Research

interviews
 Research

Research is a search for facts, answers, solutions and

information to reach conclusions.
Research is an endeavor to discover, develop and
verify knowledge. It is an intellectual process that has
developed over hundreds of years, ever changing in
purpose and form and always searching for truth.
-C.Francis Rummel

Search for facts may be in .

Arbitrary approach
Scientific approach
 Objectives of Research

1. Throw light on known or unknown thing.

2. Extension of knowledge.
3. Verify and test facts
4. Analyzing inter relationship between
variables.
5. Developing new tools, concepts and
theories.
 A Reascher is apersons with non-conventional
thinking;
person able to doubt on recently valid
theories/informations
person with appropriate dose of curiosity
person able to resist to fashionable hypotheses and
theories
person possessing excellent memory and appropriate
dose
a person with large and high quality of
knowledge
a creative person able to think, with good
memory
with large and deep cultural knowledge and
with
ability to persist in research work despite of
serious
problems
 Scientific Approach

Systematic, Controlled, empirical and

critical investigation of hypothetical
propositions about the presumed relations
among natural phenomenon.
- Kerlinger

Any organized inquiry designed and

carried out to provide information for
solving a problem
- Emory
 Formulation and set framework of research problem

Einstein:
If I have one hour for solving the problem on which
my life
is dependent, than I will devote 40 minutes to study
the problem, 15 minutes to analyse it, and only 5
minutes
to solve it
 Steps in Scientific Thinking

1. Definition of a problem.
2. Survey of past experience with problems of
previous investigations.
3. Formulation of Hypotheses indicating tentative
solutions.
4. Collection of new data or evidences.
5. Analysis of the data and summarization by
quantitative treatments.
6. Formulation of generalization.
 Characteristics of Scientific Inquiry

Validity Face validity

Content validity
Concurrent validity
Construct Validity

Reliability
Objectivity
Ethical Neutrality
Generalization
 Scientific Thinking

It starts with facts and continually returns to facts to

test and verify its hypothesis. It is based on empirical
evidences and establishes cause and effect relationship.
It can be in two approaches:
Induction Moves forward from particular to the
general.
Deduction Moves backward from general to
particular.
 Characteristics of Social science Research

Complexity of problem related Human

beings
i. Discovering new facts to test & established
facts.
ii. Analyzing relationship with individuals
and institutions or environment.
iii. Studying relationship between human
beings and natural laws.
 Research Objectives and Research Design

Research Objective Appropriate Design

To gain background information, to define terms, to clarify Exploratory

problems and develop hypotheses, to establish
research priorities, to develop questions to be
answered
To describe and measure marketing phenomena at a point Descriptive
in time
To determine causality, test hypotheses, to make if-then Causal
statements, to answer questions
 Interview

Interview is the verbal

conversation between two people
with the objective of collecting
relevant information for the purpose
of research.
 Why is Communication

Important?
Everything a man does involves
communication.
Ineffective communication can
leads to problems
Types of Communication

Speaking
Listening
Non Verbal
Writing
What Are the Barriers
To Communication?
Frames of Reference
Semantics
Value Judgments
Selective Listening
Filtering
Distrust
 Good Listening
Is An Active Skill

Observing what one does

Hearing what one says and how
one says it
Feeling how one is feeling
Sensing what one has not said, but
wishes to or means to say
 Listening Skills

1. Have a purpose or reason for listening.

2. Ask questions.
3. Provide speaker with verbal and nonverbal feedback

4. Be aware of your attitudes towards the speaker and

attempt to listen objectively.

5. Wait before responding. Do not formulate your response

while the speaker is delivering the message.
6. Listen with your eyes as well as your ears.

7. Listen for feelings as well as information.

8. Look for important themes.

9. Avoid imposing your values on the speaker. Listen

in a non-judgmental way.

10. Overlook negative aspects of the speakers delivery

which might interfere with your understanding
the message.
Guides for Giving and Receiving Feedback
(continued)

Criteria for Receiving Feedback

1. Dont be defensive.
2. Seek specific examples.
3. Be sure you understand (summarize).
4. Share your feelings about the comments.
5. Ask for definitions.
6. Check out underlying assumptions.
7. Be sensitive to senders nonverbal messages.
8. Ask questions to clarify.
 TYPES OF INTERVIEW

1. Personal Interview
2. Telephone Interview
3. Focus Group Interview
4. Depth Interview
5. Projective Techniques
 1. Personal Interview

Personal Interview: Is a face to face two way

communication between the interviewer and
the respondents. Generally the personal
interview is carried out in a planned manner
and is referred to as structured interview.
This can be done in many forms e.g. door to
door or as a planned formal executive meeting.
 Methods of conducting an
Personal Interview

A personal interview involves a lot of

preparation. Generally an personal
interview should go through the
following five/5 stages they are as
follows.
 a. Rapport Building

