Business Research Methods William G. Zikmund

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Business Research MethodsWilliam G. Zikmund

• Chapter 18
• Fieldwork

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Fieldworker

• Responsible for Gathering Data in the Field
• Personal Interviewers
• Telephone Interviewers
• Observer
• Field Supervisors

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Who Conducts Fieldwork?
FIELD INTERVIEWING SERVICE
FIELD- WORKERS

• IN-HOUSE
• INTERVIEWERS
• BRIEFING SESSIONS

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In-House Training
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Making Initial Contact and Securing the Interview

• Good afternoon, my name is
• Foot-in-the-door
• Small Large
• Door-in-the-face
• Large Small

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Asking the Questions

• Exactly as worded
• Read slowly
• Questions in the proper order
• Ask every question
• Repeat questions that are not understood

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Probing

• Verbal attempts made by a field-worker when the
  respondent must be motivated to communicate his
  or her answers more fully
• Probes enlarge, clarify and explain

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Probing Tactics
SILENT PROBE
REPEAT REPLY
REPEAT QUESTION
NEUTRAL QUESTION
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Recording the Response

• Use a Pencil
• Record Responses During Interview
• Record Responses Verbatim
• Do Not Summarize or Paraphrase
• Include All Probes (in Parentheses)

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Terminating the Interview

• How to close interview and exit household is
  important
• Reinterviewing may be required
• Avoid Hasty Departures
• Be Courteous
• ALWAYS Thank Respondent

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Basics of Good Interviewing

1. Have integrity and be honest.
2. Have patience and tact.
3. Pay attention to accuracy and detail.
4. Exhibit real interest in the inquiry at hand, but
   keep your own opinions to yourself.
5. Be a good listener.
6. Keep the inquiry and respondents responses
   confidential.
7. Respect others rights.

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Required Practices of Good Interviewing

1. Complete interviews according to sampling plan.
2. Follow the directions provided.
3. Make every effort to keep schedules.
4. Keep control of the interview.
5. Complete the questionnaire meticulously.
6. Check over each questionnaire completed.
7. Compare sample execution and quotas with total
   questionnaires completed.
8. Clear up any questions with the supervisor.

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Fieldwork Management

• Select
• Train
• Supervise
• Control

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Interviewer Cheating

• Filling in fake answers or falsifying interviews
• Verification by reinterview