Jenna Mittelmeier 24 Jan 2017 INTERVIEW TECHNIQUES
Why do we do
qualitative
interviews?
- To explore individual views, experiences,
beliefs, motivations, etc
- To gain a deeper understanding of observed
phenomenon
- To explore sensitive topics
- To explore a topic on a more micro, personal
level
- To confirm or expand quantitative findings
- To provide a foundation for designing studies
TYPES OF INTERVIEWS
UnstructuredSemi-
structuredStructured
Pros:
- Easily replicable
- Can compare large
sample sizes
- Can do a quant
analysis of answers
Cons:
- Inflexible
- Doesn’t bring up
unknown concepts
- Can’t be personalised
to the interviewee
Pros:
- Allows for flexibility
- Can clarify statements
Cons:
- More difficult to
compare across a
large sample size
- More difficult to
generalize findings
Pros:
- Allows you to explore
new concepts or
constructs
- Good for early stage
research
Cons:
- Very difficult to
compare across a
large sample size
TYPES OF INTERVIEWS
Focus Groups
Pros:
- Increased reach
- Interaction effects
- Time effective
Cons:
- Dealing with group
dynamics
- Bias towards the
outspoken
•Pros: can see expressions, easier build trust
•Cons: must be within proximity to meet in personFace to face
•Pros: Can meet with people far away, can still see expressions
•Cons: a bit more awkward, technical issuesVideo (skype)
•Pros: Can meet with people far away, offers some level of anonymity
•Cons: difficult to read expressions or build trustPhone
•Pros: Automatic transcription, high level of anonymity, can still adapt questions
•Cons: shorter responses, many verbal cues lost (sarcasm)Chat
•Pros: Automatic transcription, no need to arrange time, high level of anonymity
•Cons: waiting for a response, no social cues, cannot adapt questionsEmail
INTERVIEW FORMATS
When the researcher already has a hypothesis and uses the
interview to confirm their views
Example:
‘What fears do you have when you walk home alone at night?’
‘What dif ficulties have you faced in your PhD?’
CONFIRMATION BIAS
Using words that are misunderstood or misinterpreted in the
cultural or social setting
Example:
American in the UK asking – ‘How would you describe your
instructor’s classroom techniques?’
CULTURAL OR SOCIAL BIAS
Asking questions that impact an interviewee’s feelings on the
next question
Example:
‘What dif ficulties have you experienced when communicating
with immigrants?’
THEN
‘How do you feel about immigrants living in the UK?’
QUESTION ORDER BIAS
When a question conditions the interviewee to respond in
certain ways
Example:
‘You said you dislike group work. Is it because you’ve had
dif ficulties communicating?’
‘Some people think eating sugar is bad. What do you think?’
LEADING QUESTIONS
Assuming experiences are positive in all areas because they
are positive in one area
Example:
Interviewee talks about positive experience with one MOOC, and
you assume all MOOC experiences have been positive
HALO EFFECT
Things to avoid:
Sharing your hypothesis with the interviewee
Yes or no questions
Behaviours that signal what the interviewee has said is ‘good’
(jumping to take notes, positive responses, etc)
Avoid double barrelled questions
Asking too many ‘why’ questions
Things to do:
Use neutral language
Ask open questions (‘Where’ ‘When’ ‘How’)
TIPS
Easy questions before hard questions
Positive questions before negative questions
General questions before specific questions
Unstructured questions before structured questions
Always have a transition between topics
QUESTION ORDER
Thing you want to know:
What do parents think should be improved about their
child’s education?
PRACTICE:
Silence
Stay silent and wait for the interviewee to keep going
Take a moment to take a drink or write notes
Echo
Repeat the last thing the person said
‘Uh -huh’
Filler words that show you’re interested
Ask for an expansion or more details
‘You said XYZ. Can you expand on that?’ or ‘Why was that important to you?’
Ask for variations
‘Have you experienced that in other circumstances?’
Accommodate emotional expressions
‘What parts of this issue do you think prompted such strong feelings?’
Steer diversions back to the topic at hand
‘How does this issue relate to the topic we started on?’
INTERVIEW PROBES
Tendency to agree with or speak positively about something.
Reluctance to give criticisms
Example:
‘I think group work is wonderful!’
To avoid:
Replace any questions that imply there is an answer
Position the interviewee as the expert at the start of the interview
ACQUIESCE BIAS
When an interviewee answers a question by saying what the
interviewer wants or expects them to say
Example:
‘I ’ve never had any problems working with people from dif ferent
backgrounds because I love multiculturalism’
To avoid:
Indirect questions (What do you think your classmates feel about
XYZ)
Using lead-ins (XYZ research study has found XYZ. How do you feel
that fits your situation?)
SOCIAL DESIRABILITY BIAS
When the interviewee starts saying the same answer to
dif ferent questions (sign of fatigue)
Example:
‘Yeah, as I said before….XYZ’
How to avoid:
Keep interview questions to a minimum
Vary question wording
Don’t stay on one topic for too long
HABITUAL RESPONSES
When the researcher knows who is backing the research or what the intended outcomes are, and tailors their response to match it
Example:
Interviewee knows you’re interested in whether social events impact student retention
‘I love the social events here and think I wouldn’t have stayed at the university if it weren’t for the friends I made there’
How to avoid it:
Maintain a neutral stance, avoid expressing your hypothesis
Avoid positive feedback and reinforcement
Leave questions about the goals of the research project until the end of the interview (when ethically possible)
SPONSOR BIAS
Informal? Formal?
CREATING A VIBE
• Is the seat comfortable?
• Are there distractions? (posters, window, people walking by)
• Are there annoying noises or lights?
• Is it too cold or too hot?
• Can you record easily here?
Good introduction
Good interview
THE FIRST FIVE MINUTES
Things to introduce:• Yourself and your background
• The project and its aims
• The interviewee and why they are there
• The format of the interview
• Address confidentiality
Make small talk
Self-disclosure of shared experiences, if relevant
Introductory questions (How long have you been at this
university? What experiences have you had so far with XYZ)
Offering water/tea/coffee/etc
Make confidentiality transparent
BUILDING TRUST
Closed body language Open body language
Crossed arms Open arms
Slouching Good posture
Looking down, no eye contact Eye contact
Crossed legs Uncrossed legs
Touching face, playing with hair Hands at the desk or on notes
Stoic expression Engaged expression
Ask if there’s anything else they’d like to add
End on a positive note
Thank the participant
Ask if they have any further questions about the research
Reiterate what they’ve contributed to
Explain how they can see results
ENDING THE INTERVIEW