Transcript Slide 1

Lecture 5
Chapter 9
Chapter 10
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Chapter 9
Primary data with “Interviews”
• This chapter covers the concept of
– Collecting primary data using a mode of interviews
• Qualitative research interviews should allow researchers
to collect a rich and detailed set of data (ask why?)
– Youtube: do we asking why!
• However, researchers 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
• That is how to convert those interviews into meaningful information
for your research project
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Chapter 9
(cont)
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Interviews can be differentiated according to:
1. The level of structure, such as semi- etc
2. Standardization, such its format
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Different types of interviews are useful for
different type of research purposes
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Types of qualitative interviews
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Types of Qualitative Interviews
Three types of qualitative interviews:
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Structured (descriptive study)
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Semi-structured (explanatory study)
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Predetermined, standardized/identical set of questions
Used as a mean to identify general patterns of events
Non-standardized, list of themes or questions
Used to understand the relationships between variables (descriptive study)
Unstructured or in-depth (exploratory study) (youtube: Indepth)
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Informal, open questions to explore in-depth study in an area
Used to find out “what is happening and in-depth understanding”
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These methods can be used to explore topics and explain their
findings (how?)
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Sometimes, research project may include using all methods
(how?)
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Types of interviews
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In each of the above cases, it may
involve to two types of interviews:
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(Refer to Figure 9.1)
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1. One to one
2. One to many
– Needed skills (to p7)
– Ensure data quality
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Dot Com – HK case
Youtube -
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Skills needed for conducting
interviews
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Researchers require to develop significance of:
1. Personal conduct
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2.
To overcome the redundancy to give confident information (Youtube: Qualitative interview)
Ensure High response rate, if contacts are obtained
2. The nature of data collection questions
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large number of questions (why?)
Complex questions/open-ended
Order of logic is varied
3. Length of time required from these who provide
data
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2.
Allocate time for lesser pressure to interviewees
Time they can spend (willingness for longer time if in person interviews
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Ensuring data quality
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Researchers require to consider:
1. Data quality issues
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Reliability
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Interview bias, validity, and generalizability
2. Level of competence (to p12)
3. Logistical and resource matters
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Reliability
Here, it is not to ensure results can be
replicated by other researcher but to
1. make and retain notes relating to the design of
the research
2. justify research and choice of research
methods
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(Youtube: qualitative research design)
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Interview bias, validity, and
generalizability
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Preparation and readiness for the interview
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2.
Level of information supplied to the interviewee
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3.
A dress code must be observed to match the interviewees
Nature of opening comments
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Provide with them a list of theme before interview
Also Attempt to get more organizational documents of copies of materials
Appropriateness of the researcher’s appearance at the
interview
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Level of your knowledge in your research topic
Need to be knowledgeable about the organizational context
Engage a comfortable conversation such as greeting, show interesting to their job nature and then
move to creditability and friendliness so to relax the environment
Approaching to questions
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Need to phrased question clearly, use open questions to avoid bias, avoid too many
theoretical or jargon terms
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Let the most sensitive questions to the end
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Interview bias, validity, and
generalizability (cont)
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Impact of behavior
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Demonstration of attentive listening skills
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Show that you are an attentive listener, such as eyes contact etc
Scope of understanding
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Need properly, like inclined a bit forward to interviewee instead of flooding up your
arms
Avoid comments, or non-verbal behavior
Must test your understanding by summarizing an explanation by the them
Approach to recording data
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Need to find a mean to record of all data collected
10. Cultural differences
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More concern with data collection method to field such as cross cultural-national
survey by few different ppl
11. Generalizability
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Attempt to generalize the observation instead of “first glace” behavior, such as
locality vs rigorous case study
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Level of competence
Here is to develop a level of competence:
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Open the interview
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Using appropriate language
Questioning
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Include answers from words such as what, how and why for explanations
Formulating questions to explore area that interested to you
Listening
Testing and summarizing understanding
Behavioral cues
Record data
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Tape records vs notes droping
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Logistical and resource matters
1.
4.
