Interview

Field Methods
Lesson Objective

• Describe the nature of interviews and identify

strengths and limitations of interview as data
collection method
What is a research interview?
• A research interview is a formal conversation between
two individuals to gather information
• During the interview, the researcher, or interviewer,
asks the interviewee a series of questions about the
research topic
• Research interviews seek an in-depth understanding
of the topic
What is a research interview?
• Interviews delve deeper into:
• Feelings: People may have feelings about something you
can't easily quantify.
• Reasons: An interviewee can explain their answer rather
than checking a yes/no box.
• Ambiguity: Sometimes, people have mixed feelings about
a product, feature, or option.
• Experience: In an interview, people reveal their unique
backgrounds and life experience.
Essential Factors for interviews

• Formulating interview questions

• Selecting an interview format
• Finding appropriate subjects
• Developing Interview Skills
What are the main types of interview?
1. Focus groups
2. Structured interview
3. Unstructured interview
4. Semi-structured interview
5. Personal in-person interview
6. Phone interviews
7. Online interview
Focus Groups
• A focus group usually consists of interviewing 8–12 people
together
• Strenghts: (1) Can garner a lot of feedback from multiple
participants in one session; (2) Simpler than arranging one-on-
one interviews.
• Limitations: (1) more extroverted and aggressive participants
may dominate the discussion, while shy people may be
reluctant to speak up; (2) A group setting also requires skilled
interviewers who keep the discussion on point. While the
setting is usually informal, the session needs to stay on-topic.
Structured Interview
• A structured interview is usually a one-on-one discussion between interviewer
and interviewee.
• Strengths: (1) Focused and efficient, with less room for deviation from the
topic and biases (2) Each interviewee answers identical questions, so the
results are clear and easier to interpret than in a less structured interview.
• Limitations: (1) The formal atmosphere of a structured interview may put
interviewees on guard, making them less likely to provide authentic answers;
(2)Some interviewees are inclined to provide the answers they think the
interviewer wants, which is the social desirability bias.
• NOTE: While the standardized approach is useful in some ways, there are
advantages to observing people's reactions when they are engaging more
spontaneously
Unstructured Interview
• An unstructured or non-directive interview is where questions are open-ended and
informal.
• In contrast to a structured interview, the interviewer does not have a predetermined list of
questions. This creates a more conversational tone and relaxed atmosphere.
• Unstructured interviews essentially have the reverse pros and cons of structured
interviews.
• Strengths: Interviewees are more relaxed and likely to provide honest and spontaneous
answers.
• Limitations: The informality of unstructured interviews makes it more challenging to
analyze results systematically. Since the questions are likely to differ from one interview
to the next, there will be a wider range of possible responses. This means it takes more
time to analyze the results.
Semi-Structured Interview
• A semi-structured interview lies between a structured and unstructured
format
• The interviewer does not have a strict list of questions to ask in a
predetermined order. Instead, a general framework gives the interview
some structure
• Strength: A semi-structured interview can combine some of the benefits
of structured and unstructured interviews. The format is controlled
enough to provide some structure but informal enough to keep the
conversation casual and interviewees at ease
• Limitation: Similar to those of unstructured interviews to a lesser degree.
It can be difficult to compare interviewee responses with precision.
Personal Interview
• A personal interview is an in-person, one-on-one conversation
between the interviewer and interviewee. Personal interviews can
also be structured, unstructured, or semi-structured.
• Strength: There are no distracting influences from other group
members. Attention is focused to one person only, allowing for in-
depth communication.
• Limitation: Time and expense of arranging in-person sessions with
each interviewee may pose a challenge
Phone Interview
• Strengths:
• Convenient for researchers and interviewees
• Can save time and money
• Larger reach for a short period time
• People who may be reluctant to take the time to attend a live session are
more likely to agree to a phone interview at their convenience.
• Limitations:
• Being unable to observe body language and facial expressions
• Many people are distracted while on the phone
• Respondents may be multitasking while on the phone
Online Interview
• Online interviews provide some of the benefits of phone interviews with some
additional possibilities.
• Online interviews fall into two general categories: Asynchronous and
synchronous.
• Asynchronous interviews can be conducted via email. This includes one-on-
one interviews, where interviewees respond to individual emails. There are
also group interviews with group emails.
• Synchronous interviews are real-time, using chat programs or video
conferencing software.
• Video interviews provide many of the advantages of live interviews
• Limitation: Gadgets and statble internet connection are needed for smooth
facilitation.
What type of interview is the best?
• You need to consider your needs and budget when determining the
best interview method for your research
• Generally, focus groups and other in-person interviews becomes most
effective and authentic when conducted in the interviewees
environment as this allows for the most depth and quality of
communication
• Time and financial constraints are considerations
• The best method should be one that will yield most effective results
How to conduct a research interview

