1 / 56

Agenda

Agenda. Exploratory Research Depth Interviews. midterm. 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:

maik
Download Presentation

Agenda

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Agenda • Exploratory Research • Depth Interviews

  2. midterm • 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

  3. Focus groups A group interview

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

  5. Depth Interviews

  6. INTERVIEW 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”)

  7. Structured Interviews • advantages over written survey • can ask illiterates • respondents can ask for clarification of question • “while you wait” responses

  8. Structured Interviews • can record unexpected answers • can record more open-ended responses • less leading than written survey

  9. Structured Interviews • advantage over other types of interviews: best for large scale studies • can use assistants • responses can be more easily recorded and statistically analyzed

  10. Structured Interviews • disadvantage • have to ask the right questions • categories imposed by researcher

  11. Unstructured Interviews • Advantages • disadvantages

  12. Triangulation • with surveys • with participant observation

  13. Funnel Method • let respondent do all the talking • can be a diagnostic interview • the idea is to let the subject direct the interview.

  14. Inverted 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

  15. INTERVIEW TECHNIQUE • silent probe • encouragement probe • immediate elaboration • immediate clarification • retrospective elaboration • recapitulation probe • retrospective clarification

  16. INTERVIEW TECHNIQUE • echo probe • reflective probe • interpretive probe • summary probe • mutation

  17. INTERVIEW TECHNIQUE • probes must probe • formulate question before speaking • keep questions simple • no preface • do not give respondent your lit review • note taking controls flow

  18. INTERVIEW ISSUES • avoid leading questions • avoid ritual agreement • monitor the universe of discourse

  19. INTERVIEW ISSUES • avoid leading questions • avoid ritual agreement • monitor the universe of discourse

  20. Universe of Discourse

  21. INTERVIEW ISSUES • avoid leading questions • avoid ritual agreement • monitor the universe of discourse • observe body language

  22. INTERVIEW ISSUES • avoid leading questions • avoid ritual agreement • monitor the universe of discourse • observe body language • convey expectation of cooperation

  23. INTERVIEW ISSUES • avoid leading questions • avoid ritual agreement • monitor the universe of discourse • observe body language • convey expectation of cooperation • avoid unprofessional statements

  24. To 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

  25. IF Using a Tape Recorder • tell respondent who will have access to tape • erase tape as soon as transcribed • place recorder in obvious place • you can turn off/on; confirm working... • no question of subterfuge

  26. IF 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

  27. Who • does this person have access to information that you want? • approaching interviewees & their organizations

  28. When • 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

  29. Where • respondent’s place of business • respondent’s home • neutral spot

  30. What • 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

  31. The interview blueprint should guide you, not confine you

  32. Sample Interview Blueprint

  33. What • interview guide • questions simply worded • listed in order • key points of introduction & conclusion • leave space for notes

  34. Sample Interview Guide

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

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

  37. Interview Procedure • phone ahead to confirm appointment • when 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)

  38. Interview 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?”

  39. Interview 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

  40. Interview 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

  41. Transcription • 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 standard • choose coding conventions

  42. Analysis • 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

  43. Neuman’s (1997) process of Coded Analysis of qualitative data • Thematic Conceptualization  • Open Coding  • Axial Coding  • Selective Coding

  44. Step 1: Thematic Conceptualization Begin the analysis with a tentative list of concepts that may be supplemented or discarded as the coding continues (Miles & Huberman, 1994).

  45. Step 2: Open coding The first pass through data in an attempt to formulate several general categories of responses within themes.

  46. Step 3:Axial 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.

  47. Step 4: Selective 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.

More Related