other types of interviews and focus groups. copyright © allyn & bacon 2010 advantages: reduced...

Other Types of Interviews and Focus Groups

Copyright © Allyn & Bacon 2010

Advantages:Reduced staff

requirementsWidespread

geographic areasEconomicalCan be recorded

Disadvantages:Subjects with no

telephoneUnlisted

numbersCaller IDLoss of visual

cues

Telephone Interviews


CATIBy phoneCan skip

transcriptionProvides an added

sense of anonymityLoss of visual cues

CAPIFace-to-face or

remoteResponses can be

recorded directly into computer

Type or use voice recognition software

Computer Assisted Interviewing

Web-Based Interviews


Synchronous EnvironmentsReal-time chat rooms, instant messenger

protocols, real-time threaded communications

Asynchronous EnvironmentsE-mail, message boards, privately hosted

bulleting posting areas

Berg says focus group interviews are…..“extremely dynamic interactions among and between group members that can stimulate discussion”


Focus Groups

What is a Focus Group?


Group discussionShould be manageable size

Facilitated by a moderator whoDraws out informationMonitors informal group discussionEncourages free speaking

Problems to Avoid


Running a focus group without reasonVague objectivesUsing too few groupsOver-reachingToo many individuals in each groupToo much or not enough moderator

influenceUnprofessional moderators

Advantages


Highly flexibleLarge amounts of information in short

amounts of timeBetter understanding of group

dynamicsComplex sampling strategies not

required

Disadvantages


Quality linked to facilitator skillLimited number of questionsDominant personalities can steer

group responseData difficult to generalize

The Moderator’s Guide


Systematic and procedural guideIntroduction and introductory activitiesBasic rules or guidelinesQuestion-and-answerSpecial activities or exercisesSensitive issues

Basic Focus Group Ingredients


Clearly defined objective and/or research problem

Nature of the groupEnvironment and

rapportAware listening

facilitator

Well-organized and prepared facilitator

Structure and direction

Research assistance

Systematic analysis

Should you use a Focus Group?


Will focus group data inform the research questions?

Will you obtain the best data for the time and money?

Is this the best technique for the population of interest?

Will focus groups enhance a project through triangulation?

Analyzing Focus Group Data


Step 1: TranscriptionTranscribe the entire interview verbatim

including all probes and any slangStep 2: Observer notes

Interactionary cues of the groupStep 3: Analyze discussion content

Identify trends and patterns

Analysis Tips


Avoid quantifying resultsProvide quotations to support your

assessmentOffer individual group member

characteristicsMake a point or state a pattern before

offering quotes.


Advantages:

Reduced costsBroad geographic

scopeAccess to hard to

reach participantsConvenient and

comfortable

Disadvantages:

Loss of moderator authority

Loss of group atmosphere

Loss of group dynamics

Loss of attentiveness

Online Focus Groups

Non-Verbal Communication

One study found 93% of communication determined by non-verbal cues

Further study showed that the impact of a performance determined byWords used 7%Voice quality 38%Non-verbal behaviour 55%

Examples of Body LanguageNONVERBAL BEHAVIOR

INTERPRETATIONLegs crossed, foot kicking slightly BoredomSitting, legs apart Open, relaxedArms crossed on chest DefensivenessHand to cheek Evaluation, thinkingTouching, slightly rubbing nose Doubt, lyingRubbing the eye Doubt, disbeliefLocked ankles ApprehensionHead resting in hand, eyes down BoredomRubbing hands AnticipationHands behind head, legs crossed Confidence,

superiority

More Examples….NONVERBAL BEHAVIOR INTERPRETATIONOpen palm Sincerity, opennessPinching nose, eyes closed Negative evaluationTapping fingers ImpatienceSteepling fingers AuthoritativePatting/fondling hair Lack of self-confidenceTilted head InterestStroking chin Trying to decideLooking down and away DisbeliefBiting nails Insecurity, nervousnessPulling or tugging at ear Indecision

How to tell when someone is…..

BluffingGestures are inconsistent with speech

AngryChange in tone of voice, mannerisms (ie

pacing, tapping fingers) even while smiling Lying

Hiding mouth, touching nose, breaking off eye contact, blinking rapidly

Matching and Mirroring

When two people on the “same wavelength” will start to mimic each other’s expressions, gestures

Indicates rapport and can be used as a technique to increase rapportConsciously mimic body languageWhen feels natural, take the leadCan be used in problem situation

Eye Contact Good eye contact increases rapport But use caution

Too much eye contact feels intrusive, intimateConfine gaze to eyes and forehead rather

than lips, upper body If hold gaze too long can be seen as hostility

Limit to 2/3 of time (less than 1/3 seen as timid)

Note: sunglasses, over the shoulder gaze, fluttering eyes are techniques used to break contact and avoid exposure

Active Listening Difficult but a skill worth mastering Builds rapport Demonstrates your interest and

understanding Techniques

Good eye contactHead nodsResponses like “I see”, “I understand…”ParaphrasingAsking open-ended questions like “Can you

tell me more about that?”

Significance of props and seating

Extending hand using pen, glasses, etc. makes personal space larger and shows confidence or power

“Preening” – patting hair, adjusting clothing is an attempt at endearment but can indicate nervousness

Holding coffee cup tightly with both hands is a defense mechanism to close body off

Taking seat at head of table shows control Leaning back, arms behind head = superiority Closed body position = disapproval,

defensiveness, lack of interest

Boundaries Be careful not to invade personal space People will protect space by sitting at desk,

behind chair or counter or by using briefcase or purse as barrier

Gender differences can be seen in groups Males will shift weight from one foot to other

to create space or define territoryOr rock on balls of feet to look taller and show

power or confidence Females will mirror to create “lateral bridges”

other types of interviews and focus groups. copyright © allyn & bacon 2010 advantages: reduced...

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