Business Research Methods William G. Zikmund Chapter 18: Fieldwork
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Business Research Methods
William G. Zikmund
Chapter 18:
Fieldwork
Fieldworker
Who Conducts Fieldwork?
FIELD-FIELD-WORKERSWORKERS
FIELD INTERVIEWINGFIELD INTERVIEWINGSERVICESERVICE
IN-HOUSEIN-HOUSEINTERVIEWERSINTERVIEWERS•BRIEFING SESSIONSBRIEFING SESSIONS
In-House Training
MAKING INITIALMAKING INITIALCONTACTCONTACT
PROBINGPROBING
RECORDING RECORDING RESPONSESRESPONSES
ASKINGASKINGQUESTIONSQUESTIONS
TERMINATINGTERMINATINGINTERVIEWSINTERVIEWS
Making Initial Contact and Securing the Interview
• “Good afternoon, my name is…”
• Foot-in-the-door
• Door-in-the-face
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
SILENTSILENTPROBEPROBE
REPEAT REPLYREPEAT REPLY
NEUTRAL NEUTRAL QUESTIONQUESTION
REPEAT QUESTIONREPEAT QUESTION
Probing Tactics
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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