Conducting Interviews
• Preparing: What’s important?
• Explain the purpose of the interview to the person you
will interview.
• If confidentiality is required, explain terms; who will
have access to the information? How will it be used?
• Explain the format: will it be question and answer or will
the interviewee be encouraged to ask questions as well
• How long will the interview last?
• Ask for permission to record the interview or to take
notes.
1.Types of Interviews:
• Interviews can be formal or informal.
• An informal interview may have no pre-planned
questions – it may be more conversational in nature.
However you still want to have some idea of the
information you want to obtain.
• A standard ‘open-ended’ interview encourages
respondents to answer a question in any number of
ways.
• A closed format would be more structured:
Respondents would choose from a set of pre-selected
choices. (such as: “Do you agree or disagree that…?)
2. What types of questions would you ask?
• This depends on your purpose and the kind of information you
are interested in. In what kind of interview setting would you
apply these different approaches?
• Information about behaviors/activities: In this type of
interview, you are primarily interested in information about
what an individual has done or is doing.
• Information about opinions and viewpoints: What does the
person think about a topic or topics?
• Knowledge: You want to obtain facts about a particular topic.
• Sensory: Information about what a person has heard, seen,
tasted or smelled.
• Background/demographic info: Information about age,
gender, education, etc.
http://managementhelp.org/businessresearch/interviews.htm#anchor667314
3. How would you determine the sequence (order) of questions
you ask?
Before asking about point of view, opinion, etc. first focus on
questions about facts.
• This usually makes it easier to help the person being
interviewed feel some comfort with the process before getting
into personal opinions, etc.
• Try to start out asking questions about the present before
moving onto the past or the future.
http://managementhelp.org/businessresearch/interviews.htm#anchor667314
4. Deciding on the wording of questions:
• Most importantly, the wording of questions should be ‘openended’ - respondents should have a range of options for
responding to questions.
• Questions should be worded neutrally – avoid phrasing a question
that could influence or lead to particular answers; judgmental
wording or wording that directly implies a point of view.
• For instance: “Do you believe that our economy’s continued
reliance on fossil fuels will impede progress toward reducing
climate change?” what is the problem with this wording?
• Be sure to ask questions one at a time so as not to overwhelm the
respondent.
• Questions should be worded clearly. There should not be any
question as to the information you are seeking.
http://managementhelp.org/businessresearch/interviews.htm#anchor667314
Be careful when asking “why” questions:
• Often ‘why’ questions imply a cause and effect relationship that
may not exist. They might also put respondents on the
defensive (make them feel that they have to justify their
response).
• For example: “Why do you believe that climate change is a
hoax”? Or “Why do you believe that fracking is dangerous
for the environment and peoples’ health”?
• This could establish a dynamic in which respondents feel less
open in discussing further questions.
• How could these questions be asked in such a way that
respondents will offer more open responses?
http://managementhelp.org/businessresearch/interviews.htm#anchor667314
6. Conducting the Interview
• If you are using a recording device, make sure it is on and
working.
• Try to remain as neutral as possible. Avoid strong emotional
reactions to respondents’ answers. WHY??
• Ask one question at a time – give the respondent time
• Encourage responses – this puts respondents at ease.
• Be aware of your responses while note-taking.
• For instance, if you appear very eager or pleased as you
hear a response, this could ‘lead’ the person being
interviewed to provide answers that are less than sincere.
http://managementhelp.org/businessresearch/interviews.htm#anchor667314
• Think about organizing your research questions into broad
topic areas…”we have been talking about (topic), and now I
would like to move on to (topic).”1
7. Following the Interview:
• Check to make sure your recording worked throughout.
• Make a note of any observations you made during the
interview:
• Where did the interview take place? When?
• Thoughts about the respondent: nervous, relaxed,
accommodating?
• Were there any questions you asked that seemed to take
the respondent by surprise, etc.?
Preparing for the Interview: SIMS Recycling Center (or other)
1.
2.
3.
1.
What site will you be visiting?
Who will you be speaking with?
Describe briefly the purpose of your interview.
Identify three key pieces of information you want to know
more about.
2. How would you frame your questions to obtain this
information?