Practical Tourism Research 2 nd Edition

1. CABI TOURISM TEXTS Practical Tourism Research 2nd Edition STEPHEN L.J. SMITH COMPLEMENTARY TEACHING MATERIALS

2. CABI TOURISM TEXTS CHAPTER 5 Personal Interviews and Focus Groups

3. CABI TOURISM TEXTS LEARNING OBJECTIVES • After reading this chapter, you will be able to: • Know when and why you might use personal interviews in your research. • Run a personal interview, including preparations before the interview, conduct the interview, and conclude it. • Develop techniques for coding transcripts of your interviews. • Explain the applications and limitations of focus groups. • Run a focus group, including advance and on-site preparations. • How to report on the results of a focus group.

4. CABI TOURISM TEXTS 1 Getting started: personal interviews • Have clear idea of objectives of interviews • Select a location comfortable for subject • Labour-intensive • Samples usually very small • Make effort to fit in • Appropriate dress, vocabulary • Know names of local places, organizational structure, services/products offered by business, etc.

5. CABI TOURISM TEXTS 2 Recruiting participants • Can be complex, time-consuming • May need to work through hierarchy or officials to get permission or access individuals • Be sensitive to local schedules, calendars • Clearly explain purpose of interview • Reassure about confidentiality • Check about recording, note-taking

6. CABI TOURISM TEXTS 3 The interview • Briefly repeat purpose • Be friendly, respectful • If business or government setting, exchange business cards • Know local customs for handling cards • Offer accurate estimate of time for interview • During interview: be alert to body language • Signs of impatience, annoyance, sensitive topics • As conclusion draws near, ease disengagement – thanking participant

7. CABI TOURISM TEXTS 4 Potential problems: the interviewer • Having preconceived ideas of what you will hear • Departing from your interview guide • Providing inappropriate feedback • Getting emotionally involved • Asking questions that are too difficult

8. CABI TOURISM TEXTS 5 Potential problems: the subject • Misunderstanding purpose of interview • Lack of interest • ‘Strategic’ answering

9. CABI TOURISM TEXTS 6 Coding • Do as soon as possible after interview • Work with transcript if you have one • Two alternative strategies: • Read relevant studies and previous research to prepare for coding • Avoid reading other researchers’ work/ideas to keep your thoughts fresh • Preliminary codes • Meta-codes • Journaling – notes to yourself about observations, thoughts

10. CABI TOURISM TEXTS Focus groups 7 • Type of group interview • Shades of meaning, areas of debate or alternative views/issues • Challenges • Recruiting participants • Unexpected group dynamics • Combining with surveys • As a preliminary step to survey • Build on initial survey findings • Supplemental tool to help interpret survey findings • As the primary tool with surveys supplementing findings

11. CABI TOURISM TEXTS 8 Phases of conducting focus groups • Deciding it is appropriate method for your topic • Logistical arrangements • Recruiting, arranging venues • Facilitating session • Analysis and presentation of results

12. CABI TOURISM TEXTS 9 Logistical issues • Budget and schedule • Number of groups • Type of participants • Recruiting • Location, time, date • Room amenities • Recording, note-taker • Compensation

13. CABI TOURISM TEXTS 10 Facilitating the session • Welcome and introduction • Overview of purpose of session • Ground rules • Questions and discussion • Wrap-up

14. CABI TOURISM TEXTS 11 Potential problems • Late-arrivals and no-shows • Too much time on early questions • Non-responsive group • Overly responsive group • Inappropriate participant interaction • Bad weather • Unexpected volunteers

15. CABI TOURISM TEXTS 12 Analysis • Review recording, notes • Themes and patterns • Codes, meta-codes • Don’t simply tabulating all answers • Develop a coherent interpretation of what was said • Look for differences of opinion • Illustrate key findings with direct quotations