Week-13,

Date Collection
Methods
 Revision of Last Lecture
• Preliminary Data collection
• Types of Information Sources
• Comparison of Four Basic Survey methods
Data collection techniques
Methods
• Face-to-face interviews
• Telephone interviews
• (mailed or personally delivered)
Computer-assisted interviews
(email)
• Questionnaires
 Interviewing
• Unstructured interviews
“The interviewer does not enter the
interview setting with a planned sequence
of questions that he will be asking the
respondent.” (Sekaran 190)
Questions are usually broad open ended
questions. Gives the research an indication
of the perceptions of the interviewee.
 Advantages
• Interviewer can follow up a
question with other questions to
draw out the interviewee’s
response more fully.
• Allows for wider exploration of
issues that only become known
during the interview.
• Does not put any constraints on
the interview or the questions.
 Disadvantages
• Less easy to analyze and draw conclusions
that have high external validity.
• Harder to ensure all interviewees are
asked the same questions so comparisons
between interviewees are harder to make.
• Potential to overlook a key issue that
might have warranted investigation
• More potential for bias to creep in.
 Structured interviews
“Are those conducted by the
interviewer when he or she knows
exactly what information is needed
and has a predetermined list of
questions that will be posed to the
respondents. The interviewer will
have written out these questions and/
or topics and will refer to this list
while conducting the interviews.”
(Sekaran 192)
 Tips for interviewing
• Must avoid bias - in the way the
questions are designed, asked or
responses received.
• Sometimes there can be interviewee bias
where the interviewee gives you the
answer they think you want.
• Establish rapport with the interviewee -
helps to telephone first, explain purpose,
arrange time that suits them etc.
• Do not asked ‘loaded’ questions
 Interviewing
• Goals
• Selection of respondents
• Interview logistics
• Content
• Question formulation
– “Attitude”
– Question types, questioning
strategies
• Dealing with the data
 Goals
• What do you need to know?
• From whom?
• How can you get at this
information?
• Validity and reliability issues
– Recollection and self-reporting
Interviews vs. surveys
• Interviews:
– Open-ended
– Can establish relationship with respondent
– Can follow up on responses
– Flexible
– Time consuming
• Questionnaires
– Self-administered
– Can survey many people
– Easy to analyze
– to ask for clarification
 Uses of Interviews in
Usability
• User and task analysis
– About current activity
– Ask about preferences, perceived needs
– Evaluation of available tools, services…
– Including: contextual interviews
• Watch them do their work, activity and ask about it
• Usability assessment at various stages of development
– Ask them about usability issues
– Interview them before and after they use a prototype
– Ask them about a product that they are using
– And so forth
 Goals - Content
• Respondents’ characteristics –
demographics, experience, training…
• Respondents’ opinions, preferences,
understandings, reasoning, opinions,
feelings… (Why did you x?)
• History
• Recollection of behavior
• Hypothetical
• Responses (“Try this and tell me …”)
 Goals: selection of
respondents
• From whom do you need info?
• From whom can you get info?
• What info can you get from people whom you can
reach?
• How much time will it take? What resources do you
have? Value?
• In general:
– Range of different kinds of people
– Several of each kind
– Look for people who are good information providers:
articulate, observant, cooperative
– Rule of thumb: keep going until you don’t learn
anything more
 Locating, identifying
respondents
• Ask people for suggestions
• Pre-qualify via phone or email
• Look at org charts and the like
• Know that some interviews will be
throwaways
• Be open to the unexpected
• Look for opposing views
• Be cautious:
– Managers vs. front-line employees
– Those whom they think you need to talk with
– People with axes to grind
 Logistics
• You are asking them to do you a favor and give you
their valuable time
• Contact them ahead of time
• Purpose of study, why them, what you want to know
• Scheduling – be flexible; be respectful of their time; be
clear how long you need
• Convenient for them
• Pairs, groups? Sometimes.
• In their location if you can
• NOT too many in one day
• Do your homework
 Logistics, more
• 2 interviewers if possible
– Questioner; note-taker
• Tape record if possible
– Ask permission, explain reasons
– Turn off if needed
– Make sure everything works, have back-
ups
• Detailed notes of your own ASAP
– Tape recorder, laptop
– Include impressions, physical setting,
chance events…
 The interview
• Explain goals of project, interviews – how you
will use data
• Promise and explain confidentiality
• Set them at ease, establish relationship
• Show that you have done your homework
• Know your goals going into interview
– Have a list of questions and/or topics
• Ask questions respectfully; follow up as
needed
• Thank them.
• Ask how to contact if you have later questions.
• The “going out the door” comments
 Gaining Trust
• Be honest
• Be interested
• Be sympathetic – but not artificially so
• Depersonalize conflicts, problems
• LISTEN; ask questions for clarification,
but also know when to keep silent
• Be willing to show your ignorance when
necessary
 Interview structures
• Demographics, easy questions first
• Specific to general
• General to specific
– “What do you generally shop for
online?”
– Evaluation of THIS site
• End with something easy and
congenial
• Match respondents’ language
• Match respondents’ behavior,
models of their work, their world
 Next topic
• Data Analysis & Report
Thank
U