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INTERVIEWS
Presenters:
Robert Farnsworth
Roshani Shrestha
Ardis Holldorsdottir
Hannah Schechter
Introduction
Benney and Hughes (1970) stated
that “An interview is the “favored
digging tool” of social researchers.
They rely largely on verbal
accounts to learn about social life.”
(as cited in Taylor and Bogdan, 1998. p. 87).
Historical Men…
Charles Booth 1840-1916
-Combined census data with interviews,
observations and notes from
the London School Board
-Determined social class
-Produced poverty maps of London
Sigmund Freud 1856-1939
-Psychoanalysis
More Historical Men…
William Isaac Thomas 1863-1947
-Studied in Germany
-Interests in ethnography
-Studied Polish immigrants
-Wrote book with Florian Znaniecki
“The Polish Peasant”
George Gallup 1901-1984
-The Gallup Poll
-Interviewing public opinion
-Global survey in 1976 of
Quality of life around the world
-Market research
Original & Current
Techniques
Past- War
Torture & Interrogation
Present- Ahhhh- War….
Torture & Interrogation
Disciplines Conservation Social Sciences
 Landscape Architecture
 Sociology
 Anthropology
 Psychology
 Education
 Business
 Media
 Medicine
• War
Types of
Interviews
Structured Interviews
Semi-structured Interviews
Unstructured Interviews
Structured Interviews
Quantitative Approach
Definition
Interviewer gives a set of predetermined
questions or “probes” to the interviewees
Aim
Measures facts, attitudes, knowledge, behavior
Finding accurate information
without influences from
the researcher
Structured Interviews
Relationship between interviewer and
interviewee
Minimize interaction
No distractions
No flexibility
strict control over interview
Structured Interviews
Concern While Conducting Interviews
Keeping control of how questions are
asked
Using the same questions for all
interviewees
Following a fixed order
Using a rating scale or tick box
Ethical considerations
Structured Interviews
Strengths
Control
Reliability
Speed
Structuring
reduces variability
Efficient use of
time
Weaknesses
Close of theoretical
avenues
Limit freedom to talk
Miss what
interviewees think is
important
Does not allow
complexity of
answers
Structured Interviews
Quality of Data
Framing interview with tactics
Data collection process
Interpreting interview
Types of Interviews
Telephone
Face-to-face
Mail (usually associated
with survey research
Structured InterviewsTypes of characteristics Face to face interviews Telephone interviews Mail interviews
Definition Type of interview where
the interviewer has direct
contact with the
interviewee
Type of interview where
the interviewer has an
indirect contact with the
interviewee.
Type of interview where
the interviewer doesn’t
have any contact with the
interviewee.
Quality of data Trained interviewer Trained interviewer Well defined and
administrated questionnaire
Sampling From telephone or address From a telephone directory From a complete list of
population
Data collection The interviewer contacts
each member of the sample
to conduct the interview in
person
People are interviewed at
the time of the first phone
call or at another , more
convenient time
Eachh member of the
sample receives a notice
letter in advance, followed
by a questionnaire. Then
within a week they receive
a postcard reminder
Data recording Video, tape recorder, notes Tape recorder Questionnaire
Involvement of researcher The researcher has direct
contact with the
interviewee, but does not
influence the interview
The researcher has phone
contact with the
interviewee.
The researcher is
completely separated from
the interviewee
Strength Enables the interviewer to
establish rapport with the
respondent
Less costly than personal
interview
Produce results quickly
The interviewer has control
of the interview
More effective when the
number of the questions is
relatively small and time
available to gather data is
short
Do not need trained
interviewers
Minimize sampling error at
relative low cost
Weaknesses Higher cost of the survey
Expensive
Time consuming
Not all people have
telephone
Telephone directories
could be incomplete
Necessity of
knowledgeable supervisor
They are sensitive to non
coverage error
Some people are less likely
to respond to the
questionnaire than others
The researcher has little
control over what happens
to the questionnaire after it
is mailed.
Semi-Structured
Interviews
Everyone gets the same questions
asked, but there is flexibility in how they
are asked.
