Page 88 - DLIS401_METHODOLOGY_OF_RESEARCH_AND_STATISTICAL_TECHNIQUES

Unit 5: Research Techniques and Tools

• Interviewer in control and can give help if there is a problem. Notes

• 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.
Types of Interview
Structured:

• Based on a carefully worded interview schedule.
• Frequently require short answers with the answers being ticked off.
• Useful when there are a lot of questions which are not particularly contentious or thought
provoking.
• Respondent may become irritated by having to give over-simplified answers.

Semi-structured
The interview is focused by asking certain questions but with scope for the respondent to
express him or herself at length.
Unstructured
This also called an in-depth interview. The interviewer begins by asking a general question.
The interviewer then encourages the respondent to talk freely. The interviewer uses an unstructured
format, the subsequent direction of the interview being determined by the respondent’s initial
reply. The interviewer then probes for elaboration – ‘Why do you say that?’ or, ‘That’s interesting,
tell me more’ or, ‘Would you like to add anything else?’ being typical probes.
The following section is a step-by-step guide to conducting an interview. You should remember
that all situations are different and therefore you may need refinements to the approach.

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