1. Define your objectives

2. Prepare your questions
Prepare your questions
Questions can focus on the following:
• behaviours: what the respondent does or has done
• opinions or values: what the respondent thinks about the research
topic
• feelings: the respondent's feelings about the research topic
• background or demographics: standard background questions about
the respondent's job status, age, income and education
• knowledge: facts about the research topic
• sensory: what the respondent saw, heard, tasted or smelled
Prepare your questions
Questions can focus on the following:
• behaviours: what the respondent does or has done
• opinions or values: what the respondent thinks about the research
topic
• feelings: the respondent's feelings about the research topic
• background or demographics: standard background questions about
the respondent's job status, age, income and education
• knowledge: facts about the research topic
• sensory: what the respondent saw, heard, tasted or smelled
Characteristics of good interview questions
(https://aultman.libguides.com/c.php?g=974169&p=7042440)

• Open-ended and elicit a long response from the

interviewee (can't be answered yes/no or with one
word)
• Focus on the experience of the interviewee
• Don't lead the interviewee toward a particular
response
• Address a single issue/point (i.e. don't ask multi-part
questions)
Writing interview questions
(https://aultman.libguides.com/c.php?g=974169&p=7042440)

• 1.Write down the larger research questions of the

study. Outline the broad areas of knowledge that are
relevant to answering these questions.
• 2.Develop questions within each of these major areas,
shaping them to fit particular kinds of respondents.
The goal here is to tap into their experiences and
expertise.
Writing interview questions
(https://aultman.libguides.com/c.php?g=974169&p=7042440)

• 3.Adjust the language of the interview according

to the respondent (child, professional, etc.).
• 4.Take care to word questions so that
respondents are motivated to answer as
completely and honestly as possible.
Writing interview questions
(https://aultman.libguides.com/c.php?g=974169&p=7042440)

• 5.Ask “how” questions rather than “why”

questions to get stories of process rather than
acceptable “accounts” of behavior. “How did you
come to join this group . . .?”
• 6.Develop probes that will elicit more detailed
and elaborate responses to key questions. The
more detail, the better!
Writing interview questions
(https://aultman.libguides.com/c.php?g=974169&p=7042440)

• 7.Begin the interview with a “warm-up” question—

something that the respondent can answer easily and at
some length (though not too long). It doesn’t have to
pertain directly to what you are trying to find out, but
this will put you more at ease with one another
• 8.Think about the logical flow of the interview. What
topics should come first? What follows more or less
“naturally”? This may take some adjustment after
several interviews.
Writing interview questions
(https://aultman.libguides.com/c.php?g=974169&p=7042440)

