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5. research methods interviews
1. D R C H R I S T I N E C O O M B E
H C T D U B A I , M E N ’ S C A M P U S
Research Methods: Conducting
Interviews
2. Using interviews in research
There are many types of interviews
The most common are:
Unstructured
Semi-structured
Structured
3. Unstructured interviews
The participant is free to talk about what he or she
feels is important.
The researcher provides little or no directional
influence during the interview.
Unstructured interviews are only used in qualitative
research.
Some feel that this type of interview is the easiest to
conduct but this is not true.
Why?
4. How to conduct an unstructured interview
First, the researcher must create rapport with the
interviewee
Interviewee must trust the researcher so he/she can reveal
information during the interview
Anonymity & confidentiality
During the interview, the researcher must
remain quiet
stay alert
recognize important information
probe for more detail
get participants back on track if they go on topic
5. Semi-structured interviews
This is the most common type of interview used in
qualitative research.
In this type of interview, the researcher wants to
know specific information which can be compared
and contrasted with information gained in other
interviews.
The same questions need to be asked in each
interview--structure.
Flexibility is also important so new info can come
out—semi.
6. How to conduct a semi-structured interview
Researcher must produce an interview schedule or
protocol
A list of questions to ask or topics to discuss
This is taken to each interview to ensure the same content is
discussed
7. Structured interviews
Frequently used in market research
Interviewer asks a set list of questions and ticks off
answers
This type of interview is highly structured
Structured interviews are used in quantitative
research
They can be conducted:
Online
Face to face
Over the telephone
8. How to conduct interviews
Methods of recording
Audio recording
Visual recording
Note-taking
Box ticking
What are the advantages & disadvantages of each?
9. Audio recording
Advantages
Researchers are able to:
concentrate on what interviewee is saying
maintain eye contact
Have a complete record of the interview for analysis
extract useful quotations for report
Disadvantages
Technology is not always our friend
Rs can become complacent—not listen very carefully
Some people are nervous when being recorded
10. Visual recording
Advantages
Produces the most comprehensive recording of the interview
Gives a permanent record of what is said
Includes a record of body language, facial expressions &
interaction
Disadvantages
Technology is not always our friend
Method can be expensive
Equipment is difficult to transport
Some interviewees can be nervous
Could be culturally inappropriate
11. Note-taking
Can be done via paper/pencil or on a laptop
Advantages
Don’t have to rely on technology which could fail
Is the cheapest method of data recording
Interviewees feel good if you are seen to write something down
Disadvantages
Cannot maintain eye contact all the time
Can be hard to concentrate on what is being said and write at
the same time
More tiring than the other types
Will not have quotations to use for the report
12. Box-ticking
Advantages
Simple to use
Easy to analyze
Easy to compare information with that obtained from other
interviews
Disadvantages
Inflexible—no scope for additional info
Forces interviewees to answer in a certain way
13. Tips for using recording equipment
Make sure there is enough space (memory, disk or
tape) to record everything you need
Check that equipment is fully charged & in working
condition
Make sure the venue is free from background noise
Make sure there is a place to hold the equipment
Make sure the microphone is strong enough to pick
up all voices in an interview
Make sure you are able to download files to your PC
Always have a back up plan
14. Developing an interview schedule/protocol
For most types of interviews you must develop an
interview schedule/protocol
For structured interviews
A list of Qs that are asked in the same order and format to each
participant
For semi-structured interviews
It can be in the form of a list of questions to ask or topics to
cover
Questions or topics? Which is better?
For new researchers, a list of Qs is preferable
A list of topics to cover is seen as being more flexible.
15. How to develop an interview schedule/protocol
Brainstorm your research topic
Work through your list carefully, getting rid of
irrelevant topics and grouping similar topics together
Order topics into a logical sequence
Leave sensitive or controversial issues to the end
Ask about experience and/or behavior first
Ask about opinions and feelings after
Move from general to specific
Think of Qs relating to each area
16. Your questions
Write open rather than close-ended Qs
Are you happy in life?
What are some of the reasons for your happiness?
Keep questions neutral, short and to the point
Why is being happy important to you?
Use language which will be understood
Avoid leading questions
How often do you go to the movies?
Assumes that person likes movies and go to them
Avoid jargon and double barrelled questions
What is wrong with the education system today and what can we do
about it?
17. At the start of the interview
Start your recording device
Introduce yourself with something like the following:
My name is ______________ and I’m a student in
LSS 2533 Research Methods. I’d like to ask you
some questions about healthy choices in eating and
exercise habits. I will be recording this interview as
part of my project on semi-structured interviews.
Only my teacher, Dr Christine Coombe, will be
listening to this recording. Thanks in advance for
your thoughtful responses and your time.
18. At the start of the interview
Don’t forget to collect demographic information
“Before we start our interview on __________, I’d
like to get some information from you. Can you tell
me a bit about yourself?”
What types of demographic information might you
collect for your interviewee?
How will you record it?
19. During the interview
Ask questions, listen carefully to responses
Don’t be afraid to ask follow up questions
How can we do this?
That’s interesting; can you explain that in more detail…..
I’m not quite sure I understand. You were saying?
Can you elaborate a little more?
Could you clarify that?
Could you expand upon that a little?
When you say ‘……..’, what do you mean by that?
Don’t be afraid to pause
20. During the interview
Rs must establish rapport so participants will feel
comfortable sharing personal information
How can this be done?
Treat interviewees with respect
Arrive on time
Make small talk to decrease nervousness
Accept tea/coffee
Don’t rush into interview unless interviewee wants you to
Think about your appearance and how you dress
Think about your body language
Make and maintain eye contact during the interview
Don’t invade the space of the interviewee--proxemics
21. Completing the interview
Make sure you stick to the time allocated unless the
interviewee wants to extend the time
Thank your interviewee and leave your contact
details
This concludes our interview. Thank you for lending
us your time, input and presence.