lecture 7 questionnaires interviews & observation

7/29/2019 Lecture 7 Questionnaires Interviews & Observation

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Lecture - 7


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mailto:[email protected]:[email protected]


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Definition

An interview is a purposeful discussionbetween two or more people

Kahn and Cannell (1957)

Types of interview/Three major types

Structured interviewSemi-structured interview

Unstructured/In-depth interview


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Structured interview:Data collection technique in which an interviewer

physically meets the respondent, reads them the sameset of questions in a predetermined order, and records

his or her response, usually with pre-coded answers.

Semi-structured interview:Wide-ranging category of interview in which the

interviewer commences with a set of interview themesbut is prepared to vary the order in which questionsare asked and to ask new questions in the context ofthe research situation. The responses/information/data are recorded by note-taking, or perhaps by tape-

recording the conversation.


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Unstructured/In-depth interview:

Loosely structured and informally conductedinterview that may commence with one or more

themes to explore with participants but without apredetermined list of questions to work through.These are used to explore in depth a general areain which one is interested; these are therefore also

known as in-depth interview. The interviewee isgiven the opportunity to talk freely about events,behavior and beliefs in relation to the topic area.


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Data Quality Issues

Lack of standardization in the use of semi-structured andunstructured/in-depth interview cases may lead to raise

concerns, related to:

Reliability: Whether alternative researchers would reveal similar

information/results; concerns about reliability relate to the

issues of bias.

Forms of bias: Interviewer bias: comments, tone, or non-verbal behaviour of

interviewer may create bias in the way that intervieweesrespond to questions being asked; or researcher maydemonstrate bias in interpreting responses; or interviewerremains unable to develop trust of interviewees, and theyprovide limited information.

Interviewee or response bias: interviewees may feelinformation is sensitive; he/she is not empowered to deliverinformation related to organization; interview is too-time

consuming.


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Data Quality Issues

Generalizability:

It may not be possible to makegeneralizations about the entirepopulation where results are based on asmall and unrepresentative number ofcases.

Validity: High level of validity is possible to the extent to which

the researcher gains access to their participantsknowledge and experience and because of theinteraction between researcher and interviewee whichallows meanings to be probed, topics to be coveredfrom a variety of angles and questions made clear tothe respondents.


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Overcoming Data Quality Issues

The importance of preparation- the 5 Ps

PriorPlanning

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 the interview

4. The nature of opening comments made when interview

commences

5. Your approach to questioning

6. The impact of your behaviour during the course of interview

7. Your ability to demonstrate attentive listening skills

8. Your scope to test understanding

9. Your approach to recording information


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


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Lecture - 10


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Observation involves the systematic observation,recording, description, analysis and interpretation of

peoples behaviour

Observation: The two major types

Participant observation: Observation in which the

researcher attempts to participate fully in the lives and

activities of the research subjects and thus becomes a

member of the subjects group

Structured observation: Structured observation is

concerned with the frequency of events. It is

characterized by a high level of predetermined structure

and quantitative analysis.


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Data collection and analysis Choosing an off the shelf coding schedule

Box 8.1 provides a checklist of questions to askwhen choosing an Off the Shell coding schedule.

Designing your own coding scheduleGuidelines for developing your own coding

schedule is available in Table 8.1

Combining both types of scheduleA specimen for recording sheet for

observing behaviour in groups is

provided in Figure 8.2


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Threats to validity and reliability

Subject error

Time error

Observer effects and strategies to

overcome this:

habituation and

minimal interaction


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(b) Collecting & usingsecondary data


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Data collection choice


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lecture 7 questionnaires interviews & observation

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