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