Particularly useful for exploring the
views of a subject towards
something
Semi-Structured
Interviews
Strengths
Well suited for exploring attitudes, values, beliefs, and
motives…. Sensitive areas (Barriball, 1993)
Non-verbal indicators assist in evaluating
truthfulness/validity and urgency (Farnsworth, 2006)
Facilitates getting every question answered
Ensures the respondent is working on his/her own
Can potentially increase response rate…
Semi-Structured
Interviews
Weaknesses
‘Equivalence of meaning’ difficulties may arise
‘Preferred social response’
Non-response/particular groups being unrepresented
Invasion of privacy
Extenuating circumstances
Prejudices, stereotypes, appearances and/or
perceptions of researcher may alter response
Semi-Structured
Interviews
Getting Beyond the Constraints
Constructing the questionnaire is critical
(Lazarsfeld, 1954)
All questions must comply with three
principles
Specification
Division
Tacit Assumption
Semi-Structured
Interviews
Training for the interviews
Developing competency and
understanding of the study
Developing an awareness
of potential errors or biases
Unstructured
InterviewsAlso known as…
Qualitative interviewing
Non-directive interviewing
Non-standardized interviewing
Open-ended interviewing
In-depth interviewing
Unstructured
InterviewsQualitative approach
Definition
“…repeated face-to-face encounters
between the researcher and the informants
directed toward understanding informants’
perspective on their lives, experiences, or
situations as expressed in their own words”
(Taylor & Bogdan, 1998, p. 88)
Unstructured
InterviewsAim/Logic
Learn what is…
Important to the participants
What meaning the phenomenon under study has to them
Their point of view
Their understanding and experiences
Types of in-depth interviews
Life History
Learn about events and activities that cannot be observed
directly
To yield a broad picture of a range of settings, situations, or
people
Group interviews
Unstructured
InterviewsCreate trust between researcher and
participant
Anonymity and confidentiality
Follow cultural rules
“nice and gentle”
Show interest
Be understanding
Unstructured
InterviewsTo conduct a good interview
You need to…
Be nonjudgmental
Ask open questions
Allow people to speak
Be a good listener
Tolerate the silence
Probe when it is appropriate
Make sure you have the right
understanding
Unstructured
InterviewsStrengths
Rich data
Understand what is
important to the
participant
General understanding
of provided when little
is know about the issue
Important concepts are
uncovered that can
eventually guide future
enquiries
Weaknesses
People say and do
different things in
different situations
Language barriers
Time consuming
Researcher’s bias
Little control
Attention not focused
on a given issue
Very little factual
information provided
Ethics
Informed consent
Make sure the participants understand
what the research is for and where it will
be published
Protecting participants by changing
names and places when necessary
Nonjudgmental interviewers
Trustworthy interviewers
Confidentiality
Member-checking
Examples in CSS
Alicia De la Cruz-Novey
Peruvian Tourism
Comparing three protected areas- rainforest, coast, and
highlands
Semi-structured interviews & archival data
How tour operators and local tourist initiatives can reduce negative
impacts on the ecosystem
Questionnaires & archival data
Evaluate socioeconomic changes in communities with tourism plan
Questionnaires, archival data, & literature analysis
Evaluation of the cost and effectiveness of different types of
participation for the development and implementation of tourism
plans
Examples in CSS
Shannon Amberg
Perception of risks and benefits
of eating fish
Will use semi-structured
interviews to understand how
media affects people’s choices
Will use the results to write a
survey
Conclusion
Remember… Be like Oprah!
Current Techniques
Interviewing for dating services…
And now for some
dating fun...

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Interviews

  • 2. Introduction Benney and Hughes (1970) stated that “An interview is the “favored digging tool” of social researchers. They rely largely on verbal accounts to learn about social life.” (as cited in Taylor and Bogdan, 1998. p. 87).
  • 3. Historical Men… Charles Booth 1840-1916 -Combined census data with interviews, observations and notes from the London School Board -Determined social class -Produced poverty maps of London Sigmund Freud 1856-1939 -Psychoanalysis
  • 4. More Historical Men… William Isaac Thomas 1863-1947 -Studied in Germany -Interests in ethnography -Studied Polish immigrants -Wrote book with Florian Znaniecki “The Polish Peasant” George Gallup 1901-1984 -The Gallup Poll -Interviewing public opinion -Global survey in 1976 of Quality of life around the world -Market research
  • 5. Original & Current Techniques Past- War Torture & Interrogation Present- Ahhhh- War…. Torture & Interrogation
  • 6. Disciplines Conservation Social Sciences  Landscape Architecture  Sociology  Anthropology  Psychology  Education  Business  Media  Medicine • War
  • 8. Structured Interviews Quantitative Approach Definition Interviewer gives a set of predetermined questions or “probes” to the interviewees Aim Measures facts, attitudes, knowledge, behavior Finding accurate information without influences from the researcher
  • 9. Structured Interviews Relationship between interviewer and interviewee Minimize interaction No distractions No flexibility strict control over interview
  • 10. Structured Interviews Concern While Conducting Interviews Keeping control of how questions are asked Using the same questions for all interviewees Following a fixed order Using a rating scale or tick box Ethical considerations
  • 11. Structured Interviews Strengths Control Reliability Speed Structuring reduces variability Efficient use of time Weaknesses Close of theoretical avenues Limit freedom to talk Miss what interviewees think is important Does not allow complexity of answers
  • 12. Structured Interviews Quality of Data Framing interview with tactics Data collection process Interpreting interview Types of Interviews Telephone Face-to-face Mail (usually associated with survey research
  • 13. Structured InterviewsTypes of characteristics Face to face interviews Telephone interviews Mail interviews Definition Type of interview where the interviewer has direct contact with the interviewee Type of interview where the interviewer has an indirect contact with the interviewee. Type of interview where the interviewer doesn’t have any contact with the interviewee. Quality of data Trained interviewer Trained interviewer Well defined and administrated questionnaire Sampling From telephone or address From a telephone directory From a complete list of population Data collection The interviewer contacts each member of the sample to conduct the interview in person People are interviewed at the time of the first phone call or at another , more convenient time Eachh member of the sample receives a notice letter in advance, followed by a questionnaire. Then within a week they receive a postcard reminder Data recording Video, tape recorder, notes Tape recorder Questionnaire Involvement of researcher The researcher has direct contact with the interviewee, but does not influence the interview The researcher has phone contact with the interviewee. The researcher is completely separated from the interviewee Strength Enables the interviewer to establish rapport with the respondent Less costly than personal interview Produce results quickly The interviewer has control of the interview More effective when the number of the questions is relatively small and time available to gather data is short Do not need trained interviewers Minimize sampling error at relative low cost Weaknesses Higher cost of the survey Expensive Time consuming Not all people have telephone Telephone directories could be incomplete Necessity of knowledgeable supervisor They are sensitive to non coverage error Some people are less likely to respond to the questionnaire than others The researcher has little control over what happens to the questionnaire after it is mailed.
