1. Business Research Methods William G. Zikmund
Chapter 18:
Fieldwork

2. Fieldworker

3. Who Conducts Fieldwork?
FIELD INTERVIEWING
SERVICE
FIELD-
WORKERS
IN-HOUSE
INTERVIEWERS
BRIEFING SESSIONS

4. In-House Training RECORDING MAKING INITIAL RESPONSES CONTACT PROBING
ASKING
QUESTIONS
TERMINATING
INTERVIEWS

5. Making Initial Contact and Securing the Interview
“Good afternoon, my name is…”
Foot-in-the-door
Door-in-the-face

6. Asking the Questions Exactly as worded Read slowly
Questions in the proper order
Ask every question
Repeat questions that are not understood

7. Probing
Verbal attempts made by a field-worker when the respondent must be motivated to communicate his or her answers more fully
Probes enlarge and clarify

8. Probing Tactics SILENT PROBE REPEAT QUESTION REPEAT REPLY NEUTRAL

9. Recording the Response

10. Terminating the Interview
How to close interview and exit household is important
Reinterviewing may be required

11. Fieldwork Management
Select
Train
Supervise
Control

12. Interviewer Cheating Filling in fake answers or falsifying interviews
Verification by reinterview