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

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

After reading this chapter, you will be able to: 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.

Have clear idea of objectives of interviews 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.

Can be complex, time-consuming 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

Briefly repeat purpose Be friendly, respectful 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

Having preconceived ideas of what you will hear 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

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

Do as soon as possible after interview 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

Type of group interview 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

Deciding it is appropriate method for your topic 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

Budget and schedule Number of groups Type of participants Recruiting 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

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

Late-arrivals and no-shows Too much time on early questions 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

Review recording, notes Themes and patterns Codes, meta-codes 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