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Collecting Primary Data
using•Observations
•Interviews•Questionnaires
Slide 9.2
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Primary data Data collected specifically for the research
project being undertaken.
Primary data can be collected using:
1. Observations
2. Interviews
3. Questionnaires
2. Collecting Primary data Using interviews
Slide 9.4
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Research interviews
Definition
‘An interview is a purposeful discussion between two or more people’
Kahn and Cannell (1957)
Types of interview used in research
Semi-structured StructuredIn-depth Group
Saunders et al. (2009)
Slide 9.5
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
questions to guide their note taking1. Outline the ways in which each of the forms
of qualitative interview in Fig 10.2 link to particular purposes of research and research strategies.
2. Which situations best favour interviews?
3. What are the key data quality issues and problems (validity and reliability) associated with using interviews? How might these be overcome?
Slide 9.6
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Types of interviews Interviews
Interviews: a purposeful discussion between two or more people (Kahn and Cannell, 1957).
2 main types: structured (standardized) and unstructured (non-standardized).
Structured personal interviews (questionnaires) Highly formalized and structured, using standardized questions. The interviewer has a list of prescribed questions for all the interviewese or
respondents. Advantage: more interviews can be conducted.
Unstructured personal interviews Informal Interviews takes the form of a discussion Excellent for exploratory and descriptive research purposes. Interviewer directs the conversation by indentifying topical issues and
allowing the interviewee to talk extensively about them. Advantage: great deal of information can be collected. Disadvantage: analysis and interpretation problems. Consume more time.
Slide 9.7
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
non-standardised (qualitative) research interviews The use of non-standardised (qualitative) research
interviews should allow the collection of a rich and detailed set of data, although there will be a need to develop a sufficient level of competence to conduct these and to be able to gain access to the type of data associated with their use.
Interviews can be differentiated according to the level of structure and standardisation adopted.
Different types of interviews are useful for different research purposes.
Non-standardised (qualitative) research interviews include two broad types1. in-depth or unstructured interviews and 2. semi-structured interviews.
• A research design may incorporate more than one type of interview.
Slide 9.8
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Research purpose and strategy (1)Forms of interview
Saunders et al. (2009)Figure 10.1 Forms of interview
Slide 9.9
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Research purpose and strategy (2)
Uses of different types of interview in each of the main research categories
Saunders et al. (2009)
Table 10.1 Uses of different types of interview in each of the main research categories
Slide 9.10
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interviews In-depth and semi-structured interviews can be
used in quantitative as well as qualitative research.
Situations favouring use of non-standardised (qualitative) interviews method to collect data are related to
1. Purpose of the research2. the significance of establishing personal contact, 3. the nature of data collection questions, and 4. the length of time required from those who provide
data.
Slide 9.11
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Data quality issues to consider in semi-structured and in-depth interviews
A number of data quality issues in relation to semi-structured and in-depth interviews, related to: 1. Reliability
Will alternative researchers reveal similar information?
2. Forms of bias Interviewer bias Interviewee or response bias
3. Validity and generalisability Use of case study Significance to theoretical propositions. Testing
existing theory.
Slide 9.12
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Data quality issues …(2)
The importance of preparation – the 5 Ps
‘prior planning prevents poor performance’
Saunders et al. (2009)
Slide 9.13
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interview preparation (1)
Associated issues
Interviewer’s level of knowledge
Level of information supplied to interviewees
Creating an interview guide
Appropriateness of location
Slide 9.14
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interview preparation (2)
Associated issues
Researcher’s appearance – dress code
Shaping the interview - opening comments
Approach to questioning – clarity and reducing bias
Use of critical incident technique
Slide 9.15
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interview preparation (3)
Associated issues
Appropriate interviewer behaviour- verbal and non-verbal
Attentive listening skills and testing understanding
Approaches to data recording - notes and tape-recording
Cultural differences and bias
Slide 9.16
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interviewing competence Opening of the interview Using appropriate language Approaches to Questioning Listening Testing and summarising Recognising and dealing with difficult
participants. Recording data
Slide 9.17
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Approaches to Questioning Types of question format:
1. Open questions2. Probing questions
Reflection questions Supplementary
3. Specific and closed questions
4. Don’t ask LEADING or PROPOSING QUESTIONS
Slide 9.18
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interviewing competence (2)
Advantages and disadvantages of audio-recording interviews
Saunders et al. (2009)
Table 10.3 Advantages and disadvantages of audio-recording the interview
Slide 9.19
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interviewing competence (3)
Other issues to consider
Dealing with difficult participants –Table 10.2
Managing resources – logistics and time
Obtaining participants’ permission for interview records (written and taped)
Slide 9.20
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interviewing competence (4)
Additional forms of interviews:
Group interviews
Focus groups
Telephone interviews
Internet and intra-net mediated interviews
Slide 9.21
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Interviewing competence (5)
Forms of electronic interviews
Saunders et al. (2009)
Figure 10.2 Forms of electronic interviews
Slide 9.22
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Summary: Chapter 10
Use of non-standard (qualitative) interviews should generate rich and detailed data
Different types of interview are useful for different research purposes
Qualitative interviews are generally categorised as in-depth (structured) and semi-structured
Research design may incorporate more than one type of interview
Slide 9.23
Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007
Summary: Chapter 10
Using qualitative interviews is related to the research strategy and data collection questions
Establishing personal contact with subjects and the length of time required are significant factors
Data quality issues, interviewer competence and resource management are important considerations
Face-to-face (individual, group and focus group) and electronic interviews can all be advantageous