INTERVIEW - Method of Data Collection in Research

INTERVIEW - METHOD OF DATA COLLECTION IN RESEARCH

What is an Interview?

“An interview is a tool for gathering information. A research interview

involves an interviewer, who coordinates the process of the conversation and asks questions, and an interviewee, who responds to those questions.

An interview is a conversation where questions are asked and answers are given. In common parlance, the word "interview" refers to a one-on-one conversation between an interviewer and an interviewee. The interviewer asks questions to which the interviewee responds, usually so information may be transferred from interviewee to interviewer (and any other audience of the interview). Sometimes, information can be transferred in both directions. It is a communication, unlike a speech, which produces a one-way flow of information.

An interview is a verbal conversation between two people with the objective of collecting relevant information for the purpose of research.

A research interview involves an interviewer, who coordinates the process of the conversation and asks questions, and an interviewee, who responds to those questions. Interviews are an appropriate method when there is a need to collect in-depth information on people's opinions, thoughts, experiences, and feelings.

Interviews are often used in qualitative research in which firms try to understand how consumers think. Consumer research firms sometimes use a computer-assisted telephone interviewing to randomly dial phone numbers to conduct highly structured telephone interviews, with scripted questions and responses, entered directly into the computer.

When is an Interview an Appropriate Research Method?

1. Interviews are an appropriate method when there is a need to collect in-depth information on people’s opinions, thoughts, experiences, and feelings.

2. Interviews are useful when the topic of inquiry relates to issues that require complex questioning and considerable probing.

3. Face-to face interviews are suitable when your target population can communicate through face-to-face conversations better than they can communicate through writing or phone conversations (e.g., children, elderly or disabled individuals).

Types of Interviews

Interviews can be designed differently depending on the needs being addressed and the information.

Structured interviews: In a structured interview, the interviewer asks a set of standard, predetermined

questions about specific topics, in a specific order. The respondents need to select their answers from a list of options, given a straight forward answer without further explanation. The interviewer may provide clarification on some questions. Examples are personal data, or biography and others.

Semi-structured interviews: In a semi-structured interview, the interviewer uses a set of predetermined questions and the respondents answer in their own words. The interviewer probes areas based on the respondent’s answers or asks supplementary questions for clarification. Semi-structured interviews are useful when there is a need to collect in-depth information.

Unstructured interviews: In an unstructured interview, the interviewer has no specific guidelines, restrictions, predetermined questions. The interviewer asks a few broad questions to engage the respondent in an open, informal, discussion. It is used when there is a need to collect in-depth information. Unstructured interviews are particularly useful for getting the stories behind respondents’ experiences or when there is little information about a topic.

Methods in Conducting Interview:

- Personal Interview (Face-to-face)

- Telephone Interview

- Focus group interview

- Online Interview (using social media like video chatting, internet calls etc)

Steps in Conducting an Interview:

Before the Interview:

1. Define your objectives: Identify what you want to achieve and the information you need to gather.

2. Choose the type of interview.

3. Choose the appropriate respondents: depending on the type of interview, decide on the kind of interviewees and the number of interviews required.

4. Decide the method of conducting the interviews. One should consider telephone or face-to-face interviews. Also, computer-aided interviewing and recording may be appropriate.

5. Decide how to recruit your respondents: Obtaining information from a large number of respondents more than the needed interview and choose the best and accurate at the end of the research.

6. Prepare to explain the purpose of the interview, the importance of their participation, and set up an appointment.

7. Make a list of questions and test them with a sample of respondents

8. Decide who will conduct the interviews: you may need to coopt a skilled interviewer.[5]

During the interview:

1 Introduce yourself and initiate a friendly but professional conversation.

2. Explain the purpose of your project, the importance of their participation, and the expected duration of the interview.

3. Be prepared to reschedule the interview if a respondent has a problem with the timing.

4. Explain the format of the interview.

5. Tell respondents how the interview will be recorded and how the collected information will be used.

6. Control your tone of voice and language.

7. Keep the focus on the topic of inquiry and complete the interview within the agreed time limit.

8. Ensure proper recording.

9. Ensure all questions were asked, appreciate the respondent, and ask them if they have

any questions.

After the interview

1. Make sure the interview was properly recorded and make additional notes if needed.

2. Organize your interview responses from unstructured and semi-structured interviews.

3. Responses from structured interviews need to be entered into a data analysis program.

4. Get ready for data analysis.

Checklist for Conducting Interviews:

- Have you identified research questions that will be adequately addressed by using interviews?

- Have you chosen an appropriate type of interview?

- Have you selected an interviewer?

- Have you prepared the list of questions?

- Have you tested the interview questions?

- Have you decided on the setting of interviews and how responses should be recorded?

- Have you contacted your respondents and set up appointments?

- Have you obtained enough data for analysis?

Contexts in which Interviews can be used:

Employment, Psychology, Research (Academic, Professional, Marketing), Journalism and other media. Legal Matters, Enquiries etc

What is the purpose of using interviews as a research method?

Interviews are most effective for qualitative research. They help you explain better, and explore research subjects' opinions, behavior, experiences, etc. Interview questions are usually open-ended questions so that in-depth information will be collected.

Also, Interviews are designed to collect a richer source of information from a small number of people about:

- Attributes

- Behavior

- Preferences

- Feelings

- Attitudes

- Opinions

- Knowledge

Qualitative and Quantitative Interview

The primary difference between qualitative and quantitative interviewing is that ‘qualitative interviews are in-depth and open-ended questions’ while ‘quantitative interviews focus on measurable data and facts’ and mainly closed-ended questions[9].

Advantages of Interview

1. Opportunity for feedback – an interviewer can provide direct feedback to the respondent and give clarifications.

2. Probing Complex Answers - interviewers can investigate if the respondent’s answer is too brief or unclear.

3. Length of an interview – if the questionnaire is very lengthy, the personal interview is the best technique for getting information from respondents.

4. The presence of the interviewer makes it lively and understandable.

5. It develops a relationship between the interviewer and the interviewee which can be helpful in t subsequent tasks in the future.

6. It helps to collect accurate information beyond the questionnaire.

7. Sufficient information is guaranteed.

8. Time-saving: An interview can help to save time to select the best suitable candidate. Within a very short time, communication can be accomplished with the interview.

9. Cost-effective where the respondent is within the locality.

10. It Increases the knowledge of the interviewer and the respondent.

Limitations of an interview as a method of data collection in research

Despite it is a very good way of gathering information, it is limited in some areas.

1. Multiple respondents must be interviewed which is time-consuming.

2. The record may be missing or device used to record may fail without knowing.

3. Lack of attention: Much attention is required for a good interview. But sometimes it is observed that both the interviewer and the interviewee are less attentive.

4. Disappointment: There can be time disappointment.

5. An interviewee may be disappointed if some questions are insultive or the interviewer is encroaching into the respondent’s privacy.

6. Time-consuming: Time constraint is one of the major limitations of the interview process. Preparation for the interview, taking interviews and interpretation of the responses required much time, which makes the interview method time-consuming.

7. The interviewer may be biased: there is a possibility that the interview process is being influenced.

8. Costly: generally, the interview method is expensive. The interviewer may have to travel to another location to meet with the interviewee.

9. Inefficiency of the interviewer: Interview is a systematic process of data collection. The success of an interview depends on the efficiency of the interviewer. Inefficiency on the part of an interviewer can lead to misleading results.