The document outlines the process of conducting key informant interviews (KIIs) as part of qualitative research, detailing purpose, advantages, and ethical considerations. It emphasizes the collection of in-depth, descriptive information to inform decision-making and program improvement. Steps include determining the target population, developing an interview guide, ensuring informed consent, and analyzing the data for common themes.

1. Conducting
Key
Informant
Interviews
Stella P
.Go
Integrated School
De La Salle
University
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2. What are
key
informant
interviews?
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An object designed to
open a lock
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A person who provides
information
A one-on-one
conversation where
questions are asked &
answers are given
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3. 3
 an in-depth interview of 15-35 people focusing on a list of issues
regarding a topic which interviewees have first-hand knowledge of
 primary goal is to obtain qualitative description of perceptions or
experiences, rather than measuring aspects of the experience.
 it aims to collect information from a wide range of people—such as
community leaders, professionals, or residents—who have first
hand knowledge about the issue/topic
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4. What Data Can
KI Interviews
Provide?
Qualitative Research and NVIVO Training Workshop,11-13 April 2018, Philippine Social Science Center
 Qualitative, descriptive information
for decision-making.
 Understanding of motivation,
behavior, and perspectives of
participants.
 Causes of successes and
shortcomings of an activity or
program.
 Recommendations or future
directions.
 Information to support
interpretation of quantitative data
collected through other methods
(triangulate findings).
 Preliminary information needed to
design a comprehensive quantitative
study.
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Advantages and Disadvantages
Advantages
• Opportunity to establish rapport/
trust and get an insiders’ view
• Can provide in-depth information
about causes of the problem
• Allows you to obtain information
from many different people,
including minority or “silent
majority” viewpoints
• Can be used with all age groups,
including elderly and children.
• Inexpensive
Disadvantages
• Vulnerable to informant or
interviewer bias
• Representativeness of the
population under study difficult
to achieve
• Difficult to ensure validity of
findings
• Open-ended information more
difficulty & time-consuming to
synthesize & analyze
• Usually more difficult to conduct
& require more interviewing
skills
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Ethical Considerations in Conducting Key
Informant Interviews
In 1974, the National Commission for the Protection of Human
Subjects in the U.S. produced a framework with three ethical principles to
guide human research (called the Belmont Report).
Respect for persons
• Respect people’s autonomy, particularly their ability to make independent
decisions and act on those decisions.
• Implemented through informed consent (i.e., giving people the information
they need to make an informed and independent decision about whether
to participate in the project/study).
Beneficence
• Projects/studies need to maximize benefits and minimize risks.
• Implemented by a risk/benefit analysis that fully considers the physical,
psychological, emotional, and other risks to participants and weighs these
against the benefits that will accrue to the participants, the population
group, and/or society.
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Ethical Considerations in Conducting Key
Informant Interviews
Justice
• Select participants for the project/study in such a way that there is fair
opportunity for inclusion and vulnerable populations are not exploited.
• Need for studies to include diverse populations (e.g., women, the lgbt,
people of color) so that these groups can benefit from the knowledge
gained.
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Obtaining Informed Consent
o Purpose of the project and what
will occur
o Person(s) conducting the
project
o Duration of participation
o Benefits that can be expected
from participation including any
compensation
o Risks and burdens that may
occur
o Confidentiality & Anonymity
o Statement that participation is
voluntary,that refusal to
participate will not result in a
loss of services or benefits, and
that participation can be stopped
at any point.
o Information on who to contact
about the project
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9. Steps in Conducting Key
Informant Interviews
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10. What
Information/Data
Are Needed?
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Qualitative Research and NVIVO Training Workshop,11-13 April 2018, Philippine Social Science Center
Adequacy of
services
Satisfaction with
service
delivery
Reasons for
poor
patronage
Recommendations
for improvement
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11. Determine target
population and
possible key
informants
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Qualitative Research and NVIVO Training Workshop,11-13 April 2018, Philippine Social Science Center
Barangay Batong Malaki
Barangay
leaders
OFW
spouses left
behind
Baranga
y Health
Workers
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12. Selecting
Key
Informants
Diversity is Important!
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13. Techniques for
Conducting
KI Interviews
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Face-to-
face
interviews
Telephone interviews
Online interviews
Not mutually exclusive. A combination
may be used effectively.
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14. Develop
Interview
Guide
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Main Components of Interview Guide
• Introduction: Introduce the interviewer
and explain the project.
• Key questions: Draft five to ten questions
important to getting the information you
have set out to collect. Ask questions that
draw upon the informant's expertise and
unique viewpoint.
• Probing questions: Probing questions
encourage participants to reflect more
deeply on the meaning of their
comments.
• Closing question: Provide an
opportunity for the key informant to give
any additional information or comments.
Also ask the key informants for their
recommendations or solutions in
addressing key issues or problems.
