Chapter 5: Interviewing Lecture 6 Topics: –Interviewing –Question Type –Interviewing techniques –Recording the interview

Chapter 5: Interviewing

Lecture 6

Topics:– Interviewing– Question Type – Interviewing techniques– Recording the interview


Interviewing

• An important method for collecting data on information system requirements

• Reveal information about• Interviewee opinions• Interviewee feelings• About the current state of the system• Organizational and personal goals


Steps to Planning the Interview

Steps are:– Reading background material– Establishing interview objectives– Deciding whom to interview– Preparing the interviewee– Deciding on question types and

structure


Question Type

• There are two basic types of interview questions:– Open-ended– Closed


Open-Ended Questions

– Open-ended interview questions allow interviewees to respond how they wish, and to what length they wish

– Open-ended questions are appropriate when the analyst is interested in breadth and depth of reply


Open-Ended Question Example

• What are the critical objectives of your department?

• Once the data are submitted via web site, how are they processed?

• Describe the monitoring process that is available online.

• What are the biggest frustration you have experienced during the transition to e-commerce?


Open-Ended Question Advantage

Open-Ended Questions– Put the interviewee at ease– Provide detail story– Reveal avenues of further

questioning – Are more interesting for the

interviewee


Open-Ended Question Disadvantage

Open-Ended Questions– May result in too much irrelevant

detail– May take too much time – May lose control of the interview


Closed Interview Questions

• Closed interview questions limit the number of possible responses

• Closed interview questions are appropriate for generating precise, reliable data which is easy to analyze

• The methodology is efficient, and it requires little skill for interviewers to administer


Closed Interview Question Example

• On average, how many call does the call centre receive monthly?

• List your top 2 priorities for improving the technology infrastructure.

• Which of the following source of info is most valuable to you:– Completed customer complaint form– Email complaint from customers who visit the

web site– Face to face interaction with customers– Returned goods


Closed Interview Question Advantage

– Saving interview time– Getting to the point– Keeping control of the interview– Covering a large area quickly– Getting to relevant data


Closed Interview Question Disadvantage

– Boring for the interviewee– Failure to obtain rich detail– Missing main ideas


Bipolar Questions

• Bipolar questions are those that may be answered with a ‘yes’ or ‘no’ or ‘agree’ or ‘disagree’

• Bipolar questions should be used carefully


Bipolar Question Example

• Do you use the web to provide information to vendor?

• Do you agree or disagree that ecommerce on the web lacks security?

• Is this form complete?


Probing Questions

• Probing questions elicit more detail about previous questions

• The purpose of probing questions is to get more meaning, clarify or explain interviewee’s point


Probing Question Example

• Why?• Can you give an example?• Will you elaborate on that for me?• What makes you feel that way?


Question Pitfalls

• Avoid leading questions that imply an answer– “You agree with other managers that inventory

control should be computerized, don’t you?”

• Avoid asking two questions at once– What decisions are made during a typical day and

how do you make them?

• These questions should be avoided because interviewees may answer only one question,


Question Sequencing

• There are three basic ways of structuring interviews:– Pyramid Structure

• starting with closed questions and working toward open-ended questions

– Funnel Structure• starting with open-ended questions and

working toward closed questions

– Diamond Structure• starting with closed, moving toward open-

ended, and ending with closed questions


Pyramid Structure

• Begins with close-ended questions• Expands by allowing open-ended

questions and more generalized responses

• Is useful if interviewees need to be warmed up to the topic or seem reluctant to address the topic


Pyramid Structure Interview Example


Funnel Structure

• Begins with generalized, open-ended questions

• Concludes by narrowing the possible responses using closed questions

• Provides an easy, non-threatening way to begin an interview

• Is useful when the interviewee feels emotionally about the topic


Funnel Structure Interview Example


Diamond Structure

• A diamond-shaped structure begins in a very specific way

• Then more general issues are examined

• Concludes with specific questions• Is useful in keeping the

interviewee's interest and attention through a variety of questions


Diamond Structure Interview Example


Recording the Interview

• Interviews can be recorded with tape recorders or notes

• Audio recording should be done with permission and understanding


Advantages of Audio Recording the Interview

– Providing a completely accurate record of what each person said

– Freeing the interviewer to listen and respond more rapidly

– Allowing better eye contact and better rapport

– Allowing replay of the interview for other team members


Disadvantages of Audio Recording the Interview

– Possibly making the interviewee nervous and less apt to respond freely

– Possibly making the interviewer less apt to listen since it is all being recorded

– Difficulty in locating important passages on a long tape

– Increasing costs of data gathering


Advantages of Note Taking During Interviews

• It aids recall of important questions• It Helps recall of important interview• It shows interviewer interest in the

interview• It demonstrates the interviewer's

preparedness


Disadvantages of Note Taking During Interviews

• Losing vital eye contact• Losing the train of conversation• Making the interviewee hesitant to

speak when notes are being made• Causing excessive attention to facts

and too little attention to feelings and opinions


Before the Interview

• Contact the interviewee and confirm the interview

• Dress appropriately• Arrive a little early• Affirm that you are present and

ready to begin the interview


Beginning the Interview

• Shake hands• Remind them of your name and why

you are there• Take out note pad, tape recorder• Make sure tape recorder is working

correctly


Opening Questions

• Start with pleasant conversation, open-ended questions

• Listen closely to early responses


During the Interview

• The interview should not exceed 45 minutes to one hour

• Make sure that you are understanding what the interviewee is telling you

• Ask for definitions if needed• Use probing questions


Closing the Interview

• Always ask “Is there anything else that you would like to add?”

• Summarize and provide feedback on your impressions

• Ask whom you should talk with next• Set up any future appointments• Thank them for their time and shake

hands


Interview Report

• Write as soon as possible after the interview

• Provide an initial summary, then more detail

• Review the report with the respondent


Interview Report Form

Documents

Chapter 5: Interviewing Lecture 6 Topics: –Interviewing –Question Type –Interviewing techniques –Recording the interview