Lecture 10 primary data collection interviews

Collecting Primary Data using Observations Interviews Questionnaires

Primary data Data collected specifically for the research project being undertaken. Primary data can be collected using: Observations Interviews Questionnaires

2. Collecting Primary data Using interviews

Research interviews Definition ‘ An interview is a purposeful discussion between two or more people’ Kahn and Cannell (1957) Types of interview used in research Semi-structured Structured In-depth Group Saunders et al . (2009)

questions to guide their note taking Outline the ways in which each of the forms of qualitative interview in Fig 10.2 link to particular purposes of research and research strategies. Which situations best favour interviews? What are the key data quality issues and problems (validity and reliability) associated with using interviews? How might these be overcome?

Types of interviews Interviews Interviews: a purposeful discussion between two or more people (Kahn and Cannell, 1957). 2 main types: structured (standardized) and unstructured (non-standardized). Structured personal interviews (questionnaires) Highly formalized and structured, using standardized questions. The interviewer has a list of prescribed questions for all the interviewese or respondents. Advantage : more interviews can be conducted. Unstructured personal interviews Informal Interviews takes the form of a discussion Excellent for exploratory and descriptive research purposes. Interviewer directs the conversation by indentifying topical issues and allowing the interviewee to talk extensively about them. Advantage : great deal of information can be collected. Disadvantage : analysis and interpretation problems. Consume more time.

non-standardised (qualitative) research interviews The use of non-standardised (qualitative) research interviews should allow the collection of a rich and detailed set of data, although there will be a need to develop a sufficient level of competence to conduct these and to be able to gain access to the type of data associated with their use. Interviews can be differentiated according to the level of structure and standardisation adopted. Different types of interviews are useful for different research purposes. Non-standardised (qualitative) research interviews include two broad types in-depth or unstructured interviews and semi-structured interviews. • A research design may incorporate more than one type of interview.

Research purpose and strategy (1) Forms of interview Saunders et al . (2009) Figure 10.1 Forms of interview

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

Interviews In-depth and semi-structured interviews can be used in quantitative as well as qualitative research. Situations favouring use of non-standardised (qualitative) interviews method to collect data are related to Purpose of the research the significance of establishing personal contact, the nature of data collection questions, and the length of time required from those who provide data.

Data quality issues to consider in semi-structured and in-depth interviews A number of data quality issues in relation to semi-structured and in-depth interviews, related to: Reliability Will alternative researchers reveal similar information? Forms of bias Interviewer bias Interviewee or response bias Validity and generalisability Use of case study Significance to theoretical propositions. Testing existing theory.

Data quality issues …(2) The importance of preparation – the 5 Ps ‘ p rior p lanning p revents p oor p erformance’ Saunders et al . (2009)

Interview preparation (1) Associated issues Interviewer’s level of knowledge Level of information supplied to interviewees Creating an interview guide Appropriateness of location

Interview preparation (2) Associated issues Researcher’s appearance – dress code Shaping the interview - opening comments Approach to questioning – clarity and reducing bias Use of critical incident technique

Interview preparation (3) Associated issues Appropriate interviewer behaviour- verbal and non-verbal Attentive listening skills and testing understanding Approaches to data recording - notes and tape-recording Cultural differences and bias

Interviewing competence Opening of the interview Using appropriate language Approaches to Questioning Listening Testing and summarising Recognising and dealing with difficult participants. Recording data

Approaches to Questioning Types of question format: Open questions Probing questions Reflection questions Supplementary Specific and closed questions Don’t ask LEADING or PROPOSING QUESTIONS

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

Interviewing competence (3) Other issues to consider Dealing with difficult participants –Table 10.2 Managing resources – logistics and time Obtaining participants’ permission for interview records (written and taped)

Interviewing competence (4) Additional forms of interviews: Group interviews Focus groups Telephone interviews Internet and intra-net mediated interviews

Interviewing competence (5) Forms of electronic interviews Saunders et al . (2009) Figure 10.2 Forms of electronic interviews

Summary: Chapter 10 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

Summary: Chapter 10 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

Lecture 10 primary data collection interviews

More Related Content

What's hot (20)

Similar to Lecture 10 primary data collection interviews (20)

Recently uploaded (20)

Lecture 10 primary data collection interviews