1. Alfred Kobsa University of California, Irvine
Interviews
Alfred Kobsa
University of California, Irvine

2. When to chose an interview
Scope of problem not fully clear, unclear what to ask
Questions abstract, possibly not well understood, open-ended
Mailing lists not available
Rapid answers not needed
Specific location needed
Recording of responses difficult
Lots of information / holistic view from a few users needed (vs. little information from many users)
Narrow geographic distribution of respondents
Anonymity not required
Topics difficult to talk about

3. Problems to consider
Honesty (☛ check consistency, challenge answers, discard data, blacklist potentially dishonest user)
Self-incrimination (☛ emphasize “harmlessness”, “anonymity”, impunity)
Social desirability bias (☛ phrase questions carefully, use several questions for same concept, go for facts and not habits, attitudes or intentions)
Self-image (☛ see above)
Prestige response bias (☛ go for facts)

4. Steps Identify the objectives of the study (in writing)
Select the type of interview (structured, unstructured, semi-structured, contextualized, via phone vs. in person)
Decide how you will analyze the data (analysis software, statistical tests if any)
Formulate questions (mind double-barreled, double negatives, leading or loaded questions, and questions with self-image and social desirability bias)
Write questions down
Test your questions
Audiotape answers or use note-taker
Decide on awards for interviewees (if any)