Interview Method in Research

G.Raju
Professor
University of Kerala
 Research

• Longitudinal Studies
• Cross Sectional Studies
• Theory Building - Induction
• Theory Testing - Deduction
 RP
• PF
• LR
• HF
• RD
• SD
• DC
• DA
• HT
• IG
• RW
 Research Design

Conceptual Model

Method of Sample Selection

Method of Data Collection

Application of Data Analysis Tools

Reporting Style
 Conceptual Model
• Theoretical framework
• Variables
• Concepts –Simple / Complex
• Elements
• Sub Elements
• Measurement- N O I R scale
 Concept & Variable
• abstraction denoting a specific characteristic of a
person/object/event
• abstract idea , to be defined to convert it to Variable by
measuring it empirically
• Need Operational definition
• Simple / Complex or Multidimensional
• Eg. Weight,
• Income is a concept, A. Family Income in Rs. is a variable
• Op. Defi. of Income, whether weekly, Monthly or Annual,
Personal or family income, EBIT,EBT and so on is required
 Variable
• Anything which can take on differing or varying
Values
• Value can differ at various times for same object
or person or at the same time for different
objects or persons (Sekaran,2003)
• Eg. 1.Weight, of person, may be different at
different times
• 2. sales of an organization
• 3. Job satisfaction
 Variable
• Question in an IS/QE deal with variable
• measurable aspect of Concept
• Weight of a person expressed in kilogram
• Variable takes different values on different times
& for different respondents, weight
• A simple item/Concept/phenomenon
• Weight, a simple concept, measured directly
• Job satisfaction, a complex phenomenon,
involves different aspects/Dimensions
 Job Satisfaction: Dimensions and Elements
Dimensions
Work involved
Relationship with superior
Social status of the job
Participation in decision making
Monetary aspects
Grievance redressal Mechanism
Elements
•Nature of work
•Pressure of work
•Ease of doing
•Work environment
•Guidance received
•Recognition of work done
•Supervision of work done
•Comfort level of the relation.
•Self assessment of status of job
•Society perception of status of job
•Participation in decisions
•Communication of decisions
•Communication of suggestions
•Salary
•Perquisites
•Promotion prospects
•Availability
•Effectiveness
•Fairness
CONCEPTS, DIMENSIONS & ELEMENTS
• For eg. A study lists three Complex Concepts:
• E-Learning Awareness, E-L. Readiness & E L. Adoption, sub divided into
Dimensions & Elements.

• E-Learning Awareness- sub divided into dimensions such as:

– Hardwares
– Softwares ICT tools
– Benefits of e-learning
– Misconceptions regarding e-learning

• Each dimension is sub divided into elements,i.e. different hardwares in

education sector
• The different softwares constitute the elements of the dimension Softwares
• Each benefit & each misconceptions in e-learning constitute the elements of the
dimensions Benefits’ & ‘Misconceptions’
• E-Learning Readiness: Readiness divided into dimensions like
different aspects of readiness such as :
• Connectivity (available to teachers, students and
administrators)
• Ability to use e-learning tools (by teachers, students and
administrators)
• Culture of using ICT tools (among teachers and students)
• Availability of learning materials , another dimension divided
into elements like Ability to use e-learning tools’. This element
is sub divided into Sub elements like:

– Skill in using word processing softwares such as Word

– Skill in internet browsing
– Skill in sending and receiving e-mails
– Skill in participating in social networking through facebook, etc
• E-Learning Adoption: complex concept of adoption be broken
into different Dimensions as :
– Possession of e-resources
– Use of e-resources
– Levels of adoption

the dimension ‘Levels of adoption‘ divided into elements like:

Computer Based Training, Web Based Training, & Computer
Supported Collaborative Learning.
Each of these learning methods involves the use of different
tools and resources. Hence, each element can further divided
into other sub elements.
The data collection & measurement should be based on these sub elements.

Ele. 1. Computer Based Training = Power point presentation , Digital

whiteboards, Digital assignments

Ele.2. Web Based Training= E-journal, Web-based assignment, Online

course

Element: Computer Supported Collaborative Learning =

Discussion forums, Learning Management System

The identification of concepts of the study & its sub division into
dimensions & elements are known as the conceptualization of the study.
This exercise be carried out diligently for the preparation of I. Schedule
'Culture of using ICT tools‘ a dimension refers to perceptions and
attitudes to the use of ICT tools. Some illustrative statements which
are the elements of this dimension are:

– Use of ICT tools enhances the quality of teaching

– Face to face class room teaching is an effective method of teaching
– Difficult to switch over to an ICT enabled teaching/learning process
– Adoption of ICT tools in teaching/learning has become a fashion
– Use of ICT tools promotes student centric learning

Agreement to some of these indicates the presence of ICT culture.

