Business Research Methods, 9th ed.Chapter 18

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William G. Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griffin

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Business Research Methods, 9th ed.Chapter 18

  1. 1. Business Research Methods William G. Zikmund Chapter 18: Fieldwork
  2. 2. Fieldworker
  3. 3. Who Conducts Fieldwork? FIELD-FIELD- WORKERSWORKERS FIELD INTERVIEWINGFIELD INTERVIEWING SERVICESERVICE IN-HOUSEIN-HOUSE INTERVIEWERSINTERVIEWERS •BRIEFING SESSIONSBRIEFING SESSIONS
  4. 4. In-House Training MAKING INITIALMAKING INITIAL CONTACTCONTACT PROBINGPROBING RECORDINGRECORDING RESPONSESRESPONSES ASKINGASKING QUESTIONSQUESTIONS TERMINATINGTERMINATING INTERVIEWSINTERVIEWS
  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. SILENTSILENT PROBEPROBE REPEAT REPLYREPEAT REPLY NEUTRALNEUTRAL QUESTIONQUESTION REPEAT QUESTIONREPEAT QUESTION Probing Tactics
  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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