DVM 3140 Lecture Notes - Lecture 5: Unstructured Interview, Focus Group
9 Oct 2014
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Interviews: type of interviews structured, unstructured, semi-structured, structured: developing and using an interview protocol with a set of pre- determined questions. Strengths: flexible, establish rapport with participants, high response rates. Limitation: expensive, possibility of interview error or data being altered, interviewer/respondent bias: phone: Strengths: faster, less expensive, better control over bias, questions/answers more controlled, ethno-cultural sensitivity. Limitation: can be perceived as a sales pitch, limited data collection options, bias (social reactivity: sexuality, religion, and political themes are sort of better done through phone, audio/video recording: Strengths: full transcripts possible, access to independent analysis. Limitations: intrusive, may reduce disclosure, privacy, substantial and costly analysis. Interviewee is picked based on ability to shed light on a topic (mostly: types of questions, open-ended: does not limit respondent to yes or no or to rate experience on a scale. Can be good to collect socio-demographic information before the interview process.