Similarly there are statements which are not supportive of the use of
ICT and Agreement to those indicate the absence of ICT culture.
 Types of Variable
• Dependent
• Independent
• Extraneous
• Moderating
• Intervening
 Sampling Design
• Who are the Participants?
• How are they Selected?
• What is the Size of Sample?
• Is it representative?
• Selection method to avoid bias?
 Data
• Facts & figures related to a specific purpose
• Information related is referred as Data
• Primary v Secondary
• Quantitative v Qualitative,
• Cross Sectional v Time Series Data
 Need of Data
• to solve a research problem
• to answer research questions
• To develop Hypotheses
• To test Hypotheses
• To establish relationship between Variables
• To highlight difference in variable between
groups in study
 Data Collection
• Important Process
• Secondary Data
• Primary Data
• Primary Data Collection methods
• Observation
• Survey/Interview
• Physical measurement- Experimentation
• Observation Schedule, IS, Questionnaire
 Primary Data Collection Methods
• Observation– Projective technique, Content
Analysis
• Survey
• Interview
 Survey/Interview
• Perceptions
• Belief
• Attitudes
• Feelings
• Anticipations
• Future plans
• Past behaviour
• Private behaviour
 Interview
• purposeful discussion between 2 or more
persons (khan & Cannell 1957)
• Two way systematic conversation
• Face to face or over telephone
• Gather valid & reliable data for your research
question & Objective
• It even helps in formulating R. Questions &
Objectives
 Interview
• A method of data collection
• Asks questions, notes down responses
• Questions be planned in advance, predefined
in a standard format
• Such predefined series of questions is referred
to an Interview Schedule
• Alternatively, the Interview may be allowed to
frame question depending on the situation
 Interview
• Only method of collection from illiterate
• People generally willing to talk rather to write
• Once rapport is established, even confidential
information
• Permits probing into the context and reasons
• clarification seeking is possible
 Characteristics of Interview
• Participants- are strangers, need introduction
• Not casual, specific purpose
• Mode of obtaining verbal answers
• Not necessarily face to face, telephone
• Respondents may more than one person
• Need recording by the Interviewer
 Advantages of Interview
• Depth and detailed information
• Interviewer can improve quality and rate of
response
• Scope for supplementary information
• Accuracy and Dependability can be checked by
observation and probing
• Flexible and adaptable
 Disadvantages of Interview
• Costly, in money and time

• Personal and financial information may be

refused
• Skilled interviewers
 Types of Interview
• Standardized
• Non Standardized
 When to use Non Standardized
(Qualitative)Interview
• The Purpose- exploratory
• Personal contact
• Time and completeness
• Nature of questions-large, complex, open
ended
 Different types of Interviews
• Structured
• Partially Structured:
• Unstructured:
• Focused- specific event/phenomenon
• Clinical- personal history of respondents-
emotions, motivations, actions, plans etc.
• Nondirective- simply encourage to speak
 1.Structured/Directive Interview

• Standardized schedule
• Large scale formalized surveys
• Comparable
• Classification, Coding etc. easy
• Respondents’ role limited
• Interviewer’s bias
• scope of exploration limited
 2. Unstructured Interview
• Unstructured/Non- directive- encourage to
speak- greater skill- exploratory R., Sensitive
topics, Non comparable data, waste of time,
Unproductive conversation, Classification and
coding require more time
 3. Focused Interview
• Semi structured Interview
• Focus on specific item
• Respondents involved in a particular
experience
 4. Clinical Interview
• Broad underlying feeling
• Individual life experiences
 5.Depth Interview
• Deliberately aims to elicit unconscious and
extremely personal feeling and emotions
• Is a probing
• Interviewer has to motivate
Telephnone Interview
 Group Interview
• Number of Individuals with a common interest
• Interview acts a discussion leader & stimulate
the group members
• Free discussion is encouraged
 Intercept Interview
• Demands immediate outcome
• Useful in solving business problems where
need is instant decision making
• Rr. Approaches common people in public
places, shopping mall, street or near spots
event, or similar activities, whatever is best
based on R.objective,
• Good for cost reduction , but be short
 Validation Interview
• To see proper and reliable interpretation of
collected data
• In Sample Interview-those already interviewed
• Out of Sample Interview- not previously part
of it
 Panel Method
• Data collection from same respondents at
intervals either by mail or personal interview
• For longitudinal studies
• Static or Continuous Panel, dropouts are not
replaced
• Dynamic Panel, rotating one, systematically
replaced and replacement too for drop out
 Interview Tools
• Interview Guide
• Interview Schedule
 Interview Guide
• For Non- Directive and Depth Interviews
• Broad topics/areas
• Suggestive reference/prompter
• Focusing attention
• Considerable flexibility
 Example of Interview Checklist
• Current training – Level/Type, Why?,
Where? Benefits? Contents? Importance
• Future-What training would you like?, Why?
• Constraints-Work/Home-time-Money-
Supervisors attitude-Ability/Qualifications-
interest- Reasons
• Past training
• Personality
• Career aspirations
 Interview Schedule
• Complete list of questions
• Filled by the interviewer
 Construction of IS
• Questions be short
• Open ended
• Neutral
• Minimum
• Avoid strong adjunctive, highly effective, prompt and reliable
etc. Leading, Loaded, Double barreled, Long
• Be worded clearly
• Avoid why questions, cause effect relationship, or need to
justify
• Pre test questionnaire
• Allow all possible answerers
 Process of Construction of I. Tool
• 1.Data Need Determination-
• Research Objective, Investigative questions,
hypotheses, operational definitions, do pilot study and
explore the needed information
• 2. Prepare Dummy tables
• 3. Determination of the Respondents’ Level
• 4.Data Gathering Decisions
• 5.Instrument drafting
• 6.Evaluation of draft instrument
• 7.Pre-testing
 Developing Interview Questions

