Interviews

Question 1

Interview

Answer 1

Guided, purposeful conversation between two or more people

Question 2

Unstructured interview

Answer 2

The interviewer does not enter the interview setting with a planned sequence of questions to be asked of the respondent

Question 3

Structured interviews

Answer 3

Conducted when it is known at the outset what information is needed
The interviewer has a list of predetermined questions to be asked of the respondents.

Question 4

Semi-structured interviews

Answer 4

Most questions are set but it can also be diverted thus is it an open interview, allowing new ideas based on what candidates say.

Question 5

Bias

Answer 5

Any error that creeps into the information gathered.

Question 6

Bias frequently occur because

Answer 6

The researcher phrases the question in a particular way.
The researcher inflects the voice in a particular manner
The respondent provides an answer that she/he believes is what the researcher would like to hear, even though it is not factual

Question 7

Bias can be reduced by

Answer 7

Choosing the appropriate environment in which the interview is conducted
Establishing trust with the respondent
Phrasing questions so that they do not lead the interviewee to respond in a particular manner
Clarifying issues when the respondent seems confused
Not coming across as evaluative or judgemental
Not placing special emphasis on specific words

Question 8

Personal interview advantages

Answer 8

Can clarify doubts about the questionnaire
Can pick up non-verbal cues
Relatively high response/cooperation
Special visual aids and scoring devises can be used

Question 9

Personal interview disadvantages

Answer 9

High costs and time-intensive
Geographical limitations
Response bias
Some respondents are unwilling to talk to strangers
Trained interviewers

Question 10

Telephone interview advantages

Answer 10

Discomfort of face to face is avoided
Faster
Lower cost

Question 11

Telephone interview disadvantages

Answer 11

Interview length must be limited
Low response rate
No facial expressions / body language

Question 12

Self-administered interviews advantages

Answer 12

Lowest cost option
Expanded geographical coverage
Requires minimal staff
Perceived as more anonymous

Question 13

Self-administered interviews disadvantages

Answer 13

Low response rate in some modes
No interviewer intervention possible for clarification
Cannot be too long or complex
Incomplete surveys

Question 14

Focus group (group interview)

Answer 14

Generally 6-8 members

Moderator leading the discussions on a particular topic, concept, or product

Question 15

Expert panel (group interview)

Answer 15

A group of people specifically convened by the researcher to elicit expert knowledge and opinion about a certain issue

Question 16

Group interview advantages

Answer 16

Time & cost-efficient
Different opinions can stimulate a deeper discussion on the research topic
The creativity of the group can be used to generate new ideas

Question 17

Group interview disadvantages

Answer 17

More experienced moderator needed to lead the discussion
Peer/group pressure can provoke socially-expected answers
Dominant respondents can influence the opinion of the group, and thus overshadow individual opinions