3. Topics
Introduction
Primary Data Collection Methods
Unobtrusive Methods
Interviews
Unstructured and Structured Interviews
Training Interviewers
Some Tips to Follow When Interviewing
4. Topics…
Face-to-Face and Telephone Interviews
CATI and CAPI
Focus Groups
Videoconferencing
Advantages and Disadvantages of Interviews
5. Introduction
A widely used method of collecting data in business
research is to interview respondents to obtain
information on an issue of interest.
6. Interviews
An interview is a guided, purposeful conversation
between two or more people.
There are many different types of interviews.
Individual or group interviews may be unstructured
or structured, and
conducted face to face, by telephone, or online.
7. Unstructured Interviews
Unstructured interviews are so labeled because the
interviewer does not enter the interview setting with
a planned sequence of questions to be asked of the
respondent.
A possible objective of an unstructured interview is to
bring some preliminary issues to the surface so that
the researcher can determine what factors need
further in‐depth investigation.
8. Unstructured Interviews…
Suppose that a manager is interested in solving a problem in
the work setting. In order to understand the situation in its
totality, the researcher may interview employees at several
levels. In the initial stages, only broad, open‐ended questions
should be asked, and the replies to them should inform the
researcher of the perceptions of the individuals.
9. Unstructured Interviews…
Tell me something about your unit and department,
and perhaps even the organization as a whole, in
terms of work, employees, and whatever else you
think is important.
I would like to know something about your job.
Please describe to me in detail the things you do in
your job on a typical day, from eight in the morning
to four in the afternoon.
10. Structured Interviews
Structured interviews are those conducted when it is
known at the outset what information is needed.
The content of a structured interview can be
prepared in advance
12. Structured Interviews…
As the respondents express their views, the researcher notes
them down. The same questions will be asked of everybody in
the same manner.
Visual aids such as pictures, line drawings, cards, and other
materials are also sometimes used in conducting interviews.
When a sufficient number of structured interviews has been
conducted and adequate information obtained to understand
and describe the important factors operating in the situation,
the researcher stops the interviews.
13. Some Tips to Follow When Interviewing
The information obtained during the interviews
should be as free as possible of bias.
Bias refers to errors or inaccuracies in the data
collected.
Bias could be introduced by the interviewer, the
interviewee, or the situation.
14. Some Tips to Follow When Interviewing..
Listening attentively to the interviewee, evincing keen interest
in what the respondent has to say, exercising tact in
questioning, repeating and/or clarifying the questions posed,
and paraphrasing some of the answers. Recording the
responses accurately is equally important.
Interviewees can bias the data when they do not come out
with their true opinions but provide information that they
think is what the interviewer expects of them or would like to
hear.
15. Some Tips to Follow When Interviewing..
Some interviewees may be turned off because of personal
likes and dislikes, or the dress of the interviewer, or the
manner in which the questions are put.
Some respondents may also answer questions in a socially
acceptable manner rather than indicating their true
sentiments.
16. Some Tips to Follow When Interviewing..
Biases could be situational as well, in terms of
(1) Nonparticipants,
(2) Trust levels and rapport established, and
(3) The physical setting of the interview.
17. Some Tips to Follow When Interviewing..
How to Reduce Bias
Establishing Credibility and Rapport, and
Motivating Individuals to Respond
The Questioning Technique
18. Establishing Credibility and Rapport, and
Motivating Individuals to Respond
Researchers must establish rapport with, and gain the
confidence and approval of, before they can even start their
work in the organization.
the researcher should state the purpose of the interview and
assure complete confidentiality about the source of the
responses.
20. The Questioning Technique
Funneling: At the beginning of an unstructured interview, it is
advisable to ask open‐ended questions to get a broad idea
and form some impressions about the situation.
For example a question that could be asked would be:
What are some of your feelings about working for this
organization?
21. The Questioning Technique
From the responses to this broad question, further questions
that are progressively more focused may be asked as the
researcher processes the interviewees’ responses and notes
some possible key issues relevant to the situation.
This transition from broad to narrow themes is called the
funneling technique.
22. Face-to-Face and Telephone Interviews
Interviews can be conducted either face to face or
over the telephone.
Although most unstructured interviews in business
research are conducted face to face, structured
interviews may be either face to face or through the
medium of the telephone, depending on
23. Face-to-Face and Telephone Interviews…
the level of complexity of the issues involved,
the likely duration of the interview,
the convenience of both parties, and
The geographical area covered by the survey.
24. Face-to-Face/Personal Interviews:
Advantages and Disadvantages
The main advantage of face‐to‐face or direct interviews is that
the researcher can adapt the questions as necessary,
clarify doubts, and
ensure that the responses are properly understood, by
repeating or rephrasing the questions.
25. Face-to-Face/Personal Interviews:
Advantages and Disadvantages
The researcher can also pick up nonverbal cues from the
respondent.
Any discomfort, stress, or problem that the respondent
experiences can be detected through frowns, nervous
tapping, and other body language unconsciously exhibited by
her.
26. Face-to-Face/Personal Interviews:
Advantages and Disadvantages
The main disadvantages of face‐to‐face interviews are
the geographical limitations they may impose on the surveys
and
the vast resources needed if such surveys need to be done
nationally or internationally.
27. Face-to-Face/Personal Interviews:
Advantages and Disadvantages
The costs of training interviewers to minimize interviewer bias
are also high.
Respondents might feel uneasy about the anonymity of their
responses when they interact face to face with the interviewer.
28. Telephone Interviews: Advantages and
Disadvantages
The main advantage of telephone interviewing, from
the researcher’s point of view, is that a number of
different people can be reached in a relatively short
period of time.
From the respondents’ standpoint it eliminates any
discomfort that some of them might feel in facing
the interviewer.
29. Telephone Interviews: Advantages and
Disadvantages…
A main disadvantage of telephone interviewing is that the
respondent could unilaterally terminate the interview without
warning or explanation, by hanging up the phone.
Caller ID might further aggravate the situation. This is
understandable, given the numerous telemarketing calls
people are bombarded with on a daily basis.
As mentioned earlier, another disadvantage of the telephone
interview is that the researcher will not be able to see the
respondent to read the nonverbal communication.
30.
31. Focus Group
Focus groups consist typically of eight to ten members with a
moderator leading the discussions on a particular topic,
concept, or product.
Members are generally chosen on the basis of their familiarity
with the topic on which information is sought.
For example, women with children may compose a focus
group to identify how organizations can help working
mothers.
32. Focus Group…
Large organizations such as Coca‐Cola, Unilever, and Nike
regularly convene
young men and women from around the world to tap them
for ideas for a new product.
33. Focus Group…
The focus sessions are aimed at obtaining respondents’
impressions, interpretations, and opinions, as the members
talk about the event, concept, product, or service.
The moderator plays a vital role in steering the discussions in
a manner that draws out the information sought, and keeps
the members on track.
34. Focus Group…
Focus group discussions on a specific topic at a particular
location and at a specified time provide the opportunity for a
flexible, free‐flowing format for the members.
The unstructured and spontaneous responses are expected to
reflect the genuine opinions, ideas, and feelings of the
members about the topic under discussion.
Focus groups are relatively inexpensive and can provide fairly
dependable data within a short time frame.
35. Videoconferencing
If regional variations in responses are expected, several focus groups could
be formed, including trained moderators, at different locations.
This process is easily facilitated through videoconferencing.
By zooming in on a particular member, the nonverbal cues and gestures of
that individual can be captured, as and when desired.
With the great strides that have been made in technological advancement,
videoconferencing as a means of gathering information from different
groups in distant locations has become rather common these days.
