1. Numeracy & Quantitative Methods Laura Lake

2. Interviews are used as a data collection method in quantitative and qualitative research. Structured interviewing is most usually connected with quantitative survey research. What is structured interviewing? all respondents are asked the same questions in the same order using a fixed interview schedule. questions are usually specific and based on closed ended questions. Structured Interviewing

3. Structured interviewing and self-completion are the two main methods of administering a survey. Structured interviewing can be completed either face-to- face or via telephone. Both are valid methods of collecting survey data from respondents with their own distinct advantages and disadvantages. Here, looking at the face-to-face method of collecting survey data. Structured Interviewing

4. Aim 1 is to get the questionnaire completed and completely completed! Aim 2 is to get it completed accurately. Aim 3 is to permit accurate analysis. General Requirements of Surveys

5. To achieve this need to think about: Standardisation Replicability Reliability Validity (internal & external) Representativeness Different methods of administering surveys (face-to-face, telephone and self-completion) have different implications for these factors. General Requirements of Surveys

6. Surveys, whether administered using a structured interview or a self-completion questionnaire follow the same principles: questions are usually specific and based on closed ended questions all respondents are asked the same questions using a fixed schedule/questionnaire. The use of closed-questions has positive implications for both the accuracy and ease of processing the data. Structured Interviewing: Advantages – Question Format

7. Standardisation of questions has positive impact on reliability. Structured interviewing all respondents are asked the same questions and in the same order (unlike self-completion where respondents have control). Pre-coding and use of coding frames – impact on sources of error and intra-coder variability. Advantages: Question Format

8. Sensitive Topics When exploring particularly sensitive topics the face-to- face method may be a superior method. Visual Cues, Probes and Prompts Interviewers work with ‘observed’ or visual cues from respondents. Working with these cues, interviews can use prompts (if a respondent needs help answering a question) and probes (to generate further information) Advantages: Using Interviews

9. Using visual aids Interviewers can use visual aids such as flash cards often making interviews more interactive – implications for response rates. Advantages: Using Interviews

10. Questions and topics Poor wording, formatting and ordering of questions. Topics covered: sensitive topics can suffer from social desirability bias. Disadvantages: Sources of Unreliability

11. Interviewers: implications for standardisation and reliability Inter-interviewer variability: different interviewers elicit different answers. Interviewer effect: interviewer appearance can influence response. Disadvantages: Using Interviewers

12. Resources: cost and time in comparison to other methods of delivery (telephone & self-completion) Field interviewing is resource heavy both in time and cost. Cluster sampling often needed in field interviewing to control interviewer field costs. Not particularly good for accessing geographically dispersed populations. Disadvantages: Resources

13. Interviewer must clarify/expand a question. Interviewer has to apologise for a question. Interviewees appear reluctant or embarrassed. Interviews longer/shorter than expected. Respondents want to same much more than expected. Respondent difficulties with response categories Interviewers have difficulties with instructions. Warning Signs with Structured Interviews

14. Bryman, A. (2008) Social Research Methods. 3 rd Ed. Oxford: Oxford University Press. David, M. and Sutton, C. (2004) Social Research :The Basics. London: Sage. ESRC Survey Measurement Programme. Online: available from Survey Resource Network http://www.surveynet.ac.uk/http://www.surveynet.ac.uk/ Oppenheim, A. (2000) Questionnaire Design, Interviewing and Attitude Measurement. London: Continuum References

15. This resource was created by the University of Plymouth, Learning from WOeRk project. This project is funded by HEFCE as part of the HEA/JISC OER release programme.Learning from WOeRk This resource is licensed under the terms of the Attribution-Non-Commercial-Share Alike 2.0 UK: England & Wales license (http://creativecommons.org/licenses/by-nc-sa/2.0/uk/).http://creativecommons.org/licenses/by-nc-sa/2.0/uk/ The resource, where specified below, contains other 3 rd party materials under their own licenses. The licenses and attributions are outlined below: 1.The name of the University of Plymouth and its logos are unregistered trade marks of the University. The University reserves all rights to these items beyond their inclusion in these CC resources. 2.The JISC logo, the and the logo of the Higher Education Academy are licensed under the terms of the Creative Commons Attribution -non-commercial-No Derivative Works 2.0 UK England & Wales license. All reproductions must comply with the terms of that license. Author Laura Lake InstituteUniversity of Plymouth Title Numeracy & Quantitative Methods Management & Data Collection: Structured Interview – Face-to-face Description Key issues in developing structured interviewing for surveys using face- to-face survey administration methods. Date Created March 2011. Educational Level Level 5 Keywords UKOER LFWOERK UOPCPDRM Learning from Woerk WBL Work Based Learning CPD Continuous Professional Development Structured interviewing, self-completion, face-to-face, standardisation, replicability, reliability, validity (internal & external), representativeness, coding frames, probes, prompts, inter-interviewer variability, interviewer effect. Creative Commons License Attribution-Non-Commercial-Share Alike 2.0 UK: England & Wales license Back page originally developed by the OER phase 1 C-Change project ©University of Plymouth, 2010, some rights reserved