Interview Research

Question 1

What is the most widely used method of obtaining information from people in all fields?

Answer 1

Interview

Question 2

What are limitations to the direct nature of the interview method?

Answer 2

Sometimes directness of questions can compromise truthful answers to sensitive topics although this can be alleviated through skilled interviewing

Question 3

What are strengths of interview research?

Answer 3

1. Yields a large amount of information
2. Can be flexible and adapted to situations
3. Can be used when no other methods is possible (e.g., young children).

Question 4

What is the major shortcoming of interview research?

Answer 4

Time-consuming = 1-2 hours from one individual. If a more economical method can be used, use it.

Question 5

What are potential impacts of interviewer characteristics?

Answer 5

1. Can sometimes bias results
2. Training interviewers is important
3. Women have been shown to be better than men
4. Married men are better than single women.

Question 6

What considerations need to be taken with interview research (because information is coded and analyzed)?

Answer 6

Interviews are subject to same issues of reliability, validity and objectivity as other instruments since

Question 7

What are the 3 main purposes of interview research?

Answer 7

1. exploratory to identify variables and relationships
2. main instrument – questions relate to variables being investigated
3. supplement to other methods – follow-up, validate other methods, go deeper, understand reasons for responses

Question 8

How does the concept of reliability apply to interview research?

Answer 8

1. Interviewers may be inadequately trained.

2. Questions may be asked unambiguously

Question 9

How does the concept of validity apply to interview research?

Answer 9

1. Must aim to eliminate interviewer bias

2. Questions must be tested for unknown biases

Question 10

What are characteristics of a structured (standardized) interview?

Answer 10

Carefully prepared schedules, interviewers rarely deviate

Question 11

What are characteristics of an unstructured (unstandardized)

Answer 11

More flexible and open, no schedule used – depth interviews, useful for exploratory studies

Question 12

More flexible and open, no schedule used – depth interviews, useful for exploratory studies

Answer 12

1. face sheet (ID info)
2. census-type (sociological info)
3. problem info

Question 13

What are fixed alternative schedule items?

Answer 13

Closed or poll questions (Yes, No, Maybe) –

Question 14

What are strengths of closed-ended schedule items?

Answer 14

1. Provides greater uniformity, but more superficiality and forced responses
2. Can use probes after the question to elicit more information

Question 15

What are open-ended schedule items?

Answer 15

Supply a frame of reference, but minimum restraint on answers

Question 16

What are strengths of open-ended schedule items?

Answer 16

1. Flexible, interviewer can clear up misunderstandings

2. Can suggest possibilities of relationships and hypotheses

Question 17

What are limitations of open-ended schedule items?

Answer 17

Can be difficult to get same info from all respondents

Question 18

What is a funnel in interview research?

Answer 18

Set of questions about an important topic – starts broad and then narrows

Question 19

What are criteria/guidelines of question writing?

Answer 19

1. Question should be related to the research problem and objectives
2. Appropriateness of question type – closed vs. open
3. Clear and unambiguous
4. Avoid leading questions
5. Do not demand knowledge that the subject does not have
6. Sensitive or delicate material may increase respondent resistance
7. Avoid questions loaded for social desirability

Question 20

What are advantages of self-administered questionnaire (when closed questions)?

Answer 20

1. Uniformity for analysis
2. Anonymity may breed honesty
3. Can be mailed (but mailing is generally a bad choice)

Question 21

What are advantages of self-administered questionnaire (when mailed)?

Answer 21

1. Low rate of return
2. Not uniform (no interviewer present to clear up inconsistencies)
3. Closed-item weakness applies

Question 22

What is focus group/group interviewing?

Answer 22

Interviewing 2 or more people at the same time

Question 23

How many people should focus group/group interviewing include at once?

Answer 23

Size of group should be big enough to generate diverse views, but small enough to be manageable – 7-10 people so all can participate

Question 24

What should the moderator of a group interview do?

Answer 24

Keep everyone on-topic, but not solicit answers directly

Question 25

What are advantages of focus group/group interviewing?

Answer 25

1. Low cost 2. Quick 3. Generates hypothesis for future research 4. Client (manufacturer) can be active in the process 5. Flexible

Question 26

What are disadvantages of focus group/group interviewing?

Answer 26

1. Does not produce concrete information 2. Unstandardized results 3. A few individuals typically dominate conversation