INTERVIEW

This is a method that aims at knowing what the

respondents think and feel about the topic of research, and
explore their views, experiences, beliefs, and/or motivations
regarding specific matters.

Traditionally, interviews are face-to-face situations

wherein the researcher speaks directly to the respondent/s.
However, it can now be facilitated by modern communication
devices. Regardless of how it is conducted, an interview is "a
conversation with a purpose" that gives direction to the
question-answer activity between interviewer and interviewee.

TYPES

1. STRUCTURED INTERVIEW

This requires an interview schedule or a list of

questions answerable with one and only one item from a set of
alternative responses. This is a verbally administered
questionnaire with pre-determined questions with little to no
variations and with no follow-up questions to responses that
need elaboration.

2. UNSTRUCTURED INTERVIEW

This allows respondents to answer the questions based on

what they personally think and feel about it. It purely
depends on the respondents' decision-making skills, and with
no suggested answers. While this provides in-depth knowledge,
it can be time-consuming.

Non-directive interview: aims at gathering in-depth

information and usually has no pre-panned set of questions.

Focused interview: the interviewer is well aware of the

respondent and refocuses the interview to the key subject if
the respondent deviates from the topic.

Conversational/informal: unplanned set of questions that

are instantaneous during the interview.
3. SEMI-STRUCTURED INTERVIEW

A list of questions is prepared from which the respondent

can choose the correct answer, after which they answer another
set of questions to make them explain the reasons behind their
choices. This is a flexible and organized type of interview.

INTERVIEW APPROACHES

1. INDIVIDUAL INTERVIEW

Only one respondent is interviewed due probably to a lack

of trust among interviewees. Thus, this requires the
interviewer to interview the respondent separately from a
group.

2. GROUP INTERVIEW

The question is asked to a group of persons, after which

they take turns answering the question. This is also called as
focus group interview which aims to know people's preferences
and opinions. This is especially so in marketing research.

3. MEDIATED INTERVIEW

This takes place through electronic communication devices

(telephone, mobile phone, email, etc). This disregards non-
verbal communication.

Synchronous: respondents are interviewed via phone/online

chat and then later find time to see each other.

Asynchronous: two persons are interviewed at a different

time through internet/phone/other social media platform.

STEPS IN CONDUCTING THE INTERVIEW

1. Getting to know each other

 Establish friendship and relaxed mood for both

interviewer and interviewee.
 Show signs of appreciation and respect for the
interviewee and for the chosen venue.
 Warmly acknowledge each other and discuss several
aspects of the interview such as where you have to
 do it, where to begin, how comfortable you both are,
and how long the Q & A should be.

2. Having an idea of the research

 Tell the respondent about the nature of the

interview - its purpose, importance, scope, etc., so
that they can anticipate the kind of questions to be
asked.
 Assure them of the confidentiality of information
should they ask to remain anonymous.
 Stress the idea that the interview is for you to
know and hear their views, and to let them express
these views in their own words.

3. Starting the interview

 Open this step with a question to encourage the

respondent to talk about him/herself, including
his/her age, family, current activities and other
things.
 Ask also questions about the respondent's thoughts,
attitudes or performance on his/her current
assignment or work.
 These give you clues about how the respondent may
answer questions as well as give the interviewer an
idea how to ask questions.

4. Conducting the interview proper

 List your questions!

 Listen attentively!
 Take notes!
 Phrase your questions appropriately and properly and
anticipate possible answers.
 Try to elicit substantial responses and stick to
your main point of study.
 Seek clarifications if one area of the interview is
unclear.
  Manage your time - how many minutes are you
allotting for asking questions and for their
possible answers?
 Determine how you label the respondents' answers and
present them with a certain style like graphical or
narrative presentation.

5. Putting an end to the interview

 Use words that express your decision, wish or

attempt to ask the last question to give idea to the
interviewee that the interview is nearing its end.

6. Pondering over interview afterthoughts

 Give the respondent opportunity to ask questions

about the activity and give him/her an idea what
will happen next with the interview results.
 Do not forget to thank your interviewee.
 Interviews must be recorded (audio or video) and
must be transcribed verbatim afterwards.