AgendaAgenda

Exploratory Research–Depth Interviews

midtermmidterm Both text and lecture (and library class) Some on direct concepts Most are Applied knowledge Example: if a research problem was

defined as: “which of our customers buy red cars?” the most appropriate type of research would be:– Exploratory– Descriptive– causal

Focus groupsFocus groups

A group interview

Focus groups and Depth Focus groups and Depth InterviewsInterviews Group interaction Group/peer pressure Respondent competition Influence Subject sensitivity Interviewer fatigue Amount of information Stimuli Interviewer schedule

Depth InterviewsDepth Interviews

INTERVIEW TYPESINTERVIEW TYPES

casual interview semi-structured interview

– (also: “partially unstructured” or “partially structured”)

structured (survey interview)in depth interview

– (also: “open-ended” or “unstructured” or “experience survey”)

Structured InterviewsStructured Interviews

advantages over written survey– can ask illiterates

– respondents can ask for clarification of question

– “while you wait” responses

Structured InterviewsStructured Interviews

– can record unexpected answers

– can record more open-ended responses

– less leading than written survey

Structured InterviewsStructured Interviews

advantage over other types of interviews: best for large scale studies– can use assistants– responses can be more easily

recorded and statistically analyzed

Structured InterviewsStructured Interviews

disadvantage– have to ask the right questions– categories imposed by researcher

Unstructured InterviewsUnstructured Interviews

Advantagesdisadvantages

TriangulationTriangulation

with surveyswith participant observation

Funnel MethodFunnel Method

let respondent do all the talkingcan be a diagnostic interviewthe idea is to let the subject direct

the interview.

Inverted funnel methodInverted funnel method

Inverted funnel: Specific to general– You want to jog the interviewees

memory– You want to motivate a reluctant

participant– You want to get specific facts before

general impressions

INTERVIEW TECHNIQUEINTERVIEW TECHNIQUE

silent probeencouragement probeimmediate elaborationimmediate clarificationretrospective elaborationrecapitulation proberetrospective clarification

INTERVIEW TECHNIQUEINTERVIEW TECHNIQUE

echo probereflective probeinterpretive probesummary probemutation

INTERVIEW TECHNIQUEINTERVIEW TECHNIQUE

probes must probeformulate question before speakingkeep questions simple

– no preface– do not give respondent your lit review

note taking controls flow

INTERVIEW ISSUESINTERVIEW ISSUES

avoid leading questionsavoid ritual agreementmonitor the universe of discourse

INTERVIEW ISSUESINTERVIEW ISSUES

avoid leading questionsavoid ritual agreementmonitor the universe of discourse

Universe of DiscourseUniverse of Discourse

INTERVIEW ISSUESINTERVIEW ISSUES

avoid leading questionsavoid ritual agreementmonitor the universe of discourseobserve body language

INTERVIEW ISSUESINTERVIEW ISSUES

avoid leading questionsavoid ritual agreementmonitor the universe of discourseobserve body languageconvey expectation of cooperation

INTERVIEW ISSUESINTERVIEW ISSUES

avoid leading questionsavoid ritual agreementmonitor the universe of discourseobserve body languageconvey expectation of cooperationavoid unprofessional statements

To Tape or Not to TapeTo Tape or Not to Tape

Advantages– more accurate and less distracting– better than relying on your memory– excellent training tool for interviewer

Disadvantage– one thing to tell you, another to go on

permanent record– worry about sound of their voice– worry who will hear tape

IF Using a Tape RecorderIF Using a Tape Recorder

tell respondent who will have access to tape

erase tape as soon as transcribedplace recorder in obvious place

– you can turn off/on; confirm working...– no question of subterfuge

IF Using a Tape RecorderIF Using a Tape Recorder

check recorder before you show up– tape blank?– bring extra tape– check batteries– confirm that it is working!– move tape past leader– check volume control– practice with tape recorder

WhoWho

does this person have access to information that you want?

approaching interviewees & their organizations

WhenWhen

schedule when no competing demands

approach with attitude that their time is more important than yours

do not schedule too closely together– 45 minutes typical; 90

minutes longest

sequencing

WhereWhere

respondent’s place of businessrespondent’s homeneutral spot

WhatWhat

interview blueprint– list research objective or research

question, actual question and sample prompts (listing any specifics you would like to elicit) in table/chart form

The interview blueprint should The interview blueprint should guide you, not confine youguide you, not confine you

Sample Interview BlueprintSample Interview BlueprintResearchQuestion orObjective

InterviewQuestion

Probes

Describe thecharacteristicsof our currentcustomerspreferredcookie?

Describe the“perfect”chocolate chipcookie.

How big would itbe?Hard? Soft?Big chips orlittle chips?

Who is the “endconsumer” ofthe purchasedcookie?

You bring thecookies homefrom the store.Who eats them?

Who eats themost ____ or____? How oldis ____?

ResearchQuestion

InterviewQuestion

Probes

Who factorsinfluence thepurchasingdecision?

