structured, in-depth and group interviews-lecture 10

8/8/2019 Structured, In-Depth and Group Interviews-lecture 10

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a. Using observation

b. Using structured, semi-structured,

unstructured/in-depth and group interview

c. Using questionnaires


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An interview is a purposeful discussionbetween two or more people

Kahn and Cannell (1957)

Saunders et al. (2009)

Types of interview

StructuredSemi-structured,

In-depthUnstructured


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Structured interview:

Data collection technique in which an interviewer

physically meets the respondent, reads them the same set ofquestions in a predetermined order, and records his or herresponse, usually with pre-coded answers.

Semi-structured interview:

Wide-ranging category of interview in which the

interviewer commences with a set of interview themes but isprepared to vary the order in which questions are asked andto ask new questions in the context of the research situation.The responses/information/data are recorded by note-taking, or perhaps by tape-recording the conversation.

Continues on next slide..


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Unstructured/In-depth interview:

Loosely structured and informally conducted interviewthat may commence with one or more themes to explorewith participants but without a predetermined list ofquestions to work through. These are used to explore indepth a general area in which one is interested; these aretherefore also known as in-depth interview. The intervieweeis given the opportunity to talk freely about events, behaviorand beliefs in relation to the topic area. It is also referred toas informant interview, since it is the intervieweesperceptions that guide the conduct of interview; as againstrespondent interviewwherein the interviewer directs theinterview and interviewee responds to the questions of

researcher, as in earlier two cases.


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Uses of different types of interview in each ofthe main research categories


Table 10.1 Uses of different types of interview in each of the main

research categories


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Four key aspects

Purpose of the research

Significance of establishing personal contact

Nature of the data collection questions

Time required and completeness of process


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Issues to consider

ReliabilityWhether alternative researchers would reveal similarinformation/ results; concerns about reliability relate tothe issues of bias.

Interviewer bias: comments, tone, or non-verbal behaviorof interviewer may create bias in the way thatinterviewees respond to questions being asked; orresearcher may demonstrate bias in interpretingresponses; or interviewer remains unable to develop trustof interviewees, and they provide limited information.

Interviewee or response bias: interviewees may feelinformation is sensitive; he/she is not empowered todeliver information related to organization; interview istoo-time consuming.


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The importance of preparation the 5 Ps

Prior

Planning

Prevents

Poor

Performance



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Overcoming Data Quality Issues

The following points help avoid sources of bias

1. Your own preparation and readiness for the interview

2. The level of information supplied to the interviewee

3. The appropriateness of your appearance at theinterview

4. The nature of opening comments made when interview

commences5. Your approach to questioning

6. The impact of your behaviour during the course ofinterview

7. Your ability to demonstrate attentive listening skills

8. Your scope to test understanding9. Your approach to recording information


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Overcoming Data Quality Issues

Checklist contained in Box 9.3

provides guidelines on the following aspects1. Deciding whether to use semi-structured and in-

depth interviews

2. Aspects to consider before conducting a semi-

structured or in-depth interview3. How to open the interview

4. How to conduct the interview

5. Recording the information

Assignment 8 (Part a)What insights have you gained from study of Box 9.3?


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Questions used to further explore responses that are of significance to theresearch topic.


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Group interviews General term to describe all non-standardized interviews conducted with

two or more people, and wherein researcher acts as a facilitator or

moderator Focus groups

Group interview, composed of a small number of participants, facilitated bya moderator, in which the topic is defined clearly and precisely and thereis a focus on enabling and recording interactive discussion betweenparticipants.

Telephone interviews Data collection technique in which an interviewer contacts the respondent

and administers the interview using a telephone. The interviewer asksquestions to the respondent and records his or her responses.

Internet/intranet/Video-conferencing style interviews

Assignment 8 (Part b)

Study the attached material entitled A final word about telephone and groupinterviews and summarized the insights you gained from this study.


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Thinkwhich one of the following types of interview

can/cannot be used for data collection for your project

Structured interviewSemi-structured interviewUnstructured/In-depth interview

Assignment 8 (Part c)Take notes and present your findings as Part (c) of Assignment 8 in next

class


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Test for the Difference between TwoMeans

Two tests:1. Test based on matched pairs

2. Test based on independent sample

Test based on matched pairs:

Lets check whether mean value of CGPAL and that ofCGPAB (or CGPAFA or CGPAMA) differ from each other.

Test based on independent samples:

Lets check whether mean values of CGPAL of group 1 and

that of group 2 (or group 3 or group 4) differ from eachother.

structured, in-depth and group interviews-lecture 10

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