Research Methods William G. Zikmund, Ch18

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Research Methods
William G. Zikmund

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Research Methods William G. Zikmund, Ch18

  1. 1. BusinessResearch Methods William G. Zikmund Chapter 18: Fieldwork
  2. 2. Fieldworker
  3. 3. Who Conducts Fieldwork? FIELD INTERVIEWING SERVICEFIELD-WORKERS IN-HOUSE INTERVIEWERS •BRIEFING SESSIONS
  4. 4. In-House TrainingMAKING INITIAL RECORDING CONTACT RESPONSES PROBING ASKING TERMINATING QUESTIONS INTERVIEWS
  5. 5. Making Initial Contact and Securing the Interview• “Good afternoon, my name is…”• Foot-in-the-door• Door-in-the-face
  6. 6. Asking the Questions• Exactly as worded• Read slowly• Questions in the proper order• Ask every question• Repeat questions that are not understood
  7. 7. Probing• Verbal attempts made by a field-worker when the respondent must be motivated to communicate his or her answers more fully• Probes enlarge and clarify
  8. 8. Probing Tactics SILENT PROBEREPEAT QUESTION REPEAT REPLY NEUTRAL QUESTION
  9. 9. Recording the Response
  10. 10. Terminating the Interview• How to close interview and exit household is important• Reinterviewing may be required
  11. 11. Fieldwork Management • Select • Train • Supervise • Control
  12. 12. Interviewer Cheating• Filling in fake answers or falsifying interviews• Verification by reinterview

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