of Interaction
One to One Face to Face Telephone Interviews
One to Many Focus group Interviews
Situations favoring Research Interviews
The nature of the approach to research If you are undertaking an exploratory study,
it is likely you will use qualitative research Interviews
Similarly, an explanatory study may also requires where you want to establish causality b/w variables
Provides an opportunity of “probe” answers – which leads you to explore areas previously not considered
The significance of establishing personal contact Managers are more likely to agree to be
interviews rather than complete a questionnaire – specially where the topic is interesting or relevant to their work
They may be reluctant to fill in questionnaire, because: Not provide sensitive information to someone
they have never met They find it a waste of time
The nature of questions A favorable approach where
There are a large number of questions to be answered
Where the questions are either complex of open-ended
Where the order and logic of questioning needs to be varied
Data Quality Issues in Interviews1. Reliability
Lack of standardization
2. Forms of Bias: There are different types of bias
Interviewer Bias Comments, tone of non-verbal behavior of
interviewer An attempt to impose your own beliefs through
the questions Unable to develop trust of the interviewee – or
you are seen to be lacking credibility – then the value of information given may also not be valid and reliable
Interviewee/ Response Bias Perceptions of interviewee about the interviewer They may take part in the interview BUT may choose not
reveal and discuss an aspect of the topic Therefore, the outcome of just a ‘partial’ picture of the
situation
Bias due to the nature of individuals The time-consuming requirements of interview process
may result in the reduction in willingness to take part in interviews
This may bias your sample from whom data are collected
3. Validity & Generalizability Validity refers to: Is the researcher able
to infer the exact meaning that the participant intended from the language that he/she used?
Generalizations cannot be made about entire populations since the interviews are based on small and unrepresentative number of cases
Overcoming Data Quality Issues Overcoming Reliability
1. Non-standardized research methods such as Interviews are not intended to be repeatable – since they reflect reality at the time they were collected in a situation which is subject to change
2. Therefore, an attempt to ensure their replication with other researchers is unrealistic
Overcoming Interviewers and Interviewee Bias1. Preparation
You need to be knowledgeable about the organizational or situational context
Do a prior search (journals/organizational reports etc.)
This will help you in demonstrate your credibility
A further benefit is that the researcher can accurately assess some of the information given by the respondent
2. Level of information supplied to the interviewee
Credibility can also be promoted by supplying the interviewee with a list of themes before the interview
This should also promote validity and reliability – as the interviewee might arrange additional documentation or files needed
Additional documentation also allows triangulation of data provided
They might provide researchers with photocopies of necessary material needed
3. Appearance of researcher Inappropriate dressing might affect your credibility
and to gain confidence of the interviewee Robson (2002) advises to adopt a similar type of
dress to those to be interviewed
4. Nature of the opening comments The first few minutes of conversation can have a
significant impact The interview is likely to be held in a setting
unfamiliar to you, but its is YOU who has to shape the conversation
The interviewee may have some uncertainties about sharing information – provide clarity
They may have curiosity of why they were selected as respondents
The answer of such questions establish friendly and comfortable environment
Healey & Rawlinson (1994) argue that an assurance of anonymity and confidentiality of information make interviewees feel relaxed
5. Approach to questioning Your questions need to be phrased clearly – understandable
Ask questions in neutral tone of voice
Use of open questions avoids bias
Questions should not indicate your own bias
Questions must avoid too many theoretical concepts; jargons; and specific terminologies
Sensitive questions must be left for the end since a trust can be built during the interview process
6. Nature and impact of Interviewer’s behavior Comments or non-verbal behavior, such as gestures
which indicate a bias should be avoided
A neutral response should be projected
You should slightly incline towards the interviewee which is a signal of your attentiveness
Avoiding any expression of anxiety, disbelief or boredom
7. Demonstration of attentive listening skills You must provide interviewee with reasonable time to
develop responses and avoid projecting your own ideas
8. Scope to test understanding Your may test your understanding by summarizing an
explanation provided by the interviewee
9. Approach to recording data A full record of interview must be compiled asap. If not done – the exact nature of responses might be lost You may mix up data from different interviews
10. Cultural differences and bias Misinterpretation of responses Gestures
The researcher’s interviewing competence
Questioning & Recording Information Even in an unstructured interview, allowing
the interviewee to speak freely is unlikely to lead to a clear focus
It is therefore necessary to devise relevant interview themes
Recording Interviews Always get permission of recording interviews
Where it can have an adverse effect, do not use recorders
Take notes even while recording
Sometimes, control to be given to interviewee so he/she can stop the recording for sensitive questions
Self Study Telephonic Interviews Group Interviews