agenda exploratory research –depth interviews midterm both text and lecture (and library class)...
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AgendaAgenda
Exploratory Research–Depth Interviews
midtermmidterm 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
Focus groupsFocus groups
A group interview
Focus groups and Depth Focus groups and Depth InterviewsInterviews Group interaction Group/peer pressure Respondent competition Influence Subject sensitivity Interviewer fatigue Amount of information Stimuli Interviewer schedule
Depth InterviewsDepth Interviews
INTERVIEW TYPESINTERVIEW 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”)
Structured InterviewsStructured Interviews
advantages over written survey– can ask illiterates
– respondents can ask for clarification of question
– “while you wait” responses
Structured InterviewsStructured Interviews
– can record unexpected answers
– can record more open-ended responses
– less leading than written survey
Structured InterviewsStructured Interviews
advantage over other types of interviews: best for large scale studies– can use assistants– responses can be more easily
recorded and statistically analyzed
Structured InterviewsStructured Interviews
disadvantage– have to ask the right questions– categories imposed by researcher
Unstructured InterviewsUnstructured Interviews
Advantagesdisadvantages
TriangulationTriangulation
with surveyswith participant observation
Funnel MethodFunnel Method
let respondent do all the talkingcan be a diagnostic interviewthe idea is to let the subject direct
the interview.
Inverted funnel methodInverted 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
INTERVIEW TECHNIQUEINTERVIEW TECHNIQUE
silent probeencouragement probeimmediate elaborationimmediate clarificationretrospective elaborationrecapitulation proberetrospective clarification
INTERVIEW TECHNIQUEINTERVIEW TECHNIQUE
echo probereflective probeinterpretive probesummary probemutation
INTERVIEW TECHNIQUEINTERVIEW TECHNIQUE
probes must probeformulate question before speakingkeep questions simple
– no preface– do not give respondent your lit review
note taking controls flow
INTERVIEW ISSUESINTERVIEW ISSUES
avoid leading questionsavoid ritual agreementmonitor the universe of discourse
INTERVIEW ISSUESINTERVIEW ISSUES
avoid leading questionsavoid ritual agreementmonitor the universe of discourse
Universe of DiscourseUniverse of Discourse
INTERVIEW ISSUESINTERVIEW ISSUES
avoid leading questionsavoid ritual agreementmonitor the universe of discourseobserve body language
INTERVIEW ISSUESINTERVIEW ISSUES
avoid leading questionsavoid ritual agreementmonitor the universe of discourseobserve body languageconvey expectation of cooperation
INTERVIEW ISSUESINTERVIEW ISSUES
avoid leading questionsavoid ritual agreementmonitor the universe of discourseobserve body languageconvey expectation of cooperationavoid unprofessional statements
To Tape or Not to TapeTo 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
IF Using a Tape RecorderIF Using a Tape Recorder
tell respondent who will have access to tape
erase tape as soon as transcribedplace recorder in obvious place
– you can turn off/on; confirm working...– no question of subterfuge
IF Using a Tape RecorderIF 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
WhoWho
does this person have access to information that you want?
approaching interviewees & their organizations
WhenWhen
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
WhereWhere
respondent’s place of businessrespondent’s homeneutral spot
WhatWhat
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
The interview blueprint should The interview blueprint should guide you, not confine youguide you, not confine you
Sample Interview BlueprintSample Interview BlueprintResearchQuestion orObjective
InterviewQuestion
Probes
Describe thecharacteristicsof our currentcustomerspreferredcookie?
Describe the“perfect”chocolate chipcookie.
How big would itbe?Hard? Soft?Big chips orlittle chips?
Who is the “endconsumer” ofthe purchasedcookie?
You bring thecookies homefrom the store.Who eats them?
Who eats themost ____ or____? How oldis ____?
ResearchQuestion
InterviewQuestion
Probes
Who factorsinfluence thepurchasingdecision?
You’re standing infront of thedisplay ofcookies—tell mewhat’s goingthrough yourmind?
What else?And then…Check for $,nutrition, familypreferences…
Estimateadvertising recallours versuscompetition
When I say“cookie ads” whatis the first thingthat pops intoyour mind?
Can you give memore details?Why do you thinkyou remember it?
WhatWhat
interview guide– questions simply worded– listed in order– key points of introduction & conclusion– leave space for notes
InterviewQuestion
Probes Notes:
Describe the“perfect”chocolate chipcookie.
How big would itbe?Hard? Soft?Big chips or littlechips?
You bring thecookies homefrom the store.Who eats them?
Who eats themost ____ or____? How old is____?
Sample Interview GuideSample Interview Guide
InterviewQuestion
Probes Notes:
You’re standing infront of thedisplay ofcookies—tell mewhat’s goingthrough yourmind?
What else?And then…Check for $,nutrition, familypreferences…
When I say“cookie ads” whatis the first thingthat pops intoyour mind?
Can you give memore details?Why do you thinkyou remember it?
Additional comments:
The interview blueprint and The interview blueprint and interview guides should serve as interview guides should serve as a road map. They can be used a road map. They can be used when you feel you are getting lost when you feel you are getting lost and to keep you focused on your and to keep you focused on your destination….destination….
But, remember, that sometimes But, remember, that sometimes the scenic route provides the scenic route provides surprising discoveries.surprising discoveries.
Interview ProcedureInterview Procedure
phone ahead to confirm appointmentwhen 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)
Interview ProcedureInterview 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?”
Interview ProcedureInterview 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
Interview ProcedureInterview 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
TranscriptionTranscription
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 standardchoose coding conventions
AnalysisAnalysis
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
Neuman’s (1997) process of Coded Neuman’s (1997) process of Coded Analysis of qualitative dataAnalysis of qualitative data
Thematic Conceptualization Open Coding Axial Coding Selective Coding
Step 1: Step 1: Thematic ConceptualizationThematic Conceptualization
Begin the analysis with a tentative list of concepts that may be supplemented or discarded as the coding continues (Miles & Huberman, 1994).
Step 2: Step 2: Open codingOpen coding
The first pass through data in an attempt to formulate several general categories of responses
within themes.
Step 3:Step 3:Axial CodingAxial 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.
Step 4: Step 4: Selective CodingSelective 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.
Guidelines for qualitative data collectionGuidelines for qualitative data collection
Triangulate data by using various types of data collection.
Clearly separate description from judgment.Be cognizant of trust and rapport issues.
Electronic Data Analysis ResourcesElectronic Data Analysis Resources
http://www.qsr.com.au/home.asp
http://www.alberta.ca/~jnorris/qda.html
http://www.atlasti.de/
QDA SoftwareQDA Software
NUD*ISTSPSS QualitativeThe ObserverCAQDAS Network (Computer Assisted
Qualitative Data Analysis Software)
ReferencesReferences
Gay, L.R. (1996). Educational Research. Columbus: Merrill.
Miles, M. & Huberman, A.M. (1994). Qualitative Data Analysis. Thousand Oaks: Sage.
Neuman, W.L. (1997). Social Research Methods. Toronto: Allyn & Bacon.