Depth/intensive interviewing

1. Depth/intensive interviewing A Qualitative research method

2. Depth/intensive interviews • An interview is “a conversation between a researcher (someone who wishes to gain information about a subject) and an informant (someone who presumably has information of interest on the subject).” • (Berger, Media and communication research methods)

3. Why use depth/intensive interviewing? • Intensive interviewing is used to develop a comprehensive picture of the respondent’s background, attitudes and actions • Open-ended questions • Varies from structured to unstructured • Interviews can be lengthy • Could be hours in length • Becomes similar to a directed conversation • Requires active probing of responses

4. Why use depth/intensive interviewing? • When you are uncertain what the most significant issues in an area of study are, a depth interview with an expert or a typical group member can be especially valuable • Few assumptions prior to gathering data • Get as much information as possible from especially valuable sources • Information-rich method

5. Why use depth/intensive interviewing? • Can gain insights you had not imagined prior to the interview • Often respondents will hit you with something you had not expected • Can follow the internal logic of respondent’s thinking rather than imposing one from outside • Map the ways that people form their understanding of the topic • Can learn the actual language, metaphors, etc. respondents use to discuss topics

6. Why use depth/intensive interviewing? • Depth interviews allow for the development of the greatest levels of rapport between interviewer and respondent • If respondent is uncomfortable or unwilling to provide information in other formats, this may be the best way to gather that info • Greatest interviewer ability to help/guide the respondent • Respondents with limited language skills, uncertainty of research protocols, etc.

7. Why use depth/intensive interviewing? • Experts/famous people, etc. may be unwilling to sit still for traditional closed-ended questionnaire • The depth interview format often suits them, allows them to demonstrate their expertise • Much of what they gain from the research is that opportunity to demonstrate their knowledge • Recognition of their knowledge and expertise

8. What’s the catch? • The intensive interview demands a great deal of time and effort • It is not easily passed along to professional data collection providers • Need for significant knowledge/understanding to carry out the interview • Skill in interviewing is crucial • Potential for bias is great • Safety concerns • Data analyses are difficult and time-consuming • No two interviews are identical, so ‘adding up’ responses is difficult and perhaps invalid

9. Preparing for the interview • Study the topic • Know the language used to describe the content area • Know about the respondent, if possible • Plan an outline of topics to cover in an interview • Be ready to begin interviewing at any point from initial contact on • Provide a compelling reason why the person should be willing to talk to you • Expert respondents could tell you “I make $1,000 an hour and you are on the clock”

10. Sampling • Random selection of informants is rare • ‘Typical’ group members • Experts • Demanding respondents • People who have had unusual experiences • Select interviewees who • Are knowledgeable on the subject of interest • Are willing to talk • Represent a range of perspectives from within a group

11. How many interviews do I need? • Selection of new respondents should continue until a saturation point is reached, that is, until new interviews yield little additional information

12. Establishing and maintaining rapport • Do not violate standards of social behavior • Show respect for interviewee • Do not react in a negative manner to what she/he says • Demonstrate your appreciation for the time and effort the respondent provides you • Assure the informant of confidentiality • Before beginning the interview, explain clearly your purpose for asking the questions

13. Asking questions and recording answers • Plan questions around an outline (but be flexible) • Begin with a question relating to the respondent’s experience/relationship with the topic • For specific information, make questions short and to the point • Don’t waste your respondent’s time • To gain insight into respondent’s views, provide questions that are open platforms drawing her into the topic and letting her provide context, elucidate, etc. • “Grand Tour” questions • “What problems have you had with your broadband connection?”

14. Use nondirective probes • Follow-up questions should be tailored to answers • Clarifications should be specific—not “What do you mean?” • “When you mentioned that you had difficulty setting up your Second Life account, what were you referring to?” • When a respondent is ‘on a roll’ do not try to change direction • Unless the respondent is simply repeating himself/herself

15. Data collection • Tape recorders are a good idea and usually are ignored • Make sure you are recording! • Constant note-taking is a distraction • However, some respondents will give away good information when the tape recorder gets turned off

16. Triangulation • Depth interviews are often useful in concert with other methods • Combining participant observation and intensive interviewing can deepen understanding • May follow up an experiment with depth interviews • May call back selected survey participants to conduct depth interviews • Etc.

17. Sources used: • Schutt, R. K. (2004). Investigating the Social World, (4th ed.). Thousand Oaks, CA: Pine Forge.