Page 53 - DLIS102_LIBRARY_AND_ITS_USERS

Library and its Users

Notes Self Assessment

Fill in the blanks:
1. ...... is an important aspect of any type of survey.
2. In primary data collection, you collect the data yourself using methods such as ...... and ...... .

8.3 Interviews

Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons
and motivations for people’s attitudes, preferences or behaviour. Interviews can be undertaken on
a personal one-to-one basis or in a group.

Interviews can be conducted at work, at home, in the street or in a shopping
centre, or some other agreed location.

Personal Interview
Advantages:
• Serious approach by respondent resulting in accurate information.
• Good response rate.
• Completed and immediate.
• Possible in-depth questions.
• Interviewer in control and can give help if there is a problem.
• Can investigate motives and feelings.
• Can use recording equipment.
• Characteristics of respondent assessed – tone of voice, facial expression, hesitation, etc.
• Can use props.
• If one interviewer used, uniformity of approach.
• Used to pilot other methods.
Disadvantages:
• Need to set up interviews.
• Time consuming.
• Geographic limitations.
• Can be expensive.
• Normally need a set of questions.
• Respondent bias–tendency to please or impress, create false personal image, or end interview
quickly.
• Embarrassment possible if personal questions.
• Transcription and analysis can present problems – subjectivity.
• If many interviewers, training required.

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