Lecture Planning an applied research project in hospitality, tourism, and sports: Chapter 10 - Mayo

Chapter 10 – Research techniques: Interviews. In this chapter students will be able to: Explain the purpose(s) of research interviews, list the types of interviews, identify key challenges in conducting a research interview, prepare for an effective interview, plan and conduct an effective interview, prevent bias in an interview.

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Learning Objectives » » » » » »

Explain the purpose(s) of research interviews

List the types of interviews

Identify key challenges in conducting a research

interview

Prepare for an effective interview

Plan and conduct an effective interview Prevent bias in an interview

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Key Terms »> » » » » » » » » » » » Acquiescence bias Auspices bias Courtesy bias Door-to-door interviewing Doorknob questions Filter questions Focus groups Group interviews Intercept interviewing Interviewer error Interview fatigue Interview protocol © 2014 John Wiley & Sons, Inc All rights reserved » » » » » » » » » » » » » Interview schedule Leading questions Loaded questions Order bias Probing questions Research interviews Respondent bias Semi-structured interviews Social desirability bias

Stages of interview process Status bias

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Using Interviews

» Definition of Interviewing

> The process of collecting information from an individual or group in order to understand

actions, decisions, policies, or practices in some

depth

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Using Interviews (conf d)

» Reasons for Interviewing

> Effective way method to collect a lot of important information

> More detailed information than questionnaires

> Extra information since people like to talk about

their work and their programs or company > Suggestions for future research

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Formats of lnterviews (conf d)

» Structured Interviews

> Hard to develop the protocol

> Easy to conduct

> Follow up questions ahead of time > Requires less interviewer skills

> Limits responses — may block avenues of discussion

> Can be full of leading questions

> Easy to take notes

> Easy to analyze and compare responses

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Formats of lnterviews (conf d)

» Semi-structured Interviews

> Easy to develop the protocol

> Difficult to conduct

> Follow up can be easy or difficult, depending on interviewee and interviewer

> Requires good interviewer skills

> Encourages wide rage of responses — may block core issues

> Difficult to take good notes

> Difficult to analyze and compare responses

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Formats of lnterviews (conf d)

» Unstructured Interviews

> Easy to develop the protocol

> Difficult to conduct for research; easy to conduct since it is just listening

> Follow up can be easy or difficult, depending on interviewee and interviewer

> Requires real contact and trust

> Encourage wide rage of responses — may block core issues

> Difficult to take good notes

> Difficult to analyze and compare responses

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Interview Protocol » Schedule > Warm up and introduction > List of questions > Follow up questions > Probes and prompts

> Order you would ask questions

> Last two golden questions (What have | not

asked that you want to tell me? Who else would you suggest that | interview’)

> Closing speech, review, and thank you

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lnterview Protocol (conf d)

» Interview Permission

> Give a person a chance to say yes or no

> Explain privacy, purpose of interview, recording, use of information

> Honor ethical issues around interviewing

> Provide appropriate recognition of time spent > Conduct yourself professionally

> Offer checking words, phrases, quotes, statistical

data

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Preparing for the Interview

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Preparing for the Interview (contd)

» Tips for Interviewing

> Determine how you will take notes

> Prepare well organized interview schedule — with

probe (or ICQ if appropriate) and follow up

questions ready (if necessary}

> Present yourself professionally

> Write script to introduce yourself and your

purpose (Ss)

> Listen carefully to what is actually said

> Ask when something is not clear

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Preparing for the Interview (contd)

» Tips for Interviewing (cont'd)

> Respect his or her time so be prompt

> Recognize what he or she cannot tell you

> Refrain from interpreting what is said; pay

attention to exactly what the interviewee says > Remember the phases of a research interview —

beginning, middle, end, and wrap up

> Honor the time commitment

> Close the interview thoughttully

> Thank the person

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Preparing for the Interview (contd)

» Improving the Interview

> Consider using ICQ — interview control questions — to assess attitudes and relationships

> Frame the interview > Build trust

> Cultivate curiosity

> Use active listening — scanning for meaning and non verbal behavior while interviewing

> Select your tone of listening

> Monitor foreground and background

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Stages of a Research Interview » Arranging an interview » Obtaining permission » Establishing guidelines > Warm-up > Asking questions > Following up on information

> Checking interpretations and recording > Ending and summarizing

» Thanking with a hand written note Vv

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Stages of a Research Interview (cont’d)

» Challenges of Interviewing

> Recording or note taking

> Listening carefully and closely and not hearing and recording what you want to hear

> Preparing good follow up questions > Developing prompts and probes

> Avoiding leading or loaded questions > Analyzing the results

— Individual interviews — Several interviews

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Stages of a Research Interview (cont’d)

» Problems in Collecting Data

> No responses

> Delayed responses

> Desire to please — interviewer or interviewee > Inconsistency in responses or in understanding

what is being asked

> Bias in respondent

> Bias in interviewer or observer

> Poor notes

> Note taking errors

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Unusual Interview Formats

» Telephone interviews

» Group interviews (and not focus groups}

» Door to door interviews

» Follow up interviews