Interviews

1. Interviews Alfred Kobsa University of California, Irvine

2. When to chose an interview • Scope of problem not fully clear, unclear what to ask • Questions abstract, possibly not well understood, open-ended • Mailing lists not available • Rapid answers not needed • Specific location needed • Recording of responses difficult • Lots of information / holistic view from a few users needed (vs. little information from many users) • Narrow geographic distribution of respondents • Anonymity not required • Topics difficult to talk about

3. Problems to consider • Honesty (☛ check consistency, challenge answers, discard data, blacklist potentially dishonest user) • Self-incrimination (☛ emphasize “harmlessness”, “anonymity”, impunity) • Social desirability bias (☛ phrase questions carefully, use several questions for same concept, go for facts and not habits, attitudes or intentions) • Self-image (☛ see above) • Prestige response bias (☛ go for facts)

4. Steps • Identify the objectives of the study (in writing) • Select the type of interview (structured, unstructured, semi-structured, contextualized, via phone vs. in person) • Decide how you will analyze the data (analysis software, statistical tests if any) • Formulate questions (mind double-barreled, double negatives, leading or loaded questions, and questions with self-image and social desirability bias) • Write questions down • Test your questions • Audiotape answers or use note-taker • Decide on awards for interviewees (if any)