1. INTERPRETING COMMUNICATION RESEARCH
Survey Interview Research
Chapter 5

2. Introduction to the Method
An interview involves the presentation of oral questions by one person to another
Questions are posed orally to a sample of Ss for the purpose of drawing inferences about the population the Ss represent

3. Advantages and Disadvantages of Survey Interviews
when Ss lack in reading skills
when researchers ask difficult questions that need explanation
opportunities to establish rapport
researchers can probe
interviews typically produce a higher response rate
Disadvantages
the interviewer can affect the data, e.g., if he/she is not consistent
the interviewer’s looks might affect the Ss’ responses
interviews in person are more costly than questionnaires

4. Some Decisions to Make To interview over the telephone or face-to-face
Face-to-face: individually or in a group
individual interviews are typical but some times a Focus Group technique is used
in a focus group a facilitator leads a group of about 5 -7 Ss in a relatively unstructured discussion
the focus group could be used to get ideas for a questionnaire