Business Research Methods William G. Zikmund Chapter 18: Fieldwork

Fieldworker

Who Conducts Fieldwork? FIELD INTERVIEWING SERVICE FIELD- WORKERS IN-HOUSE INTERVIEWERS BRIEFING SESSIONS

In-House Training RECORDING MAKING INITIAL RESPONSES CONTACT PROBING ASKING QUESTIONS TERMINATING INTERVIEWS

Making Initial Contact and Securing the Interview “Good afternoon, my name is…” Foot-in-the-door Door-in-the-face

Asking the Questions Exactly as worded Read slowly Questions in the proper order Ask every question Repeat questions that are not understood

Probing Verbal attempts made by a field-worker when the respondent must be motivated to communicate his or her answers more fully Probes enlarge and clarify

Probing Tactics SILENT PROBE REPEAT QUESTION REPEAT REPLY NEUTRAL

Recording the Response

Terminating the Interview How to close interview and exit household is important Reinterviewing may be required

Fieldwork Management Select Train Supervise Control

Interviewer Cheating Filling in fake answers or falsifying interviews Verification by reinterview