• 9.Difficult or potentially embarrassing questions

should be asked toward the end of the interview,
when rapport has been established.
• 10.The last question should provide some
closure for the interview, and leave the
respondent feeling empowered, listened to, or
otherwise glad that they talked to you.
Example:
This study aims to know the relationship between the level of
stress and academic performance of the college students of STI-WNU
during SY 2023-2024.
Specifically, this will answer the following questions:
1. What is the profile of the repondents?
2. What is the level of stress of therepondents?
3. What is the academic performance of the repondents?
4. Is there a significant relationship between the level of stress and the
academic performance of the repondents?
5. How do students experience stress?
 Research Matrix
Question Data Method of Collection Sources
1. What is the profile of Age Questinnaireof Personal Section 1 of Questionnaire
the repondents? Gender Information (Open-Ended Items)
Course and Year
Parents’ Income
2. What is the level of Stress of Students Perceived Stress Scale by Section 2 of Questionnaire
stress of therepondents? Cohen (Scale)

Or Researcher-made Scale
3. What is the academic Grades of Students Secondary Data requested Secondary Data
performance of the from the Department (secure from Registrar or
repondents? Department)

4. Is there as significant Data Set for StressLevel Provided in No. 2 & 3 Statistical Computation
relationship between ... Data Set for Academic Perf.
5. How do students Qualitative Descrpitions Interview Structured Interview
experience stress? Responses
Interview Schedule (Interview Guide)
• a plan or a list containing a set of structured questions that
have been prepared, to serve as a guide for interviewers,
researchers and investigators in in collecting information or
data about a specific topic or issue
• Generally, interview schedule should have the following three
major parts:
• 1. Opening / Engagement
• 2. Body / Interview Proper
• 3. Closing / Termination
Activity: Preparing Interview Questions
•Draft an “Interview Schedule or Guide”
focused on the question, “How do
students experience stress?”
•Prepare your plan and questions for
Engagement, Interview Proper,
Termination
•Interview can be conducted in 60
minutes only
How to conduct a research interview

1. Define your objectives

2. Prepare your questions
3. Choose the type of format
Common Interview Formats
1. Focus groups
2. Structured interview
3. Unstructured interview
4. Semi-structured interview
5. Personal in-person interview
6. Phone interviews
7. Online interview
How to conduct a research interview
4. Choose your respondents
• Some Considerations:
• age
• gender
• annual income
• where they live
• family and job status
• education
• psychographic characteristics, such as personality, lifestyle, values
and attitudes
• Number of people to interview
How to conduct a research interview

5. Prepare for the interview

• Choose a setting for the interview
• Explain the purpose of the interview
• Address terms of confidentiality
• Provide details of the interview
How to conduct a research interview
•6. Conduct the interview
• Ask one question at a time
• Give the respondents time to answer and allow them to speak without
interruption
• During the interview, encourage answers by nodding your head or
asking for clarification on specific responses.
• You can record the interview for future reference, but ensure the
respondent is aware of the recording.
How to conduct a research interview
•6. Conduct the interview
• You may take notes or ask the interviewee to fill in a written
questionnaire as part of the interview process
• Be wary of your body language and facial expression throughout the
interview.
• It's important to appear open and interested in the respondent's
answers.
Interview Mindset
(https://aultman.libguides.com/c.php?g=974169&p=7042440)

• While the research interview is a one-on-one interaction, it's not a

normal conversation. As the interviewer, it's expected that
interviewers:
• Are knowledgeable on the topic of the interview (this may require
some background research)
• Are able to structure and guide the interview to keep it relevant but
flexible
• Are able to remember and interpret the information gained in the
interview
• Are sensitive to the interviewee's position and their rights
10 Key Active Listening Skills
(https://waywithwords.net/resource/active-listening-interview-strategies/)

•#1 Building Rapport and Trust

•#2 Clarifying and Summarising
•#3 Avoiding Assumptions and Biases
•#4 Nonverbal Communication
•#5 Empathetic Listening
10 Key Active Listening Skills
(https://waywithwords.net/resource/active-listening-interview-strategies/)

