1. Systems Analysis and Design Kendall and Kendall Fifth Edition
Chapter 5 Interviewing
Systems Analysis and Design
Kendall and Kendall
Fifth Edition

2. Copyright © 2002 by Prentice Hall, Inc.
Major Topics
Question format
Interviewing techniques
Recording the interview
Joint Application Design (JAD)
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Interviewing
Interviewing is an important method for collecting data on information system requirements
Interviews reveal information about
Interviewee opinions
Interviewee feelings
About the current state of the system
Organizational and personal goals
Informal procedures
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4. Planning the Interview
Five steps in planning the interview are
Reading background material
Establishing interview objectives
Deciding whom to interview
Preparing the interviewee
Deciding on question types and structure
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Question Types
There are two basic types of interview questions:
Open-ended
Closed
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Open-Ended Questions
Open-ended interview questions allow interviewees to respond how they wish, and to what length they wish
Open-ended questions are appropriate when the analyst is interested in breadth and depth of reply
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7. Advantages of Open-Ended Questions
Eight benefits of open-ended questions
Putting the interviewee at ease
Allowing the interviewer to pick up on the interviewee's vocabulary
Reflect education, values, attitudes, and beliefs
Providing richness of detail
Revealing avenues of further questioning that may have gone untapped
(continued)
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8. Advantages of Open-Ended Questions
Benefits of open-ended questions (continued)
More interesting for the interviewee
Allows more spontaneity
Makes phrasing easier for the interviewer
Useful if the interviewer is unprepared
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9. Disadvantages of Open-Ended Questions
The five drawbacks include
May result in too much irrelevant detail
Possibly losing control of the interview
May take too much time for the amount of useful information gained
Potentially seeming that the interviewer is unprepared
Possibly giving the impression that the interviewer is on a "fishing expedition”
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10. Closed Interview Questions
Closed interview questions limit the number of possible responses
Closed interview questions are appropriate for generating precise, reliable data which is easy to analyze
The methodology is efficient, and it requires little skill for interviewers to administer
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11. Benefits of Closed Interview Questions
Six benefits are
Saving interview time
Easily comparing interviews
Getting to the point
Keeping control of the interview
Covering a large area quickly
Getting to relevant data
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12. Disadvantages of Closed Interview Questions
Four drawbacks of closed interview questions include
Boring for the interviewee
Failure to obtain rich detail
Missing main ideas
Failing to build rapport between interviewer and interviewee
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13. Bipolar Questions and Probes
Bipolar questions are those that may be answered with a ‘yes’ or ‘no’ or ‘agree’ or ‘disagree’
Bipolar questions should be used sparingly
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Probing Questions
Probing questions elicit more detail about previous questions
The purpose of probing questions is
To get more meaning
To clarify
To draw out and expand on the interviewee's point
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Question Pitfalls
Avoid leading questions, those that imply an answer
Leading questions tend to guide interviewees into responses apparently desired by the interviewer
These questions should be avoided to reduce bias and improve reliability and validity
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Question Pitfalls
Avoid double-barreled questions, asking two questions at once
These questions should be avoided because interviewees may answer only one question, leading to difficulties in interpretation
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Question Sequencing
There are three basic ways of structuring interviews:
Pyramid, starting with closed questions and working toward open-ended questions
Funnel, starting with open-ended questions and working toward closed questions
Diamond, starting with closed, moving toward open-ended, and ending with closed questions
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Pyramid Structure
Begins with very detailed, often closed questions
Expands by allowing open-ended questions and more generalized responses
Is useful if interviewees need to be warmed up to the topic or seem reluctant to address the topic
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Funnel Structure
Begins with generalized, open-ended questions
Concludes by narrowing the possible responses using closed questions
Provides an easy, nonthreatening way to begin an interview
Is useful when the interviewee feels emotionally about the topic
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Diamond Structure
A diamond-shaped structure begins in a very specific way
Then more general issues are examined
Concludes with specific questions
Is useful in keeping the interviewee's interest and attention through a variety of questions
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21. Structured and Unstructured Interviews
A completely structured interview is planned and the plan is strictly followed
Closed questions are the basis of structured interviews
An unstructured interview is conversational
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22. Ten Tradeoffs: Structured and Unstructured Interviews
Evaluation
Amount of time required
Training required
Spontaneity allowed
Reliability
Flexibility
Interviewee insight provided
Interviewer control
Precision
Breadth and depth
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23. Recording the Interview
Interviews can be recorded with tape recorders or notes
Audio recording should be done with permission and understanding
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24. Advantages of Audio Recording the Interview
The four advantages are
Providing a completely accurate record of what each person said
Freeing the interviewer to listen and respond more rapidly
Allowing better eye contact and better rapport
Allowing replay of the interview for other team members
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25. Disadvantages of Audio Recording the Interview
The four disadvantages are
Possibly making the interviewee nervous and less apt to respond freely
Possibly making the interviewer less apt to listen since it is all being recorded
Difficulty in locating important passages on a long tape
Increasing costs of data gathering
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26. Advantages of Note Taking During Interviews
Keeping the interviewer alert
Aiding recall of important questions
Helping recall of important interview trends
Showing interviewer interest in the interview
Demonstrating the interviewer's preparedness
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27. Disadvantages of Note Taking During Interviews
Losing vital eye contact
Losing the train of conversation
Making the interviewee hesitant to speak when notes are being made
Causing excessive attention to facts and too little attention to feelings and opinions
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Before the Interview
Contact the interviewee and confirm the interview
Dress appropriately
Arrive a little early
Affirm that you are present and ready to begin the interview
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29. Beginning the Interview
Shake hands
Remind them of your name and why you are there
Take out note pad, tape recorder
Make sure tape recorder is working correctly
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Opening Questions
Start with pleasant conversation, open-ended questions
Listen closely to early responses
Look for metaphors
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During the Interview
The interview should not exceed 45 minutes to one hour
Make sure that you are understanding what the interviewee is telling you
Ask for definitions if needed
Use probing questions
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Closing the Interview
Always ask “Is there anything else that you would like to add?”
Summarize and provide feedback on your impressions
Ask whom you should talk with next
Set up any future appointments
Thank them for their time and shake hands
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Interview Report
Write as soon as possible after the interview
Provide an initial summary, then more detail
Review the report with the respondent
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