2. Characteristics
of Depth Interviews (DI)
Techniques and Applications DI
Advantages and Disadvantages of DI
Case Study
Review on DI
3. The in-depth interview, while focused, is
discursive and allows the researcher and
respondent latitude to explore an issue
within the framework of a guided
conversation.
4. Requirement of detailed
information(thoughts, behaviors new issues).
To answers the questions „What‟ and „How‟ .
For example, you may have measured an
increase in youth visits to a clinic, and through indepth interviews you find out that a
youth noted that she went to the clinic because she
saw a new sign outside of the clinic
advertising youth hours. You might also interview a
clinic staff member to find out their
perspective on the clinic‟s “youth friendliness.”
5. non – disguised Qualitative Research
Procedure
One-to-one intense interviewing interaction
Small number of respondents
Structured & Unstructured
Used to explore ideas, situations or
programs
A
6. Conversational
and Engaging
Non Disguised Qualitative Research
Can Inductive or Deductive
Open Ended Questions
Seek understanding & Interpretation
Record Reflections
7. Exploring
the boundaries of a problem.
Obtaining context for a problem or issue.
Evaluating potential solutions.
Managing the research process by
supporting the interpretation of results from
surveys and other quantitative methods.
8. Interviewing
the faculty, staff, students, or
others at CUIM about their experiences or
expectations related to the program.
• Their thoughts on
Program operations & innovations
Processes followed
Satisfactory Outcomes
Changes they see within themselves as a result of
being associated with it
9.
Problem Identification & Planning:Define the purpose of the interview
Structure the interview
Script the interview
Prepare the respondent
Develop Instruments
Train Data Collectors
Collect Data
Analyze Data
Determine Findings
10. Identify
Stakeholders
Identify the information you want
List the stakeholders to be interviewed
Ensure that your research follows ethical
standards
11. Develop
your interview protocol
• What to say to interviewees when:
Setting up the interview
Beginning the interview
• What to do:
During the interview
Following the interview
12. Identify
and train your interviewers
• Including
Introduction to the objectives
Review of collection techniques
Review of collection items and instruments
Practice with instruments
Skill-building exercises
Discussion of ethics
13. Set
up the interview with stakeholders
Informed consent from interviewee
Upon consent, conduct interview
Summarize data immediately after
Verify any information given
14. Review
the data
Analyze all data
• Review responses and look for patterns
• Group themes together
• Identify enthusiastic responses
15. Write
report
• Introduction
• Methods
• Results
• Conclusion
Feedback
from interviewees
Revise
Deliver
to all involved
16. When
in need of detailed information
When you want to examine thoughts and
behaviors
Should be used in place of focus groups if:
• Participants are not included
• Uncomfortable participants exist
• To distinguish individuals
17. Provides
more information than surveys
• Participants are more enthusiastic than just
answering a survey
Provides
relaxed atmosphere
• Better to talk one on one than to fill out a survey
Able
to use direct conversation vs. indirect
• On the other hand a survey is indirect
18. Bias
• Responses can be biased
Time-intensive
• A extensive amount of time involved
Training
• Interviewer must be properly trained
Not-generalizable
• Cannot generalize from those findings
You can group themes
• Due to small sampling and not using random samples
19. Reconnaissance Market Research or
ReconMR is a strong research agency
focused on enterprise clients‟ primary
research needs for strategic decisionmaking.
20. Build
an Integrated healthcare delivery
system (IHDS)
Needed a clearer picture of
• Issues
• Ongoing Trends
• Needs
• Competitors
22. Participants
were emailed & scheduled by
consulting firm
Upon consent, interviews were conducted
Summarization of data was done
immediately
Verify any information given
23. As
ReconMR is a research firm..
Data collectors were made aware of the
interview protocol
Data collectors were given training for the
web-user interface used
24. Analyze
all data
• As the research was computer based analyzing &
grouping of data was done on a computer based
platform
• Review responses i.e. find out patterns
Determining
the findings
• The patterns were converted into rich qualitative
data
25. The
DI as a Computer assisted telephone
interview
The DI was intense and One-to one
Participants were predefined
Contains factors & facts with rich
qualitative data which effects the decision
of the client
Provided insights to macro trends of clients
industries
26. Use
of collected information
• IHDS can leverage its strength on trends
• The interviews conducted informed the business
strategy recommendation
• Client can compare themselves with the
competitoirs
28. THE PROBLEM: DROP IN PROPENSITY
The Youth Attitude Tracking Study (YATS) began in 1975 - a complex
telephone survey of 16-24 year-old men and women nationwide
Measure of Propensity – the inclination
a youth showed towards joining the
military or military related service in the
next few years
Fall in propensity – need for YATS
follow-up interviews
African
American
Youth
Historical
Propensity
Over 50 %
drop (1992 and
1993)
30% male
youth
Historically, the
group with
highest
enlistment
propensity
29. Selected Participants
Participant Pool
Only males, ages 1721;
White, black, or
Hispanic race/ethnic
groups; and
High school seniors,
degree graduates, or
college students
Balanced quota among the 3race/ethnic and 4
propensity groups
Joiners
Non-joiners
Shifters
Fence-sitters
Ages 17-21;
Educational level
Work status
Region of the country
40 Black
40 White
120 interviews
40 Hispanic
10 interviews per propensity group
Data Collection Timeline
Completed for white
youth by Mar 15th 1996
Data collection
commences on Dec 15th
1995
Dec 1995
Jan 1996
Feb 1996
March 1996
Completed for black
youth by May 3rd 1996
April 1996
May 1996
June 1996
Source: Itbusinessedge, Cisco
29
30. Interview Process and Data Collection
Interview Process
Standard set of questions, 45 minutes per interview
Interviewer provided with personal characteristics to familiarize
with participants.