  • 14. Semi-Structured Interviews Everyone gets the same questions asked, but there is flexibility in how they are asked. Particularly useful for exploring the views of a subject towards something
  • 15. Semi-Structured Interviews Strengths Well suited for exploring attitudes, values, beliefs, and motives…. Sensitive areas (Barriball, 1993) Non-verbal indicators assist in evaluating truthfulness/validity and urgency (Farnsworth, 2006) Facilitates getting every question answered Ensures the respondent is working on his/her own Can potentially increase response rate…
  • 16. Semi-Structured Interviews Weaknesses ‘Equivalence of meaning’ difficulties may arise ‘Preferred social response’ Non-response/particular groups being unrepresented Invasion of privacy Extenuating circumstances Prejudices, stereotypes, appearances and/or perceptions of researcher may alter response
  • 17. Semi-Structured Interviews Getting Beyond the Constraints Constructing the questionnaire is critical (Lazarsfeld, 1954) All questions must comply with three principles Specification Division Tacit Assumption
  • 18. Semi-Structured Interviews Training for the interviews Developing competency and understanding of the study Developing an awareness of potential errors or biases
  • 19. Unstructured InterviewsAlso known as… Qualitative interviewing Non-directive interviewing Non-standardized interviewing Open-ended interviewing In-depth interviewing
  • 20. Unstructured InterviewsQualitative approach Definition “…repeated face-to-face encounters between the researcher and the informants directed toward understanding informants’ perspective on their lives, experiences, or situations as expressed in their own words” (Taylor & Bogdan, 1998, p. 88)
  • 21. Unstructured InterviewsAim/Logic Learn what is… Important to the participants What meaning the phenomenon under study has to them Their point of view Their understanding and experiences Types of in-depth interviews Life History Learn about events and activities that cannot be observed directly To yield a broad picture of a range of settings, situations, or people Group interviews
  • 22. Unstructured InterviewsCreate trust between researcher and participant Anonymity and confidentiality Follow cultural rules “nice and gentle” Show interest Be understanding
  • 23. Unstructured InterviewsTo conduct a good interview You need to… Be nonjudgmental Ask open questions Allow people to speak Be a good listener Tolerate the silence Probe when it is appropriate Make sure you have the right understanding
  • 24. Unstructured InterviewsStrengths Rich data Understand what is important to the participant General understanding of provided when little is know about the issue Important concepts are uncovered that can eventually guide future enquiries Weaknesses People say and do different things in different situations Language barriers Time consuming Researcher’s bias Little control Attention not focused on a given issue Very little factual information provided
  • 25. Ethics Informed consent Make sure the participants understand what the research is for and where it will be published Protecting participants by changing names and places when necessary Nonjudgmental interviewers Trustworthy interviewers Confidentiality Member-checking
  • 26. Examples in CSS Alicia De la Cruz-Novey Peruvian Tourism Comparing three protected areas- rainforest, coast, and highlands Semi-structured interviews & archival data How tour operators and local tourist initiatives can reduce negative impacts on the ecosystem Questionnaires & archival data Evaluate socioeconomic changes in communities with tourism plan Questionnaires, archival data, & literature analysis Evaluation of the cost and effectiveness of different types of participation for the development and implementation of tourism plans
  • 27. Examples in CSS Shannon Amberg Perception of risks and benefits of eating fish Will use semi-structured interviews to understand how media affects people’s choices Will use the results to write a survey
  • 30. And now for some dating fun...