Business Research Methods

William G. Zikmund

Chapter 18: Fieldwork

Fieldworker .

Who Conducts Fieldwork? FIELD INTERVIEWING SERVICE FIELDWORKERS IN-HOUSE INTERVIEWERS •BRIEFING SESSIONS .

In-House Training MAKING INITIAL CONTACT PROBING RECORDING RESPONSES ASKING QUESTIONS TERMINATING INTERVIEWS .

my name is…” • Foot-in-the-door • Door-in-the-face .Making Initial Contact and Securing the Interview • “Good afternoon.

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

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 .

Probing Tactics SILENT PROBE REPEAT QUESTION REPEAT REPLY NEUTRAL QUESTION .

Recording the Response .

Terminating the Interview • How to close interview and exit household is important • Reinterviewing may be required .

Fieldwork Management • • • • Select Train Supervise Control .

Interviewer Cheating • Filling in fake answers or falsifying interviews • Verification by reinterview .

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