Need determine how much they willing to devote to
such interviews
Allocate sufficient resources if travelling is needed
Examine the feasibility of proposed questions and
research strategy
Managing time for group Vs individual interviews
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Managing time for producing a transcription,
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such as 1 hr recording = 10 hrs to translation
Youtube: analyzing
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Chapter 10
• Questionnaires
– Collect data by asking people to respond to exactly
the same set of questions that u have for your
research project
• How to design them
– The choice is influenced by
• The research question(s)/Objective(s)
• The resources, such as dbase etc
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Forms of interview
• Refer to Figure 10.1
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• Assignment …… experiment within group
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How to prepare them?
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Questionnaire Preparation
• One needs to know precisely:
– What to collect from the questionnaire (type of information)
– What to answer from the questionnaire (how to rate them)
– Assistant?
• Data requirement table
• A good design would ensure
– Its validity, reliability and high response rate
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– How to achieving it?
• The use of wording is important
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How to designing them
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Introduced objective's) carefully
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For high response rate, using covering letter
Care of wordings
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Ensure that there is not confusing or misunderstanding
The sequence of questions
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Should be logical to the respondent (how?)
Can be assisted by filter questions and linking phrases
Closed Vs Open questions
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closed could be pre-coded to facilitate analysis
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Layout
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Easy to read and easy to fill in
Pilot Test
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To ensure its validity and reliability
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Types of Open questions
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Open
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List
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Category
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Ranking
Rating (scale)
Quantity
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Open
• List 5 good points
using this system
1. _______
2. _______
3. _______
4. _______
5. _______
• List 5 bad points
using this system
1. _______
2. _______
3. _______
4. _______
5. _______
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List
• Please tick the following that applied to
your case:
Services
email
e-banking
e-trading
Provided
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Category
• How often do you conduct e-banking?
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(here, users should only tick/select one category only)
First visit
2 or more a day
once a week
Less than once a week
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Ranking
• Please ranking the order of the following
events:
Importance
Design
value of money
speed
enjoyment
user-friendliness
others ______ (please specified)
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Rating
• Please rate the important of the following
events:
Strongly disagree
Strongly agree
1. I feel that e-banking is important to me
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Quantity questions
• What is your year of birth 19
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Please kindly indicate your degree of agreement with each of the following statements by circling the appropriate number in the five-point Likert scale
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2
Strongly
Disagree
disagree
A. About working environment in your organization
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Neutral
Agree
Strongly agree
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In general, I have a very good relationship with my
organizational members.
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In general, I am very close to my organizational members.
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I always hold a lengthy discussion with my organizational
members.
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I know my organizational members will always try and
help me out if I get into difficulties.
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I can always trust my organizational members to lend me
a hand if I need it.
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I can always rely on my organizational members to make
my job easier.
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I can always rely on my organizational members to do as
they say they will do.
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My organizational members and I always agree on what
is important at work.
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My organizational members and I always share the same
ambitions and vision at work.
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My organizational members and I are always enthusiastic
about pursing the collective goals and missions of the
whole organization.
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Pilot test and assessing validity
• Pilot test
• Testing for reliability
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• At last, Administering the questionnaire
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Pilot test
• Self testing
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How long is the questionnaire took to complete
The clarity of instructions
Questions were unclear or ambiguous
Layout is clear and attractive
Any other comments
• Helps from Interviewers
– Are any questions for which visual aids should have been
provided
– Any difficulty in finding their way through questionnaire
– Recording answers correctly
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Testing for reliability
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Factoring analysis
Data convergent
Internal consistency
T-tests
etc
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Adm the questionnaire
• On-line questionnaires
• Postal questionnaires
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On-line questionnaires
• Contact recipients by emails and advise
them to expect a questionnaire – presurvey contact
• Email the questionnaire with a cover letter
• Email the first/second/third follow after
one/three/month after email was sent
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Postal Questionnaire
• Ensure letter, questionnaire are printed and envelopes
addressed
• Contact person in advance and advise them to expect a
questionnaire
• Post the survey with a covering letter and a return
envelop (with stamps)
• Follow up first/second/third time after one/three/months
after questionnaire was sent
• Life cycle
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