• Specific Objectives & Hypotheses Formulated

• Variable -Concept-Dimension-Element-Sub
element
 Interview Process
• Preparation
• Introduction
• Developing rapport
• Carrying interview forward, Additional sitting
• Recording the interview
• Closing the interview
• Office Editing
 Coding Interview Data
• Assigning numerals or other symbols to the
categories or responses.
• For each question, a coding scheme is
designed
• Transcription/transaction
• In measurement, assign High value to the
highest positive scale
 Triangulating Interview data with other
Sources of Data
• For accuracy of data & alternate explanations
• Convergence on the truth
• Gain full access to the knowledge & meanings
of Informants
• Credibility of the evidence presented &
assertions of the researcher
 Responding to Sensitive Topics and
Emotional Reactions
• IS/QE/PT/CA
 Pre-testing, Why
• How comprehensive is the list of questions?
• Is the language appropriate?
• Double meaning or multiple issues?
• Motivate respondents?
 Contents of IS
• The classifier/ Background questions
• Demographic characteristics
• Title
• Objectives
• Hypotheses
• Variables
• Dimensions
• Elements
 Interview Problems
• 1. Inadequate Response- Don’t know
• 2. Interview’s bias
• 3. Non-response
• Non aviability
• Refusal
• Inability of respondents
 How to reduce Non Response
• Guarantee of anonymity
• Motivation
• Attaining the respondents’ interest through
opening remarks and questions
• Advance notice to respondents
• substitutions
 Question wording
• Open ended questions
• Closed questions
• Dichotomous / 2 Choice questions
• Multiple choice questions
• Declarative questions- multiple statements
 Questions to be avoided
• Leading questions
• Loaded questions
• Double-barreled questions
• Long questions
• Double Negative
 Characteristics of Good Tool
• All Information for the R.Questions

• No – the data which can be collected by other sources

• No unclear, ambigours, double leading , loaded ,long etc
• Exclude open ended/discussion type questions
• No questions beyond memory span
• Each question with a single idea
• Logical & psychological sequence
• Appropriate instructions
• Need pre-testing and revision
 Reliability-1

• Accuracy in measuring
• Be stable and Consistent
• Stability means same results on different
occasions
• Eg. Weighing machine
• Test-retest method
• Higher value of coefficient , higher stability
 Reliability-2

• Another test is Parallel form test

• Contests same, but in differernt order
• Higher correleation , better stability
 Reliability – 3-Consistency
• Several/Different statements-inter item
consistency
• Cronbach’s coefficient alpha, higher better
 Validity
• Ability to collect and measure the information
intended to collect and meaure
• Content Validity- adequacy of
variables/dimensions/elements included
• A panel of Judges/experts
• Construct Validity – configuration of questions
and structure of IS, be in logical order
• Be tested thorough a pre-test.
 Purpose of Statistical Analysis
• Summarize large data-Descriptive statistics
• Statistics makes exact description possible
• Facilitates identification of the causal factors
underlying complex phenomena, multivariate
analysis
• Drawing of reliable inference from observed
data, Inferential statistics
• Hypothesis testing
• Make generalizations
 Data Analysis
• Descriptive _ describe the characteristics of a
set of numbers
• To organize, summarise and describe
• Inferential _ relationship between variables,
differences between groups,
• Testing of hypotheses regarding these
relationships & differences
• From sample to Population
 Data Analysis & Interpretation
• Critical examination of assembled & grouped
data for studying the characteristics of object
under study for determining the patterns of
relationships among variables
• Quantitative analysis with statistical
techniques are widely used in SS research
 Tabulation
• One Way table- Uni variant analysis
• Two Way table – Bi variant analysis
• Table No
• Title of the table
• Designation of Units
• Sub-head/Box head
• Field or body
• Footnotes
• Source
 Association membership and Loan Delinquency
(Hypothetical)

Association Membership (Y)

Loan Repayment
(X) Member Non Member Total

Delinquent 22 08 30

Non-Delinquent 04 16 20

Total 26 24 50
 PRE
• Error rate redacted from 40 to 24 per cent,
• 4+8=12 out of 50 =24%
 Conclusion
• First Secondary Data
• Then only Primary Data
• Respondents being the prime factor
• Interview is one of the methods of DC widely
used in SS
• Data Analyses’ end objective is tell about
Parameter based on Statistic.
• Simple statistical tools too can serve the
purpose
Thank You, Thank you All, my Fellow
Teachers
G.Raju
Professor
University of Kerala
Thiruvanathapura,-695581
Kerala

9496254542
8891812015
rajmukal@yahoo.co.uk