Interview Method

 Interview method is a direct method of collecting data and is the most important
method of collection of data.
 It is a verbal method of securing data in the field of surveys.
 The major characteristics of an interview are:
i. It is a close contact or interaction including dialogue between two or more
persons.
ii. It has a definite object such as knowing the views and ideas of others.
iii. Interview can be conducted over the telephone also.
iv. Interview method enables to study the social problems.

Types of interview

Interviews can be classified on the basis of various characteristics and qualities.

From the point of view of the object, the interview can be classified as:

1. Clinical interview.

Under this type of interview an attempt is made to identify the cause of certain
abnormalities. After identifying the cause the remedial measures are sought. Clinical
interview is concerned with the course of individual’s life experience.

2. Selection interview.

This type of interview is done with the object of selecting a person on the basis of
certain traits and qualities. The interviewer through interview ascertains the qualities
that are required and makes selection.

3. Diagnostic interview.
When the objective of the interview is to find out the serious causes of some
social events or problems it is called diagnostic interview. This interview is confined
to finding out the causes.

4. Research interview.

In this type of interview we try to gather information pertaining to a specific

problem. For this purpose, a comprehensive study is made about the problem so that
the causes will be found out in detail. Under this method the questions to be asked are
predetermined.
 According to functions and methodology interviews are classified into:

1. Focused interview.
This is a controlled interview. Its main objective is to focus the attention
of the respondent on a particular aspect to get his reaction. It is used to test a
particular type of hypothesis. The interviewer knows in advance the aspects of a
question he has to cover.

2. Non directed interview:

This is an uncontrolled interview in which no classification plan is drawn
about questions to be asked. In the non-directive interview the initiative is more or
less completely in the hands of the respondent.

3. Repeated interview:
These are the interviews carried out after certain interviews in a repeated
manner. The main task of this interview is to study those dynamic functions and
attitudes that influence, guide and determine the behavior of certain individuals.

4. Depth interview:
This is an intensive and search interview aiming at studying the
respondents’, opinion, emotions or convictions on the basis of an interview guide.
Depth interviews are designed to discover underlying motives and desires of
respondents.

On the account of number of respondents interviews are classified as:

1. Group interview.
When interviews are conducted on a group of respondents it is called
group interview. Here information is collected by ascertaining the views of a
group of persons.

2. Individual Interview.
When the interview is confirmed to an individual informant it is called
individual interview. So in individual interviews the information is collected from
individual.
 On the basis of the form or nature of the interview, interview can further be
categorized as:

1. Structured Interview:
Structure interview is the one which is based on structured set of
questions. In this type of interview a complete set of well defined questions are
used and therefore it is highly standardized in form or content.

2. Unstructured interview:
Unstructured interview method is one in which the questions are not pre-
planned, structured or ordered. It is mainly used for more intensive study of
individual’s mental processed like attitudes, motivations, perceptions, etc.

Usually in marketing research, interviews such as depth interview,

repeated interview, focused interview and non-directed interviews are used.

METHOD OF CONDUCTING AN INTERVIEW

A personal interview involves a lot of preparation. Generally an interview goes through

the following 5 stages.

1. Rapport building- In the initial stage the interviewer should increase the
receptiveness of the respondent by making him believe that his opinion are very
useful to the research and the interview is going to be a pleasure than an ordeal. It
is important that the interviewer should convey his confidence to the respondent
and satisfy his mental reservations.

2. Introduction – An introduction involves the interviewer identifying himself by

giving him his name, purpose and sponsorship if any. An introductory letter goes
a long way in conveying the studies’ legitimacy. If the respondent is unavailable.
Then the interviewer should ensure that he seeks a reappointment.

3. Probing – In this stage the interviewer collects data by asking questions from an
interview schedule which contain questions in a prearranged sequence. Generally
the questions should be asked the way they are worded in order to avoid bias, but
if they are not understood or heard properly they may be repeated. An advantage
of interview is that it allows for probing. Probing is the technique of encouraging
the respondents to answer freely, completely and relevantly. Some of the
frequently used probing styles are use of comment like ‘I understand’, ‘uh-huh’,
repeating the respondents reply to incite him to rethink his reply, give an
 expectant out pause to convey interest etc. However probing should be used
carefully and should not bias the respondents reply.

4. Recording – The last stage in an interview is recording of responses. The

interviewer can either write the response at the time of interview or after the
interview. Normally, the recording should take place side by side. The interviewer
can use shorthand and abbreviate responses. Recording response later on has the
disadvantage that one may forget what had been said earlier. In certain cases,
where the respondent allows for it, audio or visual aids can be used to record
answers.

5. Closing – After the interview is over the interviewer should thank the respondent
and once again assure him about the worth of his answers and the confidentiality
of the same.

Schedule

A schedule is a device used in collecting field data when survey method is

applied. It is used in direct interviews. An interview schedule is a structured list of
questions prepared to retrieve desired information from the respondents.

The investigator directly interviews the informant and records the answers to the
queries as expressed by the respondent. This method of data collection is similar to the
data collection through questionnaire.

Requisites of a good Schedule:

1) Accurate communication:
The words used in the question must be proper and easily understandable. The
respondents must be able to understand the questions in the same meaning in
which the questions are prepared. Only then can the accurate information be
obtained from the respondents.