You’re standing infront of thedisplay ofcookies—tell mewhat’s goingthrough yourmind?

What else?And then…Check for $,nutrition, familypreferences…

Estimateadvertising recallours versuscompetition

When I say“cookie ads” whatis the first thingthat pops intoyour mind?

Can you give memore details?Why do you thinkyou remember it?

WhatWhat

interview guide– questions simply worded– listed in order– key points of introduction & conclusion– leave space for notes

InterviewQuestion

Probes Notes:

Describe the“perfect”chocolate chipcookie.

How big would itbe?Hard? Soft?Big chips or littlechips?

You bring thecookies homefrom the store.Who eats them?

Who eats themost ____ or____? How old is____?

Sample Interview GuideSample Interview Guide

InterviewQuestion

Probes Notes:

You’re standing infront of thedisplay ofcookies—tell mewhat’s goingthrough yourmind?

What else?And then…Check for $,nutrition, familypreferences…

When I say“cookie ads” whatis the first thingthat pops intoyour mind?

Can you give memore details?Why do you thinkyou remember it?

Additional comments:

The interview blueprint and The interview blueprint and interview guides should serve as interview guides should serve as a road map. They can be used a road map. They can be used when you feel you are getting lost when you feel you are getting lost and to keep you focused on your and to keep you focused on your destination….destination….

But, remember, that sometimes But, remember, that sometimes the scenic route provides the scenic route provides surprising discoveries.surprising discoveries.

Interview ProcedureInterview Procedure

phone ahead to confirm appointmentwhen you arrive

– reintroduce yourself and your study– explain how they were picked for study– confirm use of tape recorder– explain confidentiality and explain that

they can end interview at any point– start tape (if using)

Interview ProcedureInterview Procedure

when tape is rolling– say, “I’ve prepared some questions, but if

they don’t seem to be hitting at the core of the issue, feel free to correct me”

– start questions• if ask tape be turned off for one question, remember

to start again after

– after last question, always ask “Is there anything else you’d like to add? Anything you think I’m missing?”

Interview ProcedureInterview Procedure

after interview is over– don’t bolt….– thank them for their participation– say into tape recorder “the foregoing was an

interview with Jane Doe (D-o-e) for project 43, date, time, location, by your name

– turn off tape, but hang around making small talk — will often get best stuff yet, now that formal interview is over

once out of sight, debrief

Interview ProcedureInterview Procedure

Debrief– check that tape has recorded properly

• tape is blank• background noise obscures portions of tape• reconstruct missing data — but distinguish in transcript

between verbatim and reconstructed paraphrasing

– record details (such as body language) not recorded on tape while still fresh in your memory

– note your own preliminary interpretations and ideas

TranscriptionTranscription

choose a format– standard dialog format– timed format (e.g., Discourse of Medicine by

Mishler)– “postmodernist format” (e.g., Rebecca Luce

Keplar)choose verbatim vs journalistic standardchoose coding conventions

AnalysisAnalysis

impressionistic vs coding– present all raw data and let reader decide?

• voice of respondents come through clearly• but very tedious to read

– present researcher’s interpretation• easy to read• but open to researcher’s bias

– have several observers code• objective• attempt to reduce interview data for statistical analysis

Neuman’s (1997) process of Coded Neuman’s (1997) process of Coded Analysis of qualitative dataAnalysis of qualitative data

Thematic Conceptualization Open Coding Axial Coding Selective Coding

Step 1: Step 1: Thematic ConceptualizationThematic Conceptualization

Begin the analysis with a tentative list of concepts that may be supplemented or discarded as the coding continues (Miles & Huberman, 1994).

Step 2: Step 2: Open codingOpen coding

The first pass through data in an attempt to formulate several general categories of responses

within themes.

Step 3:Step 3:Axial CodingAxial Coding

During this second pass through data, sub-categories are formed and linkages begin to be formulated between causes and consequences,

interactions, strategies, and processes.

Step 4: Step 4: Selective CodingSelective Coding

During this final pass through the data, specific responses are selected as cases to support the

relationships formed through axial coding. From this, generalizations may be formed and

conclusions drawn.

Guidelines for qualitative data collectionGuidelines for qualitative data collection

Triangulate data by using various types of data collection.

Clearly separate description from judgment.Be cognizant of trust and rapport issues.

Electronic Data Analysis ResourcesElectronic Data Analysis Resources

http://www.qsr.com.au/home.asp

http://www.alberta.ca/~jnorris/qda.html

http://www.atlasti.de/

QDA SoftwareQDA Software

NUD*ISTSPSS QualitativeThe ObserverCAQDAS Network (Computer Assisted

Qualitative Data Analysis Software)

ReferencesReferences

Gay, L.R. (1996). Educational Research. Columbus: Merrill.

Miles, M. & Huberman, A.M. (1994). Qualitative Data Analysis. Thousand Oaks: Sage.

Neuman, W.L. (1997). Social Research Methods. Toronto: Allyn & Bacon.