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15. Choose
Documentatio
n Method
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Note-taking
Digital audio
recording
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16. Conductin
g
Interviews
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Starting the Interview
• Introduce yourself, the project (if
needed) and explain the purpose
of the interview
• Explain why his/her cooperation is
important in collecting the
information you need and what
you intend to do with the
information you will receive from
him/her.
• Emphasize the fact that the
interview results will remain
confidential
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17. Conductin
g
Interviews
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Use Interview Guide/Template
to Standardize Administration
To protect validity and
comparability of answers:
• Questions and prompts should be
presented to all respondents in
the same way.
• While you want to maintain an
engaging tone, remain neutral
and avoid giving the impression
of having a strong view on the
topic to avoid bias.
• Clarify meanings of responses
and request detail by using
proper probing techniques
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18. Conductin
g
Interviews
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Active Listening
• Allow sufficient time for interviewee to
respond to each question and to elaborate
on answers.
• Balance taking accurate notes with the
need to focus on listening.
• Show interest: Nodding, “I see”,
“yes”, “That is helpful to know.”
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19. Compile
and
Organize
Interviews
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Transcribe Interviews
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20. Compile
and
Organize
Interviews
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Create a Codebook
1. Prepare the texts
 Assign an ID # for each transcript
In each transcript, break & number the
paragraphs
2. Identify themes in the transcript
Read a few transcripts and start pulling
out themes that emerge and assign
codes to them. By the end of this
process you will have a set of codes that
you can apply to the rest of the
transcripts. Organize your codes with
common themes into categories.
3. Create a codebook that contains the
following:
 Name of code
 Description of code
 Example of code
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21. Analyze &
Interpret the
Interview
Data
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1. Go through all the transcripts & apply the
codes
If you find that you need to create a new
code because none of the existing ones in
the codebook apply,do so & update your
codebook accordingly.
2.Using Excel, create a worksheet for each
code.
3.Go through all your transcripts. Cut and
paste the texts under the appropriate
codes in your Excel file. If a text has
multiple codes, cut and paste it under the
applicable codes.
4.Start looking for common threads and
themes
 Pull out common threads, themes &
differences
 Pull out powerful quotes that exemplify the
themes
5. Summarize the analysis & interpret the
data.
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22. Intercode
r
Reliability
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 the extent to which 2 or more independent
coders evaluate a characteristic of a
message or artifact and reach the same
conclusion. (Also known as intercoder
agreement, according to Tinsley and Weiss
(2000).
 measures "the extent to which the different
judges tend to assign exactly the same
rating to each object" (Tinsley & Weiss,
2000, p. 98);
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23. Acceptanc
e
Standard
for Intercoder
Reliability
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No coherent standard.
Some rules of thumb
(Neuendorf, 2002):
• Coefficients of .90 or greater
would be acceptable to all,
• .80 or greater would be
acceptable in most situations,
• Below .80, there exists great
disagreement” (p. 145).
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24. Using
Computer
Programs for
Data Analysis
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 Computer programs, such as NVIVO,
can help with the analysis of interview
transcripts.
 They can perform many tasks, such as
coding, writing personal comments on
the interviews, doing word counts,
and searching for key words.
 Are much faster than manually coding
data and can save hours of work.
While these programs can
help you organize the data
more efficiently, they are not
substitutes for your analysis of
the data.
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25. Write the
Research
Report
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26. Steps in Conducting
Informant
Interviews
Qualitative Research and NVIVO Training Workshop,11-13 April 2018, Philippine Social Science Center
 Determine what information is needed
 Determine target population and
brainstorm about possible key
informants
 Choose key informants
 Choose type of interview
 Develop an interview guide
 Determine documentation
method
 Select designated interviewer(s)
 Conduct key informant
interviews
 Compile and organize key informant
interview
 Analyze & interpret interview data
 Write report
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27. Maraming Salamat!
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References
Gelfand, R. and Godefroy, R, 2010. Participatory Research Kit:
Conducting Interviews. Oakland, California: Data Center.
Mack, N; Woodsong, C.; Macqueen, K.; Guest, G.; and Namey, E. 2005.
Module 3: In-depth interviews. In Mack N., et al., Qualitative Research
Methods: A Data Collector’s Field Guide. Pp. 29-50. Research Triangle
Park, North Carolina: Family Health International.
Neuendorf, K. (2002). The Content Analysis Guidebook. Thousand Oaks,
CA: Sage Publications.
UCLA Center for Health Policy Research. Section 4: Key informant interviews.
Retrieved 15 January 2018 from
http://healthpolicy.ucla.edu/programs/healthdata/trainings/Documents/t
w_cba23.pdf
Washington University.Key Informant Interview Handbook. Retrieved 15
January 2018 from
http://courses.washington.edu/nutr531/HEBD/KIInterviews/KeyInformant
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