Research Methods William G. Zikmund, Ch18
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Transcript of Research Methods William G. Zikmund, Ch18
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Business Research Methods
William G. Zikmund
Chapter 18:
Fieldwork
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Fieldworker
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Who Conducts Fieldwork?
FIELD-FIELD-WORKERSWORKERS
FIELD INTERVIEWINGFIELD INTERVIEWINGSERVICESERVICE
IN-HOUSEIN-HOUSEINTERVIEWERSINTERVIEWERS•BRIEFING SESSIONSBRIEFING SESSIONS
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In-House Training
MAKING INITIALMAKING INITIALCONTACTCONTACT
PROBINGPROBING
RECORDING RECORDING RESPONSESRESPONSES
ASKINGASKINGQUESTIONSQUESTIONS
TERMINATINGTERMINATINGINTERVIEWSINTERVIEWS
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Making Initial Contact and Securing the Interview
• “Good afternoon, my name is…”
• Foot-in-the-door
• Door-in-the-face
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Asking the Questions
• Exactly as worded
• Read slowly
• Questions in the proper order
• Ask every question
• Repeat questions that are not understood
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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
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SILENTSILENTPROBEPROBE
REPEAT REPLYREPEAT REPLY
NEUTRAL NEUTRAL QUESTIONQUESTION
REPEAT QUESTIONREPEAT QUESTION
Probing Tactics
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Recording the Response
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Terminating the Interview
• How to close interview and exit household is important
• Reinterviewing may be required
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Fieldwork Management• Select • Train• Supervise• Control
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Interviewer Cheating
• Filling in fake answers or falsifying interviews
• Verification by reinterview