Collecting Primary Data

using•Observations

•Interviews•Questionnaires

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Primary data Data collected specifically for the research

project being undertaken.

Primary data can be collected using:

1. Observations

2. Interviews

3. Questionnaires

2. Collecting Primary data Using interviews

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Research interviews

Definition

‘An interview is a purposeful discussion between two or more people’

Kahn and Cannell (1957)

Types of interview used in research

Semi-structured StructuredIn-depth Group

Saunders et al. (2009)

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

questions to guide their note taking1. Outline the ways in which each of the forms

of qualitative interview in Fig 10.2 link to particular purposes of research and research strategies.

2. Which situations best favour interviews?

3. What are the key data quality issues and problems (validity and reliability) associated with using interviews? How might these be overcome?

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Types of interviews Interviews

Interviews: a purposeful discussion between two or more people (Kahn and Cannell, 1957).

2 main types: structured (standardized) and unstructured (non-standardized).

Structured personal interviews (questionnaires) Highly formalized and structured, using standardized questions. The interviewer has a list of prescribed questions for all the interviewese or

respondents. Advantage: more interviews can be conducted.

Unstructured personal interviews Informal Interviews takes the form of a discussion Excellent for exploratory and descriptive research purposes. Interviewer directs the conversation by indentifying topical issues and

allowing the interviewee to talk extensively about them. Advantage: great deal of information can be collected. Disadvantage: analysis and interpretation problems. Consume more time.

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

non-standardised (qualitative) research interviews The use of non-standardised (qualitative) research

interviews should allow the collection of a rich and detailed set of data, although there will be a 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.

Interviews can be differentiated according to the level of structure and standardisation adopted.

Different types of interviews are useful for different research purposes.

Non-standardised (qualitative) research interviews include two broad types1. in-depth or unstructured interviews and 2. semi-structured interviews.

• A research design may incorporate more than one type of interview.

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Research purpose and strategy (1)Forms of interview

Saunders et al. (2009)Figure 10.1 Forms of interview

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Research purpose and strategy (2)

Uses of different types of interview in each of the main research categories

Saunders et al. (2009)

Table 10.1 Uses of different types of interview in each of the main research categories

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interviews In-depth and semi-structured interviews can be

used in quantitative as well as qualitative research.

Situations favouring use of non-standardised (qualitative) interviews method to collect data are related to

1. Purpose of the research2. the significance of establishing personal contact, 3. the nature of data collection questions, and 4. the length of time required from those who provide

data.

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Data quality issues to consider in semi-structured and in-depth interviews

A number of data quality issues in relation to semi-structured and in-depth interviews, related to: 1. Reliability

Will alternative researchers reveal similar information?

2. Forms of bias Interviewer bias Interviewee or response bias

3. Validity and generalisability Use of case study Significance to theoretical propositions. Testing

existing theory.

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Data quality issues …(2)

The importance of preparation – the 5 Ps

‘prior planning prevents poor performance’

Saunders et al. (2009)

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interview preparation (1)

Associated issues

Interviewer’s level of knowledge

Level of information supplied to interviewees

Creating an interview guide

Appropriateness of location

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interview preparation (2)

Associated issues

Researcher’s appearance – dress code

Shaping the interview - opening comments

Approach to questioning – clarity and reducing bias

Use of critical incident technique

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interview preparation (3)

Associated issues

Appropriate interviewer behaviour- verbal and non-verbal

Attentive listening skills and testing understanding

Approaches to data recording - notes and tape-recording

Cultural differences and bias

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interviewing competence Opening of the interview Using appropriate language Approaches to Questioning Listening Testing and summarising Recognising and dealing with difficult

participants. Recording data

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Approaches to Questioning Types of question format:

1. Open questions2. Probing questions

Reflection questions Supplementary

3. Specific and closed questions

4. Don’t ask LEADING or PROPOSING QUESTIONS

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interviewing competence (2)

Advantages and disadvantages of audio-recording interviews

Saunders et al. (2009)

Table 10.3 Advantages and disadvantages of audio-recording the interview

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interviewing competence (3)

Other issues to consider

Dealing with difficult participants –Table 10.2

Managing resources – logistics and time

Obtaining participants’ permission for interview records (written and taped)

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interviewing competence (4)

Additional forms of interviews:

Group interviews

Focus groups

Telephone interviews

Internet and intra-net mediated interviews

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Interviewing competence (5)

Forms of electronic interviews

Saunders et al. (2009)

Figure 10.2 Forms of electronic interviews

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Summary: Chapter 10

Use of non-standard (qualitative) interviews should generate rich and detailed data

Different types of interview are useful for different research purposes

Qualitative interviews are generally categorised as in-depth (structured) and semi-structured

Research design may incorporate more than one type of interview

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Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

Summary: Chapter 10

Using qualitative interviews is related to the research strategy and data collection questions

Establishing personal contact with subjects and the length of time required are significant factors

Data quality issues, interviewer competence and resource management are important considerations

Face-to-face (individual, group and focus group) and electronic interviews can all be advantageous