Interview Method of Data Collection

Definition: Interview is verbal questioning. In research, Lindzey Gardner has defined interview as “a two-person conversation, initiated by the interviewer for the specific purpose of obtaining research-relevant information and focused by him on the content specified by the research objectives of description and explanation”.

Functions of interview:

Two major functions of the interview techniques are described as under:

• Description
• Exploration

Description: The information received from the respondent provides insight into the nature of social reality. Since the interviewer spends some time with the respondents, he can understand their feelings and attitudes more clearly, and seek additional information wherever necessary and make information meaningful for him.

Exploration: Interview provides insight into unexplored dimensions of the problem.

Characteristics of interview: Black and Champion have pointed out the following characteristics of an interview:

• Personal communication.
• Equal status: The status of the interviewer and the interviewee is equal.
• Instant response.
• Temporary relationship between the interviewer and the interviewee.
• Considerable flexibility in the format of the interview.

Types of interviews:

Unstructured: There are no specifications in the wording of the questions or the order of the questions. The interviewer forms questions as and when required. The structure of the interview is flexible.

Structured: Is based on the structured interview-guide which is little different from the questionnaire. It is a set of specific points and definite questions prepared by the interviewer.

Standardized: In standardized interviews, answer to each question is standardized as it is determined by a set of response categories given for this purpose. The respondents are expected to choose one of the given options as the answer.

Unstandardized: Is one in which the responses are left open to the respondent. This is used mainly in qualitative research.

Individual: Where the interviewer interviews only one respondent at a time.

Group interview: More than one respondent are interviewed simultaneously. The group can be small, say, of two individual (e.g., husband and wife, or two co-workers in a factory) or large, say, of 10 to 20 persons (say students in a class).

Self-administered: The respondent is supplied a list of questions along with instructions for writing answers in the appropriate place on the interview form.

Other-administered: The interviewer himself writes answers to questions on the response sheet.

Unique: Is one which the interviewer collects entire information in one interview.

Panel interviews: The interviewer collects information from the same group of respondents two or more times at regular intervals. If different respondents are involved in various stages for asking the same question, it is called Trend Study.

Soft interview: Here the interviewer guides the respondents without putting any pressure on them.

Hard interview: Here, the interview resembles a police interrogation. The interviewer questions the validity and completeness of the answers obtained, often warning the respondents not to lie and forcing them to give an answer when they hesitate.

Personal interviews: There is face to face contact between the interviewer and the interviewee.

Non-personal interviews: No face-to-face contact, but the information is collected through telephone, computer or some other medium.

Conditions for a successful interview: Collecting data through the interview technique may be easy, yet its adequacy, reliability and validity pose important problems. Interviewers differ in interest and skill; respondents differ in ability and motivation. Gardner has pointed out three conditions for successful interviewing:

• Accessibility
• Understanding
• Motivations

Accessibility: For giving information to the interviewer, the respondent must have access to the information.

Understanding: The respondent sometimes is not able to understand what is expected of him. Unless he understands the significance of the research, the concepts and terms used, the nature of answers which the interviewer expects from him, his answers might be out-of-track.

Motivation: The respondent needs to be motivated not only for giving information but also giving accurate information. The fear of consequences, being suspicious about the interviewer, and dislike of the subject are some of the factors which decrease the level of respondents’ motivation. The interviewer, therefore, has to try to reduce the effect of these factors.