1. Lecture 5
Chapter 9
Chapter 10
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2. 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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3. Chapter 9 (cont) Interviews can be differentiated according to:
The level of structure, such as semi- etc
Standardization, such its format
Different types of interviews are useful for different type of research purposes
Types of qualitative interviews
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4. Types of Qualitative Interviews
Three types of qualitative interviews:
Structured (descriptive study)
Predetermined, standardized/identical set of questions
Used as a mean to identify general patterns of events
Semi-structured (explanatory study)
Non-standardized, list of themes or questions
Used to understand the relationships between variables (descriptive study)
Unstructured or in-depth (exploratory study) (youtube: Indepth)
Informal, open questions to explore in-depth study in an area
Used to find out “what is happening and in-depth understanding”
These methods can be used to explore topics and explain their findings (how?)
Sometimes, research project may include using all methods (how?)
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5. Types of interviews
In each of the above cases, it may involve to two types of interviews:
(Refer to Figure 9.1)
One to one
One to many
Needed skills
Ensure data quality
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6. Dot Com – HK case
Youtube -
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7. Skills needed for conducting interviews
Researchers require to develop significance of:
Personal conduct
To overcome the redundancy to give confident information (Youtube: Qualitative interview)
Ensure High response rate, if contacts are obtained
The nature of data collection questions
large number of questions (why?)
Complex questions/open-ended
Order of logic is varied
Length of time required from these who provide data
Allocate time for lesser pressure to interviewees
Time they can spend (willingness for longer time if in person interviews
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8. Ensuring data quality Researchers require to consider:
Data quality issues
Reliability
Interview bias, validity, and generalizability
Level of competence
Logistical and resource matters
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9. Reliability
Here, it is not to ensure results can be replicated by other researcher but to
make and retain notes relating to the design of the research
justify research and choice of research methods
(Youtube: qualitative research design)
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10. Interview bias, validity, and generalizability
Preparation and readiness for the interview
Level of your knowledge in your research topic
Need to be knowledgeable about the organizational context
Level of information supplied to the interviewee
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
A dress code must be observed to match the interviewees
Nature of opening comments
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
Need to phrased question clearly, use open questions to avoid bias, avoid too many theoretical or jargon terms
Let the most sensitive questions to the end
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11. Interview bias, validity, and generalizability (cont)
Impact of behavior
Need properly, like inclined a bit forward to interviewee instead of flooding up your arms
Avoid comments, or non-verbal behavior
Demonstration of attentive listening skills
Show that you are an attentive listener, such as eyes contact etc
Scope of understanding
Must test your understanding by summarizing an explanation by the them
Approach to recording data
Need to find a mean to record of all data collected
Cultural differences
More concern with data collection method to field such as cross cultural-national survey by few different ppl
Generalizability
Attempt to generalize the observation instead of “first glace” behavior, such as locality vs rigorous case study
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12. Level of competence Here is to develop a level of competence:
Open the interview
Include answers from words such as what, how and why for explanations
Using appropriate language
Questioning
Formulating questions to explore area that interested to you
Listening
Testing and summarizing understanding
Behavioral cues
Record data
Tape records vs notes droping
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13. Logistical and resource matters
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
Managing time for producing a transcription,
such as 1 hr recording = 10 hrs to translation
Youtube: analyzing
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14. Chapter 10 Questionnaires How to design them
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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15. Forms of interview Refer to Figure 10.1
Assignment …… experiment within group
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How to prepare them? 16

17. 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
How to achieving it?
The use of wording is important
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18. How to designing them Introduced objective's) carefully
For high response rate, using covering letter
Care of wordings
Ensure that there is not confusing or misunderstanding
The sequence of questions
Should be logical to the respondent (how?)
Can be assisted by filter questions and linking phrases
Closed Vs Open questions
closed could be pre-coded to facilitate analysis
Layout
Easy to read and easy to fill in
Pilot Test
To ensure its validity and reliability
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19. Types of Open questions
List
Category
Ranking
Rating (scale)
Quantity
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20. 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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21. List Please tick the following that applied to your case:
Services Provided
e-banking
e-trading
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22. Category How often do you conduct e-banking?
(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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23. Ranking Please ranking the order of the following events: Design
value of money
speed
enjoyment
user-friendliness
others ______ (please specified)
Importance
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24. Rating Please rate the important of the following events:
1. I feel that e-banking is important to me
Strongly disagree
Strongly agree
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25. Quantity questions
What is your year of birth 19
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26. Please kindly indicate your degree of agreement with each of the following statements by circling the appropriate number in the five-point Likert scale. 1 2 3 4 5
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
A. About working environment in your organization 1.
In general, I have a very good relationship with my organizational members. 1 2 3 4 5 2.
In general, I am very close to my organizational members. 3.
I always hold a lengthy discussion with my organizational members. 4.
I know my organizational members will always try and help me out if I get into difficulties. 5.
I can always trust my organizational members to lend me a hand if I need it. 6.
I can always rely on my organizational members to make my job easier. 7.
I can always rely on my organizational members to do as they say they will do. 8.
My organizational members and I always agree on what is important at work. 9.
My organizational members and I always share the same ambitions and vision at work.
10.
My organizational members and I are always enthusiastic about pursing the collective goals and missions of the whole organization.
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27. Pilot test and assessing validity
Testing for reliability
At last, Administering the questionnaire
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28. Pilot test Self testing Helps from Interviewers
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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29. Testing for reliability
Factoring analysis
Data convergent
Internal consistency
T-tests
etc
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30. Adm the questionnaire On-line questionnaires Postal questionnaires
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31. On-line questionnaires
Contact recipients by s and advise them to expect a questionnaire – pre-survey contact
the questionnaire with a cover letter
the first/second/third follow after one/three/month after was sent
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32. 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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