2) Accurate response:
In order to get accurate response from the respondents, the questions in the
schedule should be simple and related to the concerned problem.
 3) A schedule should be attractive:

A schedule should have the following:

- The schedules must be short.
- They should have proper margins.
- They must be properly planned and presentable.
- Good quality paper should be used for preparing the schedule.
- Print must be neat, clean and legible.
- If necessary pictures are used along with the questions it makes the schedule
look more attractive. This is helpful to make the views of the investigator clearer,
particularly to the illiterates.
A schedule should not have the following:
- Schedules should not be very big.
- An unduly long schedule is inconvenient to handle.

Contents of Schedule:

The schedule is divided into three parts:

(1) Introductory part:
It includes the introductory information about the problem under
investigation and the respondent such as name, serial number, etc. It should also
provide the general information about respondents like name, address, age, sex,
education, post held, etc. The date, place and time of interview should also be
mentioned.

(2) Main schedule:

It’s the main part of the schedule. It consists of titles, columns, questions
and blank tables that is required for securing information from respondents in
respect of the problem under investigation.

(3) Instructions:
Here the researcher is given direction regarding the method of interview.
Written instructions are more useful especially when different field workers are
employed for conducting the data collection work.
 Construction of Schedule

Following steps are followed while constructing a schedule.

1. The problem under study is defined. It is then divided into different parts. This
is done on the basis of different aspects to be studied.
2. Then there is the framing of actual questions. At this stage the form and
wording of the questions are decided. While setting the questions care should
be taken to see that a) the questions, convey the same meaning b) they are
easily followed by the respondents c) respondents furnish required
information without hesitation.
3. The third step is the arrangement of questions in the proper order so that
accurate response is achieved and errors are avoided.
4. The last stage is pilot survey. In this step the schedules are tested on a sample
population to find out its shortcomings. The aims of pilot survey are to test a)
the clarity of the wordings b) the relevance of a given number of questions c)
the size of the schedule c) the order of questions d) the validity of contents e)
the size of the schedule. It also aims at testing the operational feature of
schedules.

Suitability of Schedule Method:

This method is generally applied in the following situations.

 The field of investigation is wide and dispersed.

 Where the researcher requires quick result at low cost.
 Where the respondents are educated.
 Where trained and educated investigators are available.

Merits of schedule method

 Higher performance: In the schedule since a research worker is present and he can
explain and persuade the respondent response rate is high. In case of any mistake
of schedule the researcher can rectify it.
 Saving of time: While filling the schedule the researcher may use abbreviations or
short form for answers, he may also generate a template. All these helps to save in
time in data collection.
 Deeper probe: Through this method it is possible to probe deeper in to the
personality, living conditions, values etc.
 Removal of doubts: Presence of enumerator removes the doubts in the minds of
respondent on the one hand and avoid from the respondent artificial replies owing
to fear of cross checking on the other hand.
 Personal contact: In the schedule method there is a personal contact between the
respondent and the field worker. The behavior and character of respondent
obliviously facilitates the real work.
 Defects in sampling are detected: If there is one defect in schedule during
sampling it easily come to the notice and can be rectified by the researcher.

Limitations of schedule method

 Costly and time consuming:

This method is costly and time consuming due to its basic requirement of
interviewing the respondents. This becomes a serious limitation when respondents
are not found in a particular region but are scattered over a wide area.

 Need for trained field workers:

The schedule method requires involvement of well trained and experienced field
workers. This involves great cost and sometimes workers are not easily available
forcing engagement of inexperienced hands, which defeats the purpose of trained
research.

 Adverse effect of personal presence:

Sometimes personal presence of enumerator becomes an inhibiting factor. Many
people despite certain facts knowing cannot say them in the presence of others.
 Organizational difficulties:
If the field of research is dispersed it becomes difficult to organize it. Getting
trained manpower, assigning them duties and then administrating the research is a
very difficult task.
 Questionnaire vs. Schedule:
Questionnaire
1. The questionnaire is prepared by the
investigator but is filled in/ answered
by the respondent.
2. In answering to the queries of a
questionnaire, there is no direct contact
between the respondent and the
investigator.
3. The questionnaire method is found to
be cheaper as compared to direct
interviews.
4. In this method, the respondent is not
required to disclose his identity.
5. A much wider and more representative
distribution of the sample is possible by
using the questionnaires.
6. Questionnaires are suitable only if the
respondents are literate and
cooperative. Illiterate respondents
cannot be expected to duly fill up the
questionnaires, neither the non
cooperative ones.
7. There is a high risk of collecting
incomplete information from the
respondents due to lack of clarifications
and personal contact.
8. There is lesser scope for investigator’s
bias as the respondents fill up their
responses in the questionnaires.
Example: Interview schedule
Schedule
1. The schedule is prepared and is filled in
by the investigator himself.
2. There is a direct personal contact
between the two parties in case of a
schedule.
3. The interview schedules can be costlier
than the former method.
4. A direct interview surely discloses the
informant’s identity to the investigator.
5. The reach of interview schedules is
limited to the mobility and budgets of the
investigator.
6. Schedules are found much suitable to
circumstances where questionnaires fail to
serve the purpose.
7. Such risk is minimum in case of
schedules.
8. There is more scope for the
investigator’s bias, as the researcher
himself is recording the responses in the
schedule.