The Nature of Qualitative Interviews

Clive McGoun: Communicating CultureClive McGoun: Communicating Culture 11

Qualitative Research: Qualitative Research: InterviewingInterviewing

Interview proceduresInterview procedures

Types of interviewTypes of interview


Interviewing: DefinitionInterviewing: Definition

Interviewing is a meeting of two persons to Interviewing is a meeting of two persons to exchange information and ideas through exchange information and ideas through questions and responses, resulting in questions and responses, resulting in communication and joint construction of communication and joint construction of meaning about a particular topic.meaning about a particular topic.

Janesick (2004): 72Janesick (2004): 72


Interviewing: preliminary thoughtsInterviewing: preliminary thoughts

Material gathered through interviews is one of the most common Material gathered through interviews is one of the most common methods in field researchmethods in field research

Often used as a primary method or a way of further focussing Often used as a primary method or a way of further focussing participant-observationparticipant-observation

Interviews allow material to be accessed from social situations Interviews allow material to be accessed from social situations where the researcher was not/cannot be presentwhere the researcher was not/cannot be present

Key participants are individuals who appear to have a wide Key participants are individuals who appear to have a wide knowledge of the social situation you are interested inknowledge of the social situation you are interested in

Sometimes they are individuals who stand at the of the ‘culture’ you Sometimes they are individuals who stand at the of the ‘culture’ you are investigatingare investigating

Useful in establishing the most important research questionsUseful in establishing the most important research questions May enable access to other situations, people or organisationsMay enable access to other situations, people or organisations Dangers: Do interviews offer a biased view? Do interivewees have Dangers: Do interviews offer a biased view? Do interivewees have

their own agenda?their own agenda? Ethical issues: Are interviews exploiting these individuals?Ethical issues: Are interviews exploiting these individuals?


Interviewing: procedures (1)Interviewing: procedures (1)

Establishing relationshipsEstablishing relationships The key is ensuring the person you are The key is ensuring the person you are

interviewing is at ease. How do you do that?interviewing is at ease. How do you do that?• Tell them what you are doing and whyTell them what you are doing and why• Ask for permission to use a tape recorder/take Ask for permission to use a tape recorder/take

notesnotes• Ensure confidentiality …Ensure confidentiality …• Be sensitive to body language and tone of voiceBe sensitive to body language and tone of voice• Ask non-threatening questions firstAsk non-threatening questions first


Interviewing: procedures (2)Interviewing: procedures (2)

Use a schedule which specifies the topics Use a schedule which specifies the topics or themes to be coveredor themes to be covered For structured interviews this lists the For structured interviews this lists the

questions to be askedquestions to be asked For unstructured interviews it reminds you For unstructured interviews it reminds you

which topics/issues to cover (these might not which topics/issues to cover (these might not occur in the same order in the interview).occur in the same order in the interview).


Types of interviewTypes of interview

Interviews range from:Interviews range from: StructuredStructured Semi-structuredSemi-structured unstructuredunstructured (directed)(directed) (non-directed)(non-directed)


Structured InterviewsStructured Interviews

Structured Interviews have explicit Structured Interviews have explicit research goalsresearch goals

Are similar to a verbal approximation of a Are similar to a verbal approximation of a survey questionnairesurvey questionnaire

Allow for easy comparison between Allow for easy comparison between participantsparticipants

Responses are shaped by the researcherResponses are shaped by the researcher


Unstructured InterviewsUnstructured Interviews

Unstructured Interviews have an implicit research Unstructured Interviews have an implicit research agendaagenda

Are similar to ‘steered conversations’ or ‘conversations Are similar to ‘steered conversations’ or ‘conversations with a purpose’with a purpose’

Questions emerge typically from the conversationQuestions emerge typically from the conversation Skill is in finding the most appropriate time to ask Skill is in finding the most appropriate time to ask

questionsquestions

Choosing which type of interview to use depends on the Choosing which type of interview to use depends on the nature of the research and who you are interviewing.nature of the research and who you are interviewing.

Interviews can move from being structured at the Interviews can move from being structured at the beginning to more unstructured at the endbeginning to more unstructured at the end


Interview TaskInterview Task

Find someone you know to interview. The Find someone you know to interview. The interview should last approximately 15 interview should last approximately 15 minutes.minutes.

What are your beliefs about friendship?What are your beliefs about friendship?


Types of Interview Questions (1)Types of Interview Questions (1)

Degree of focusDegree of focus ‘‘grand-tour questions:grand-tour questions:

• Could you show me around the building?’Could you show me around the building?’• ‘‘What are the general purposes of this room?’What are the general purposes of this room?’

These enable a broad picture to be obtainedThese enable a broad picture to be obtained Specific questions:Specific questions:

• ‘‘Please tell me more about …’Please tell me more about …’ These help to find out more specific These help to find out more specific

informationinformation



Degree of open-endednessDegree of open-endedness Open-endedOpen-ended

• ‘‘How do you feel about …’How do you feel about …’ Used to discover participant’s perception of the Used to discover participant’s perception of the

situation. Allows participants to interpret questions situation. Allows participants to interpret questions their own way. Allows new questions to be generated.their own way. Allows new questions to be generated.

Closed questionsClosed questions• ‘‘Do you agree with the idea that …’Do you agree with the idea that …’

Restricts participant’s response. Useful to confirm Restricts participant’s response. Useful to confirm findingsfindings



Types of informationTypes of information DescriptiveDescriptive

• Could you tell me what happened that evening?Could you tell me what happened that evening? StructuredStructured

• ‘‘What factors do you think are involved in …?’What factors do you think are involved in …?’ ContrastContrast

• ‘‘In what way has the course improved since last year?’In what way has the course improved since last year?’ ClarificationClarification

• ‘‘You talk about how objects represent people. Can you You talk about how objects represent people. Can you clarify for me what you mean?’clarify for me what you mean?’

Follow-upFollow-up• ‘‘You mentioned organising space in the gallery. Can you tell You mentioned organising space in the gallery. Can you tell

me how you organise the display space?’me how you organise the display space?’


Understanding interview materialUnderstanding interview material

Knowledge is gained from the interviewee’s viewpointKnowledge is gained from the interviewee’s viewpoint Research material is gathered from the interaction Research material is gathered from the interaction

between the interviewee and the researcherbetween the interviewee and the researcher The primary goal is to understand and interpret these The primary goal is to understand and interpret these

materials in terms of the context in which they were materials in terms of the context in which they were produced:produced:

Was the interview pre-arranged?Was the interview pre-arranged? Was the interviewee at ease?Was the interviewee at ease? What type of questions were asked?What type of questions were asked? When and how were they asked?When and how were they asked?

We will do more work on what to do with material collected from We will do more work on what to do with material collected from interviews in a later sessioninterviews in a later session


Next sessionNext session

Reading for 19Reading for 19thth November November

• Van Maanen, J. (1988). Van Maanen, J. (1988). Tales of the Field, On Tales of the Field, On Writing EthnographyWriting Ethnography. London, University of . London, University of Chicago Press. Ch. 5Chicago Press. Ch. 5

• Clifford, J. (1986). On Ethnographic Allegory. Clifford, J. (1986). On Ethnographic Allegory. Writing Culture: The Poetics and Politics of Writing Writing Culture: The Poetics and Politics of Writing CultureCulture. J. Clifford and G. E. Marcus. London, . J. Clifford and G. E. Marcus. London, University of California Press.University of California Press.

The Nature of Qualitative Interviews

Education

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