Interviewer should increase the

receptiveness of the respondent by
making him believe that his opinions are
very useful to the research, and is going
to be a pleasure rather than an ordeal.
 1. Introduction

An introduction involves the interviewer

identifying himself by giving him his name,
purpose and sponsorship if any. An
introductory letter goes a long way in
conveying the studys legitimacy.
 2. Probing

Probing is the technique of encouraging the

respondents to answer completely, freely and
relevantly.
 3. Recording

The interviewer can either write the response

at the time of interview or after the interview.
In certain cases, where the respondent allows
for it, audio or visual aids can be used to
record answers.
 4. Closing

After the interview, interviewer should thank

the respondent and once again assure him
about the worth of his answers and the
confidentiality of the same.
 5. Closing

After the interview, interviewer should thank

the respondent and once again assure him
about the worth of his answers and the
confidentiality of the same.
 2. Telephone Interview

Telephone interview the information is

collected from the respondent by asking him
questions on the phone is called as telephone
interview. The combination of telephone and
computer has made this method even more
popular.
 3. Focus Group Interview
Focus group interview is an unstructured
interview which involves a moderator leading
a discussion between a small group of
respondents on a specific topic.
Focus group interview results in advantages
summed up as 10 S. they as follow.
Synergism
Snowballing
 Cont.
Stimulation
Security
Spontaneity
Serendipity
Specialization
Scientific scrutiny
Structure
speed
 4. Depth Interview

Depth interview is nondirective in nature

where the respondent is given freedom to
answer within the boundaries of the topic
of interest.
 5. Projective Techniques
Projective Techniques involve the presentation of an
ambiguous, unstructured object, activity or person
that a respondent is asked to interpret and explain.
In Projective Techniques, the respondents are asked
to interpret the behaviour of others and this way they
indirectly reveal their own behaviour in the same
situation. Some of these techniques are discussed
below.
 Cont..
Word Association Test: Respondents are presented
with a list of words one at a time and they are asked
to respond immediately with the first things that come
to their mind e.g. in a study on book reading habits
the respondents can be presented with words like 2
states etc.
Cloud Picture Test: This shows two or more character
conversing with each other and cloud of one character
is left empty as a response to be filled by the
respondents according to his interpretation of what
the other characters are saying.
 Cont..
Sentence Completion Test: It is similar to a word
association test where instead of a word, a sentence is
left incomplete and the respondent is asked to fill it
with the first thought that comes to his mind e.g.
People who enter politics are..
Story Completion Study: A step further to sentence
completion, is the story completion study: Under this
a story is created by the researcher which defines the
topic of research and the respondents are asked to
complete the story.
 Advantages of Interview Method
1. Opportunity for Feedback Interviewer can provide direct
feedback to the respondent, give clarifications and help alleviate
any misconceptions or apprehensions over confidentiality that the
respondent may have in answering the interviewers questions
2. Probing Complex Answers Interviewers can probe if the
respondents answer is too brief or unclear. This gives interviewers
some flexibility in dealing with unstructured questions and is
especially suited for handling complex questions
3. Length of Interview If the questionnaire is very lengthy,
the personal interview is the best technique for getting
respondents to cooperate, without overtaxing their patience
 Cont..
4. Complete Questionnaires Personal ensures ensure that the
respondent will answer all questions asked, unlike in
telephone interview where the respondent may hang up or in
mail questionnaire where some questions may go
unanswered
5. Props & Visual Aids Interviewers have the opportunity of
showing respondents items such as sample products, graphs
ands sketches, which can aid in their answers
6. High Participation Interviewing respondents personally can
increase the likelihood of their participation, as many people
prefer to communicate directly verbally and sharing
information and insights with interviewers
Disadvantages of Interview Method
1. Cost Personal interviews are usually more expensive than mail,
telephone and internet surveys. Factors influencing the cost of the
interview include the respondents geographic proximity, the
length and complexity of the questionnaire, and the number of
non-respondents
2. Lack of Anonymity Respondents are not anonymous in a
personal (face-to-face) interview and may be reluctant to disclose
certain information to the interviewer. Hence, considerable must be
expended by the interviewer when dealing with sensitive questions
to avoid bias effects on the respondents part
3. Necessity for Callbacks When a person selected for interview
cannot be reached the first time, a callback has to be scheduled
which result in extra cost and time spent
 Cont..
4.Variance Effects It has been shown that the demographic characteristics
of the interviewer can influence the answers of the respondents. In one
study, male interviewers had a much larger variance of answers than
female interviewers in a sample of most female individuals
5. Dishonesty Interviewers cheat to make their life easier and save time and
effort
6. Personal Style The interviewers individual questioning style, techniques,
approach and demeanor may influence the respondents answers
7. Global Considerations Cultural aspects may influence peoples
willingness to participate in an interview (e.g. repressive Middle Eastern
cultures discourage females from being questioned by male interviewers)