•#6 Asking Open-Ended Questions

•#7 Resisting the Urge to Interrupt
•#8 Reflective Listening
•#9 Maintaining Focus
•#10 Continuous Self-Improvement
Building Rapport and Trust
• Ensure that your interviewee is not only more likely to
open up, but they also feel valued and respected
• Use their name when addressing them
• Remember to thank them for their time at the end to
leave a lasting positive impression.
Clarifying and Summarising
• This not only demonstrates your engagement but also
ensures that you fully understand the interviewee’s
perspective
• When you clarify and summarise, you can also use this as an
opportunity to seek further details or ask follow-up
questions.
• Example: After your interviewee shares a complex idea, you
could say, “So, if I understand correctly, you’re saying that…”
Avoiding Assumptions and Biases
• Set aside your preconceived notions and biases.
• It’s essential to approach each interview with an open mind and a
willingness to learn.
• Assumptions can lead to misinterpretations and missed opportunities
for deeper insights
• It’s essential to reflect on your own perspectives and consider how
they may influence your understanding of the interviewee’s
responses. Self-awareness is key to combating biases effectively.
Nonverbal Communication
• Nonverbal cues are the unsung heroes of active listening.
• Subtle gestures like maintaining eye contact, nodding in agreement,
and adjusting your body language to convey engagement play a
pivotal role in effective communication.
• These cues signal to the interviewee that you are fully engaged and
receptive to their words.
• Nonverbal cues should align with the tone of the conversation.
Empathetic Listening
• Empathy is a key element of active listening.
• Understanding the interviewee’s emotions and experiences allows
you to connect on a deeper level and show genuine care for their
perspective.
• Empathetic listening fosters an environment where interviewees feel
heard, respected, and validated.
• It important to use phrases that show you understand the
interviewee’s feelings. Phrases like “I can see that this meant a lot to
you” or “I can imagine that must have been really challenging” “I can
imagine that must have been really tough for you.”
Asking Open-Ended Questions
• Crafting open-ended questions is a skill that can transform interviews.
• Open-ended questions encourage interviewees to share more about
their thoughts and experiences, prompting meaningful and in-depth
responses.
• They create a space for the interviewee to express themselves freely
and provide a broader range of perspectives and insights.
Resisting the Urge to Interrupt
• Interrupting your interviewee can disrupt their flow and hinder the
development of a comprehensive answer.
• Active listening demands that you patiently wait for the speaker to
finish before responding. This not only allows the interviewee to
express themselves fully but also demonstrates respect for their
perspective.
• If you have a burning question or thought, jot it down as a note
during the interview. This way, you can revisit it once the interviewee
has concluded their point, maintaining the flow of the conversation.
Reflective Listening
• Reflective listening goes beyond words; it involves mirroring the
interviewee’s emotions and experiences.
• This technique validates their feelings and demonstrates that you
truly understand their perspective.
• By reflecting their emotions and experiences, you create a deeper
connection and reassure the interviewee that their thoughts and
feelings are acknowledged.
Maintaining Focus
• Maintaining focus during an interview is a challenge.
• Active listening demands your undivided attention and discipline in
resisting distractions.
• Distractions not only undermine the quality of your interview but also
convey disinterest to the interviewee.
• Create a conducive interview environment.
• Ensure that you are in a quiet and distraction-free
• Turn off your phone or any other potential distractions during the
interview to ensure you’re fully engaged.
What to do when you listen
• Take note of the non-verbal communication you convey
• Listen to understand the underlying feelings
• Do not interrupt
• Do not judge
• Do not argue mentally
• Empathize
• Use of non-verbal cues
• Clarify—ask questions to get more information if necessary
• Paraphrase in your own words for clarificatiion
 DO’S Don'ts

• Making eye contact • Fidgeting

• Maintaining an interested • Sighing
facial expressions • Foot tapping
• Nodding • Texting
• Facing the other person • Yawn
• Maintaining an attentive
posture
• Keeping a close proximity
Continuous Self-Improvement
• Active listening is a skill that can always be improved.
• Regularly reflect on your interviews and identify areas where you can
enhance your listening techniques.
• Seek feedback from peers, mentors, or even the interviewees
themselves to gain valuable insights into your strengths and areas for
improvement.
Interview Simulation
• Interview Simulation - Performance Task.docx