Other Types of Interviews and Focus Groups

Copyright © Allyn & Bacon 2010 Advantages:  Reduced staff requirements  Widespread geographic areas  Economical  Can be recorded Disadvantages:  Subjects with no telephone  Unlisted numbers  Caller ID  Loss of visual cues Telephone Interviews

Copyright © Allyn & Bacon 2010 CATI  By phone  Can skip transcription  Provides an added sense of anonymity  Loss of visual cues CAPI  Face-to-face or remote  Responses can be recorded directly into computer  Type or use voice recognition software Computer Assisted Interviewing

Web-Based Interviews Copyright © Allyn & Bacon 2010 Synchronous Environments  Real-time chat rooms, instant messenger protocols, real-time threaded communications Asynchronous Environments  , message boards, privately hosted bulleting posting areas

Berg says focus group interviews are….. “extremely dynamic interactions among and between group members that can stimulate discussion” Copyright © Allyn & Bacon 2010 Focus Groups

What is a Focus Group? Copyright © Allyn & Bacon 2010 Group discussion  Should be manageable size Facilitated by a moderator who  Draws out information  Monitors informal group discussion  Encourages free speaking

Problems to Avoid Copyright © Allyn & Bacon 2010 Running a focus group without reason Vague objectives Using too few groups Over-reaching Too many individuals in each group Too much or not enough moderator influence Unprofessional moderators

Advantages Copyright © Allyn & Bacon 2010 Highly flexible Large amounts of information in short amounts of time Better understanding of group dynamics Complex sampling strategies not required

Disadvantages Copyright © Allyn & Bacon 2010 Quality linked to facilitator skill Limited number of questions Dominant personalities can steer group response Data difficult to generalize

The Moderator’s Guide Copyright © Allyn & Bacon 2010 Systematic and procedural guide  Introduction and introductory activities  Basic rules or guidelines  Question-and-answer  Special activities or exercises  Sensitive issues

Basic Focus Group Ingredients Copyright © Allyn & Bacon 2010 Clearly defined objective and/or research problem Nature of the group Environment and rapport Aware listening facilitator Well-organized and prepared facilitator Structure and direction Research assistance Systematic analysis

Should you use a Focus Group? Copyright © Allyn & Bacon 2010 Will focus group data inform the research questions? Will you obtain the best data for the time and money? Is this the best technique for the population of interest? Will focus groups enhance a project through triangulation?

Analyzing Focus Group Data Copyright © Allyn & Bacon 2010 Step 1: Transcription  Transcribe the entire interview verbatim including all probes and any slang Step 2: Observer notes  Interactionary cues of the group Step 3: Analyze discussion content  Identify trends and patterns

Analysis Tips Copyright © Allyn & Bacon 2010 Avoid quantifying results Provide quotations to support your assessment Offer individual group member characteristics Make a point or state a pattern before offering quotes.

Copyright © Allyn & Bacon 2010 Advantages:  Reduced costs  Broad geographic scope  Access to hard to reach participants  Convenient and comfortable Disadvantages:  Loss of moderator authority  Loss of group atmosphere  Loss of group dynamics  Loss of attentiveness Online Focus Groups

Non-Verbal Communication One study found 93% of communication determined by non-verbal cues Further study showed that the impact of a performance determined by  Words used 7%  Voice quality 38%  Non-verbal behaviour 55%

Examples of Body Language NONVERBAL BEHAVIOR INTERPRETATION Legs crossed, foot kicking slightlyBoredom Sitting, legs apartOpen, relaxed Arms crossed on chestDefensiveness Hand to cheekEvaluation, thinking Touching, slightly rubbing noseDoubt, lying Rubbing the eyeDoubt, disbelief Locked anklesApprehension Head resting in hand, eyes downBoredom Rubbing handsAnticipation Hands behind head, legs crossed Confidence, superiority

More Examples…. NONVERBAL BEHAVIOR INTERPRETATION Open palmSincerity, openness Pinching nose, eyes closedNegative evaluation Tapping fingersImpatience Steepling fingersAuthoritative Patting/fondling hairLack of self-confidence Tilted head Interest Stroking chinTrying to decide Looking down and awayDisbelief Biting nailsInsecurity, nervousness Pulling or tugging at ear Indecision

How to tell when someone is….. Bluffing  Gestures are inconsistent with speech Angry  Change in tone of voice, mannerisms (ie pacing, tapping fingers) even while smiling Lying  Hiding mouth, touching nose, breaking off eye contact, blinking rapidly

Matching and Mirroring When two people on the “same wavelength” will start to mimic each other’s expressions, gestures Indicates rapport and can be used as a technique to increase rapport  Consciously mimic body language  When feels natural, take the lead  Can be used in problem situation

Eye Contact Good eye contact increases rapport But use caution  Too much eye contact feels intrusive, intimate  Confine gaze to eyes and forehead rather than lips, upper body  If hold gaze too long can be seen as hostility Limit to 2/3 of time (less than 1/3 seen as timid)  Note: sunglasses, over the shoulder gaze, fluttering eyes are techniques used to break contact and avoid exposure

Active Listening Difficult but a skill worth mastering Builds rapport Demonstrates your interest and understanding Techniques  Good eye contact  Head nods  Responses like “I see”, “I understand…”  Paraphrasing  Asking open-ended questions like “Can you tell me more about that?”

Significance of props and seating Extending hand using pen, glasses, etc. makes personal space larger and shows confidence or power “Preening” – patting hair, adjusting clothing is an attempt at endearment but can indicate nervousness Holding coffee cup tightly with both hands is a defense mechanism to close body off Taking seat at head of table shows control Leaning back, arms behind head = superiority Closed body position = disapproval, defensiveness, lack of interest

Boundaries Be careful not to invade personal space People will protect space by sitting at desk, behind chair or counter or by using briefcase or purse as barrier Gender differences can be seen in groups Males will shift weight from one foot to other to create space or define territory  Or rock on balls of feet to look taller and show power or confidence Females will mirror to create “lateral bridges”