INTERVIEWS
CHAPTER 7
INTRODUCTION
 Interview is the process of exchange of information between two or more people.
 They help you explain, better understand, and explore research subjects' opinions,
behavior, experiences, phenomenon, etc.
 What is interview in research method?
 An interview in qualitative research is a conversation where questions are asked to draw
out certain information.
Purpose
 Purpose of interview is to help us explain, better understand,
and explore research subjects' opinions, behavior,
experiences, phenomenon, etc.
 Collect data for research purposes.
PRIMARY DATA COLLECTION METHODS
 Some primary data collection methods are interviews,
field observation, experiments and questionnaires.
 Type of method to use depends upon objectives, research
questions, strategies, accuracy, span of study, stc.
UNOBTRUSIVE METHODS:
 Unobtrusive methods do not require the researcher to interact with the people he or she is
studying. Unobtrusive methods are sometimes used by researchers who seek to
understand what people actually do ,instead of what they say they do.
 e.g. hidden microphones or cameras observing behaviour and doing garbage audits to
determine consumption
INTERVIEWS
 ‘’An interview is a guided, purposeful conversation between two or more people’’
 An interview is a qualitative research.
 The interviewer is usually a professional, paid researcher or sometimes trained.
 They can be contrasted with focus group but structured and unstructured are discussed
first.
Structured:
 The use of a set of pre-determined questions.
 Highly standardized techniques of recordings.
 The use of fixed, alternative questions.
 The use of close ended questions.
 Mostly used in quantitative research.
Un structured:
 Non-standardize interviewing.
 Do not follow a list of pre-determined question.
 It is very complex process.
 Use open ended question.
 It is only used in qualitative research
Training Interviewers
 Interviewers must be fully briefed on the research and trained on how to conduct an
interview.
 Personal interviews generate a lot of information.
 Personal interviews are expensive in terms of time, training costs, and use of resources.
Some tips to follow when interviewing
 The information obtained during the interviews should be as free as possible.
 The interviewer could bias the data if proper trust and rapport are not established with the
interviewee.
 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.
 There should no unfairness during the interview.
 Some interviewees may be turned off because of personal likes and dislikes.
Continued
 Biases could be situational as well, in terms of:

1- nonparticipants,

2- trust levels and rapport,

3- the physical setting of the interview.
 The actual setting in which the interview is conducted might sometimes introduce bias.
 The interviewer can also reduce bias by being consistent with the questioning mode as each
person is interviewed.
Strategies to minimize Bias
 Establishing credibility and rapport, and motivating individuals to respond:
 The projection of professionalism and confidence is more important for the interviewer.
 The researcher should be able to make the respondent sufficiently to give answer.
 This should encourage the respondents to feel secure about responding.
 Researchers can motivate respondents to offer honest and truthful answers
The questioning technique
 Funneling:
It is advisable to ask open‐ended questions to get a broad idea.
 Unbiased questions:
It is important to ask unbiased questions to ensure that you minimize bias in the responses.
 Clarifying issues:
To make sure that the researcher understands issues.
The questioning technique
 Helping the respondent to think through issues:
If the respondent is not able to verbalize her perceptions then the researcher should ask the
question in a simpler way.
 Taking notes:
It is Important that the researcher makes written notes, should not rely on memory. The interviews
can be recorded on tape if the respondent has no objection.
Sources of bias in interview data
• When the interviewee is not in
good humor
• Personality of interviewer
• Introductory sentence
• Inflection of voice
• People with unlisted numbers
Computer assisted interviewing
CATI(Computer - assisted
telephone interviewing)
CAPI(Computer – assisted
personal interviewing)
CATI
Cati is basically use to conduct surveys
It is conducted through software in systems and respondent
answers the questions
Computerized voice activated interviews are also possible for
short survays
CAPI
 CAPI is self administered program
 One respondent got software automatically enters their response
 VCS allow computer to capture respondent answers in digital mode and stored in data file
Advantages of CAI
Time
saving
Automate
results
Low cost
Quick
Accurate
Faster and
easier
analysis of
data
Software packages
Field notes taken by interviewers and hand
coded data which is tedious and time
consuming
Now, days software are available which can
ease the job of interviewers
FACE TO FACE AND TELEPHONIC
INTERVIEWS
 Mode of conduction of interviews can depend on factors such as
•
Geographical factors
•
Duration of Interviews
•
Convenience of both parties
 Interviews can either be:
•
Face to Face
•
Telephonic
ADVANTAGES AND DISADVANTAGES
 Advantages:
Questions can be adapted according to the conditions
Researcher/Interviewer can pick nonverbal cues from the respondent
Respondent’s weaknesses can easily be detected by his/her facial expressions
 Disadvantages:
Geographical limitations
High costs of training interviewers/researchers reduce interviewer bias
Low comfort level of respondents

Example:
Job Interview
TELEPHONIC INTERVIEWS
 Advantages:
Easy to reach maximum people in minimum time
High comfort level of Respondents
 Disadvantages:
Unilateral termination of interview by respondent without informing
Respondent’s strengths and weaknesses cannot be detected due to no nonverbal communications
 Solutions:
Advisable to call the respondent before time to request participation
Inform him/her about the length of the interview
Avoid unnecessary prolonging of interview
 Example:
 Survey
ADDITIONAL SOURCES OF BIAS IN INTERVIEW
DATA
 Bias data is obtained when respondents are busy or when they are not in good humor.
 Discussion about certain issues such as strikes, layoffs could also add bias.
 Interviewer’s personality, introductory sentence, inflection voice
 Sampling biases like inability to contact people with changed phone numbers
 Uncontacted people with unlisted numbers
 Solutions
 Awareness of different biases
 Introduction of Caller ID
Group Interview
 Several candidates are interviewed simultaneously for similar positions.
 Efficient and time saving.
 There are two types of group interviews
1. Group interviews ( single interviewer interviewing multiple candidates at the same time).
2. Panel interviews ( panel of multiple members of a hiring team interviewing a single job
candidate).
FOCUS GROUPS
 Consists of eight to ten members with a moderator leading a discussion on a specified topic.
For example developing new product, discussing concept
Inexpensive and provide relevant data in short time frame
 Expert Panel
Used when specialized input and opinion is required for an evaluation
Advantages and disadvantages of interview
Advantages
Disadvantages
Ability to find the right candidate
Highly time consuming
Enables detailed assessment
Risk oof personal bias
Great source of information
Quick to judge
Increases knowledge
Can easily form stereotypes
Understanding stakeholders better
Hard to verify the truth
Extracting additional information
Unpredictable outcome