All interviews were taped, with permission, and transcribed
Each interview was
summarized in writing by the interviewer.
Each respondent was allowed to "tell
his story" in his own order and depth
with guidance from the interviewer
Contact Procedure
Race
By Project Interviewer
Scheduled by Westat's Telephone Research Center and
forwarded to interviewer
Provide an introduction about the interview, obtain guardian's
permission for underage participant
15$ remuneration
Maximum of 7 call attempts per participant in different time
slices
Propensity Group
Joiner
NonJoiner
Shifter
Fencesitter
TOTAL
White
9
8
9
12
38
Black
10
13
8
9
40
Hispanic
10
10
11
11
42
TOTAL
29
31
28
32
120
Maximum broken appointments 3
Maximum of 5 household contacts reached
30
31. The Grounded Theory
Approach : Inductive Analysis
Transcript 2nd sweep
Hypothesis Rechecking
Analytic themes and
patterns of
differences
Transcript 1st Review
Each interviewer
reviewed their own
transcripts for analytic
themes and patterns of
differences.
Analysis on Decision
Making:
Identify major themes and
patterns that influence
youth's decision-making
processes and styles.
Systematic regularities and
variations likely to influence
decision making.
E.g.., age, race/ethnic
group, region, urban versus
rural residence,
socioeconomic status, and
college attendance.
Broad Questions on decision making
Rechecking hypothesis
on Decision Making
Established analysis
provided a logical
framework to career
centric decision making
Unpacking the meaning
of ‘propensity’:
Identify distinct
configurations of
images, social and
informational bases,
and interpretations of
military and civilian life
associated with the
different propensity
groups.
Extract the propensity
for each group
Questions on career decision making & military propensity
Source: Oracle, Ovum
31
32. Review – YATS Case Study
Information Collection
Major factors that influence the
decision making process of the
nations' youth.
Major factors that influence the
career decisions of the participant
youth
Use of Information
Insights on the factors causing
the fall in propensity
Use data for military advertising
awareness
Analyze internal factors that act
as major deterrents of
propensity among youth
Source: Supplier assessment
32
Editor's Notes
Research Methodology:The above slide gives the analysis on integration of cloud platform with other emerging technology.The data was gathered from secondary sources and validated by industry experts.Sources:http://www.cio.de/fileserver/idgwpcionew/509-magic-quadrand-or-crm-customer-service-contact-centers.pdfhttp://ww1.prweb.com/prfiles/2013/03/21/10559601/Executive%20Guide%20to%20Cloud-Based%20Contact%20Centers%202013.pdfhttp://www.cisco.com/en/US/prod/collateral/voicesw/custcosw/ccaaasbrochure.pdfhttp://www.itbusinessedge.com/slideshows/tips-for-deploying-a-social-and-multichannel-cloud-contact-center-06.htmlhttp://www.slideshare.net/Salesforce/service-cloud-transforming-customer-service-22473809http://www.eweek.com/c/a/Mobile-and-Wireless/Social-Media-Mobile-Technology-Cloud-Converging-Gartner-124988/http://www.asiacloudforum.com/content/integration-cloud-mobile-and-social-media-way-forwardGartner – 15%http://www.crmsearch.com/call-center-social-media.phphttp://blog.incontact.com/blog/donna-fluss/integrating-social-media-contact-center-workflow
Research Methodology:The above slide gives sourcing approaches by various participants of the contact center industry.The data was gathered from secondary sources and validated by industry experts.Supplier interactionSource:http://www.sitel.com/downloads/the_truth_about_global_sourcing_us_ltr_1-2010_2.pdfhttp://www.outsource2india.com/callcenter/pricing.asphttp://www.frost.com/prod/servlet/press-release.pag?docid=237030217https://www.alpineaccess.com/uploads/pdf/Downloadable_Assets/White%20Paper/Alpine_Access_Homeshore_vs_Offshore_WhitePaper_3-2012.PDF
Research Methodology:The above slide gives the analysis on emergence of cloud platform as emerging technology and its application by various companies.The data was gathered from secondary sources and validated by industry experts.Sources:http://www.apdsi.pt/uploads/news/id487/IBM%20APDSI%20Novembro%202011%20Final.pdf –http://www.bpmwatch.com/news/unilever-outsources-global-hr-processes-to-accenture /http://www.unisys.com/unisys/news/detail.jsp?id=1120000970000610148
Research Methodology:The above slide gives vendor-buyer dynamics in the contact center industry.The data was gathered from secondary sources and validated by industry experts.Source:http://kaulkin.com/connect/2012/11/29/crm-unwrapped-an-industry-adapts-to-market-conditions/Supplier InteractionPrimary Expert : PE3