6. Interviews

Question 1

An interview involves…

Answer 1

-a conversation with a defined intention - you are looking for specific information
-a purposeful exchange of meanings - (like poker cant lose face)
-a psychological experience (carefully of the reactions to your actions)
-a process of interaction between interviewee and interviewer
-NB:  various methods of questioning/ styles of meaning
 three main types of response: (i) limited, (ii) free, and (iii) defensive

Question 2

What motivation is there for participation in an interview?

Answer 2

Extrinsic Motivation:
-expectation of “reward” or “pay-off” (your help for £20 at the end of the interview)
Intrinsic Motivation:
-heart of a good interview and underlies the importance of interviewer
respondents should be encouraged, not coerced (help because you would like to )

Question 3

Dynamics of interviewing: key points

Answer 3

• Effective interviewing depends on successful interaction
• Interviewer is important link in research chain
• Selection, training and supervision important
• Strong support for “fitting” interviewers to specific interview situations
• Advisable to draw up interview profile
• Supervision should aim to motivate/build morale

Question 4

Duties of Interviewers

Answer 4

• Responsible for collecting specific data from respondents: (a) specified in random listing, or
  (b) according to quota controls
• Translate contacts into effective interviews (with random sampling, call-backs are likely)
• Secure valid and reliable answers to questions
• Be alert to dangers of bias
• Conscientiously record responses exactly as given (ensure coding of answers used correctly)
• Note useful observational data about respondents

Question 5

Interviewer Effect/Bias occurs when…

Answer 5

• influence of interviewer biases response
• interviewers misinterpret “marginal” responses, to fit their own expectations
• interviewer and intervieweediffer widely in personality, experience etc.

Question 6

Other Key Sources of Bias in Interviewing

Answer 6

• Attitude of interviewers to concept of market research
• Respondents unwilling to give correct answers (ignorance or problems of self-expression)
• Respondents give “accommodating” responses
• Sponsorship of survey normally anonymous, but respondents may suspect identity and modify answers accordingly
• Interviewers may also be influenced by suspected sponsorship
• Place and time of interview may frustrate co-operation (careful planning needed to avoid bias)