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Conducting Research via Interviews

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Sources of Interviewer bias. Lack of trust & rapport. Mis ... Interviewee says what s/he thinks interviewer wants to hear. Not understanding questions ... – PowerPoint PPT presentation

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Title: Conducting Research via Interviews


1
Conducting Researchvia Interviews
  • Collecting analyzing interview data
  • Sekaran Saks Texts
  • Example of structured interview
  • Rudermann et al article

2
Why conduct interviews
  • To form OR test hypotheses
  • To identify samples needed for
    hypothesis-testing research
  • To gather more detailed info
  • Before vs. after data collection

3
Issues to consider
  • Interview Participants
  • Methods of interviewing
  • How to increase interviewee motivation
  • Structure of interviews
  • Avoiding Bias
  • Questioning Techniques

4
Interview Participants
  • Opportunity vs. Representative samples
  • Benefits to generalization
  • Benefits to having formal/informal group Leaders
    in org/market research
  • Source of rich data
  • Adding credibility to study

5
Interview Methods
  • Face-Face
  • Telephone

6
Interview Methods
  • Face to face
  • Direct observation
  • Non-verbal body cues, work context, response to
    physical/visual stimuli
  • Cost
  • Time, geographic constraints, more personnel,
    safety

7
Interview Methods
  • Telephone
  • Response rate issues
  • Relatively higher than face-face interview
  • Completion rate issues
  • Restricts complexity length of interview

8
Interviewee motivation
  • Interviewees perceptions of the value of research
  • Providing information about Sponsor
  • Rapport
  • Interviewers Listening skills empathy
  • Topic format
  • Setting
  • Work vs. non-work

9
Interview Structure
  • Unstructured
  • Structured

10
Interview Structure
  • Unstructured
  • Uncover preliminary issues to identify variables
    needing further study
  • Broad, open questions
  • Job-level and work type
  • Monosyllabic answers
  • Positive vs. negative responses
  • Non-cooperative interviewees
  • Supervisory vs. non-supervisory employees

Sekaran
11
Interview Structure
  • Structured Interviews
  • Qs focus on relevant factors
  • Each P asked same qs
  • Sometimes deviate from interview protocol to
    uncover new factors
  • Use of Visual aids physical stimuli
  • Marketing, children, issues that are hard to
    articulate
  • Advantages over questionnaire
  • Terminating data collection

Sekaran, Saks
12
Avoiding Bias
  • Sources of Interviewer bias
  • Lack of trust rapport
  • Mis-interpretation/distortion responses
  • Encouraging or discouraging certain types of
    responses via gestures/facial expressions
  • Not Listening attentively
  • Not Paraphrasing answers
  • Not Repeating/clarifying questions
  • Not Being tactful

Sekaran
13
Avoiding Bias
  • Sources of Interviewee Bias
  • Not revealing true opinions/experiences
  • Interviewee says what s/he thinks interviewer
    wants to hear
  • Not understanding questions
  • Not liking interviewer
  • Giving socially desirable responses

Sekaran
14
Avoiding Bias
  • Situational bias
  • Reasons for non-participation
  • Unwillingness, inability
  • Different levels of rapport/trust across
    different participants/interviewers
  • Physical setting
  • Degree to which it inhibits honesty

Sekaran
15
Questioning Techniques
  • Funnel technique
  • Sequence Level of specificity of questions
  • Familiarity w/interviewees understanding
  • Contamination of responses
  • Perceived spontaneity, decreased
    self-consciousness, rapport
  • Probes follow-up qs

Sekaran, Saks
16
Questioning Techniques
  • Unbiased questioning
  • Loaded/leading questions
  • Clarifying Issues
  • Re-stating/rephrasing
  • Helping respondent think through issues
  • Rephrase depending on verbalization ability

Sekaran
17
Questioning TechniquesNote Taking
  • Intrusiveness
  • Focus on summarizing
  • Focus on behavior
  • Effect on self-consciousness
  • Effect on rapport
  • Permission for taping
  • Effects on interviewee inhibition
  • Take notes (or tape) after interview

Saks
18
Conducting Researchvia Interviews
  • Collecting analyzing interview data
  • Sekaran Saks Texts
  • Example of structured interview
  • Rudermann et al article

19
Rudermann et al Study
  • Benefits of non-job roles for managerial women
  • Hypothesis Experiences in personal roles enrich
    managerial skills
  • What percentage of women mention this hypothesis
    in their interviews?
  • What percentage of all responses to interviews
    support this hypothesis?

20
Participants
  • 74 of women participating in a women-only
    leadership develt prg
  • Avg. Age40 (range26-57)
  • 92 White
  • Avg. Salary 78K (SD 32k)

21
Participants
  • Rank
  • Middle 49,
  • Upper middle 34 Figure?
  • Exec17
  • 51 had post-graduate education
  • 50 had children under 18 yrs
  • 71 in committed relationships
  • 84 in Fortune 500 corporations

22
Procedure
  • Faxed qs to participants a few days before
    interview
  • Pilot tested interview qs on 28 women managers
  • Tape-recorded and transcribed each interview

23
Measures
  • Open-ended questions on
  • Different types of roles managers held
  • Challenges faced in roles
  • Are there any dimensions/aspects of personal life
    that enhance your professional life?
  • Use of follow up qs and probes to obtain details
    on roles

24
Data Analysis
  • Applied grounded theory (Glaser Strauss, 1967)
  • Coding techniques Boyatzis (1998)
  • Developed initial hypotheses during interviews
    with pilot and study 1 participants

25
Interview Coding
  • 2 raters read 30 interviews many times
  • Developed excerpts of each Ps answer
  • Summarized excerpts
  • Organized summaries sample quotes
  • Compared contrasted quotes and summaries for
    each case to id 13 patterns themes
  • Examined remaining interviews for addl themes

26
Interview Coding
  • 13 themes reduced to 6 categories
  • Reviewed all excerpts to confirm categorization
  • Developed codebook explaining 6 themes
  • 66.7 to 90.9 inter-rater agreement on coding of
    themes
  • Not good according to Boyatzis, 1998

27
Results
28
Discussion
  • Tentative support for hypothesis
  • Alternative ways of presenting data to support
    hypothesis

29
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