Qualitative Interviews

Qualitative Interviews Jana Rückert-John 1

Agenda Differences between quantitative and qualitative interviews Types of qualitative interviews Focused interview Preparing an interview guide Behaviour of the interviewer Example: The use of organic food products in eating out 2

Differences between structured and qualitative interviews Qualitative interviews Are less structured/standardised Take the participant s viewpoint Encourage rambling off the topic Are more flexible Seek rich, detailed answers Aim to understand rather than to generalise Source: Bryman (2004) 3

Type of qualitative interviews Two major types (extremes) Structured Interview Quantitative Interviews Semi-structured Unstructured Interview Interview Qualitative Interviews 4

Type of qualitative interviews Unstructured interview Few, loosely defined topics Open-ended questions to allow free response Conversational style Semi-structured interview List of specific topics to cover (interview guide) Flexible question order and phrasing A lot of variety between them 5

Focused Interview (1) Developed by MERTON and KENDALL for communication and media research in the 1940s is used to collect qualitative data by setting up a situation The focus of the interview is determined by the researcher The objective is to understand the respondent s point of view 6

Focused Interview (2) Open-ended questions (question guide) Tell me about You said a moment ago can you tell me more? The researcher tries to build a rapport with the respondent. The interview is like a conversation. Prepared questions or questions that occur during the interview. 7

Focused Interview - Advantages Positive rapport High validity Complex questions and issues can be discussed / clarified Pre-set questions are an orientation Easy to record interview 8

Focused Interview - Disadvantages Depends on the skill of the interviewer Unconscious signals of the interviewer (interviewer effect) Time consuming Expensive Not very reliable Difficult to analyse Difficult to generalise 9

Comparison Methodological Premises Semi-structured interview Unstructured interview Openness Partly Completely Communication Interview guide Narrative Process orientated Partly Given Flexibility Relative low High Explication Yes Yes Theoretical preconditions Hypothesis Concept Verification primarily, generation too Nearly without Generation Perspective of the interviewees Partly Given 10

Preparing an interview guide 11 List of issues or questions 1. General research area 2. Specific research questions 3. Interview topics 4. Formulate interview questions 5. Review / revise interview questions 6. Pilot guide 7. Identify novel issues 8. Revise interview questions 9. Finalise guide Source: Bryman (2004)

Kinds of questions 12 Introducing questions Tell me about... Follow-up questions Probing questions Specifying questions Direct questions Indirect questions Structuring questions Silence Interpreting questions Source: Kvale (1996) What do you mean by that...? Could you say some more about that? What happened next? Do you find it easy to keep smiling when serving customers? What do most people think about? Let s move on to Allow pauses Do you mean that?

Qualification criteria of an interviewer Structuring Knowledgeable Balanced Interpreting Remembering Clear Gentle Sensitive Open 13 Source: Kvale (1996)

After the interview 14 Make notes about your observations: How the interview went Was the interviewee talkative, cooperative, nervous, well-dressed/scruffy, etc? Where the interview took place Any other feelings about the interview Did it open up new avenues of interest? The setting Source: Bryman (2004) Busy/quiet, many/few other people in the vicinity, new/old buildings, use of computers etc

Organic food products in eating out 15

Information about the project Titel: Use of organic food products by food supply services: status quo, difficulties and success factors, opportunities for development and need for political action Runs: 01 June 2002-29 February 2004. Project leaders: Prof. Dr. Dr. Franz Kromka, Dr. Jana Rückert-John, University Hohenheim. Funded by the national programme of organic production, by the Federal Ministry of Food, Agriculture and Consumer Protection 16

Question and aims of the project Problem There is a market share of 2 percent by organic food products in eating out. Question How can we describe the status quo of use? What are difficulties and success factors of the use of organic food products? What are opportunities for development and needs for political action to promote organic food? Aims 1. Representative data and statements about the current use of organic food in restaurants and facilities of communal feeding. 2. Development of strategies for a successful use of organic food products in eating out businesses. 3. The increase of the share of organic food products in eating out businesses. 17

Research methods of the project Description of the status quo: 676 interviews per telephone in the catering and restaurant industry 594 self-completion questionnaires in facilities of communal food services Quantitative Research Strategy Analyse of the difficulties and success factors: 7 Best-Practice-Case studies in facilities of communal feeding and restaurants (kindergarten, canteen of university, staff canteen, catering, hospital, two restaurants) Qualitative Research Strategy 18

Setting for the case studies Product and price management Instruction of the employees communication policy Kitchen Buying Organisation and its aims Chef Manager/Director Processing/handling of the food products Employees/Staff Distribution/Sale 19 Suppliers Environment Guests

Methods for the case studies Semi-structured interviews with the following actor groups Kitchen chef (see extra paper!) Manager Employees Suppliers Self completion questionnaire Guests Documents analysis 20

Both methods in comparison 21

Qualitative interviewing versus participant observation Advantages of participant observation in comparison to qualitative interviewing Seeing through others eyes Learning the native language Access to deviant or hidden activities Sensitivity to context of action Flexibility in encountering the unexpected Naturalistic emphasis 22 Source: Bryman (2004)

Qualitative interviewing versus participant observation 23 Advantages of qualitative interviewing in comparison to participant observation Finding out about issues resistant to observation Interviewees reflect on past events / life course Fewer reactive effects Less intrusive Longitudinal research (follow-up interviews) Greater breadth of coverage Specific focus Source: Bryman (2004)

Internet source for qualitative research (Languages: German, English, Spain) http://www.qualitative-research.net/fqs 24

Literature Bryman, A. (2004): Social Research Methods. Second Edition. Oxford: University Press. Kvale, S. (1996): InterViews: An Introduction to Qualitative Research Interviewing. London: Sage. Witzel, A. (2000): The Problem-centered Interview. In: Forum: Qualitative Research (FQS). http://www.qualitative-research.net/fqs Mey, G. (1999): Adoleszenz, Identität, Erzählung. Theoretische, methodische und empirische Erkundungen. Berlin: Köster. Silverman, D. (1997): Qualitative Research: Theory, Method amd Practice. London: Sage. Silverman, D. (2001): Interpreting Qualitative Data. Methods for Analysing Talk, Text and Interaction. Second Edition. London: Sage. Mason, J. (1996): Qualitative Researching. London: Sage. Miller, R. L. (2000): Researching Life Stories and Family Histories. London: Sage. Merton, R. K. / Kendall, P. (1956): The Focussed Interview. Glencoe. 25