Research Methodology - Part 2

Question 1

What is the Interview Method?

Answer 1

• Relies on asking questions in order to collect data.
  
  • It can involve two or more people, one of which is the interviewer.
  • There are three types:
    ○ Structured interviews
    ○ Semi - structured interviews
    ○ Unstructured interviews.

Question 2

What is structured interview?

Answer 2

a. Involve the use of a set of predetermined questions and of highly standardised techniques of recording.
b. Often close-ended.
c. Either be yes or no or multiple choice.
d. They are a predominantly qualitative tool.
e. Allows to see patterns of responses.
f. Easily compare the responses.
g. Reduce research bias, and increase reliability and validity.
h. However, they are overly formal and has limited scope.

Question 3

What is semi-structured interview?

Answer 3

2. Semi - structured interviews:
   a. Structured + unstructured interviews
   b. The interviewer has a general plan, but don’t follow that phrasing or order.
   c. They are open-ended and flexible, but follow a predetermined thematic framework.
   d. However, if questions differ substantially, it is difficult to look for patterns.
   e. Leads to less generalisability and validity of results.

Question 4

What is unstructured interview?

Answer 4

a. Most flexible type of interview.
b. No set order of questions.
c. The interviewer can process spontaneously, based on the participants previous answers.
d. This flexibility - gather detailed information of topic.
e. Allows to observe patterns
f. It can also be challenging to conduct properly.
g. The interviewer must be careful to not ask leading questions as biased responses will lead to lower reliability and invalidate research.

Question 5

What is a Case Study in Research?

Answer 5

• Detailed study of a specific subject.
  
  • Involves mostly qualitative methods.
    They are good for describing, comparing, evaluating and understanding different aspects of research problem.

Question 6

What is a questionnaire in research?

Answer 6

• List of items or questions used to gather data from respondents.
  
  • Used to collect quantitative and/or qualitative.
  • Commonly used in market research (feedback, customer reviews)
  • Types:
    ○ Self-administered questionnaires
    Researcher-administered questionnaires.

Question 7

What is self-administered questionnaire?

Answer 7

a. They can be delivered online or in paper-pen formats.
b. All questions are standardised.
c. They are cost effective
d. Can be administered for small and large groups.
e. Anonymous, suitable for sensitive topics.
f. Can be done at own pace.
g. Limited for those with language or verbal issues.
h. Susceptible to non-response bias (incomplete questionnaire)

Question 8

What is researcher-administered questionnaire?

Answer 8

a. They are interviews taken in phone, person, online
b. Helps ensure that the respondents are representative of your target audience.
c. Allows room for clarifications
d. Have higher response rates.
e. It can be time consuming
f. More difficult if qualitative data
g. Likely to encourage social desirability bias in responses because of lack of anonymity.