Interpretation

Interviews & Focus Groups

Group interaction

Interaction of respondents may stimulate a richer response or new and valuable thought.

Group interaction is likely to be limited or nonproductive.

Group/peer pressure

Group/peer pressure will be valuable in challenging the thinking of respondents and illuminating conflicting opinions.

Group/peer pressure would inhibit responses and cloud the meaning of results.

Sensitivity of subject matter

Subject matter is not so sensitive that respondents will temper responses or withhold information.

Subject matter is so sensitive that respondents would be unwilling to talk openly in a group.

Depth of individual responses

The topic is such that most respondents can say all that is relevant or all that they know is less than 10 minutes.

The topic is such that a greater depth of response per individual is desirable, as with complex subject matter and very knowledgeable respondents.

Data collector fatigue

It is desirable to have one individual conduct the data collection; a few groups will not create fatigue or boredom for one person.

It is possible to use numerous individuals on the project; one interviewer would become fatigued or bored conducting all interviews.

Extent of issues to be covered

The volume of issues to cover is not extensive.

A greater volume of issues must be covered.

Continuity of information

A single subject area is being examined in depth and strings of behaviors are less relevant.

It is necessary to understand how attitudes and behaviors link together on an individual basis.

Experimentation with interview guide.

Enough is known to establish a meaningful topic guide.

It may be necessary to develop the interview guide by altering it after each of the initial interviews.

Observation by stakeholders

It is desirable for stakeholders to hear what participants have to say.

Stakeholders do not need to hear firsthand the opinions of participants.

Logistics Geographically

An acceptable number of target respondents can be assembled in one location.

Respondents are dispersed or not easily assembled for other reasons.

Cost and Training

Quick turnarounds is critical, and funds are limited.

Quick turnaround is not critical, and budget will permit higher cost.

Availability of qualified staff

Focus group facilitators need to be able to control and manage groups.

Interviewers need to be supportive and skilled listeners.

Approach

Advantages

Disadvantages

Tape record and transcribe verbatim
Word-for-word transcription is complete.  This requires resources and time, but is valuable when respondent’s own words and phrasing are needed.

Completeness and the opportunity it affords the interviewer to remain attentive and focused during interview.  Allows other interviewers to read the transcript and collaborate together on analysis.

Amount of time and resources needed; inhibitory impact tape recording has on some participants.  It is essential that interviewees are assured of confidentiality and permission to tape is obtained.

Take notes, tape record, but do not transcribe
This approach draws on the notes taken by interviewer.  As soon as possible after the interview, the interviewer listens to the tape to clarify certain issues and to confirm that all main points have been included in the notes.

Recommended when resources are scarce, and when the results must be provided in a short period of time.  Not expansion saves time and retains all the essential points of the discussion.

Interviewer may be more selective or biased in what he or she writes.

Take notes but do not tape record
Interviewer takes detailed notes during the interview and draws on memory to expand and clarify the notes immediately after the interview.

Useful if time and resources are short, results are needed quickly, and evaluation questions are simple.

The interviewer must frequently listen, talk, and write at the same time, a skill that is hard for some to achieve.  Where more complex questions are involved, note taking alone does not allow one to document all of the intricate relationships and descriptions.

Problem

Description/Solution

Interviewee does not show up

Some interviewees will not show up, or if you are doing phone interviews, will not be available at the time you have arranged to call them.  It is appropriate to try to re-schedule the interview, but discontinue efforts after one more contact.

Interviewee is very uncomfortable talking about issues or becomes emotional

Depending on the types of questions, it is possible that interviewees may be uncomfortable discussing certain topics or some may become emotional and cry or withdraw.  If this occurs, tell the interviewee it is OK.  If you are taping, offer to turn off the tape recorder, and offer to take a few minutes break.  Ask if the interviewee would like water.  Take a break from questioning or ask if you should proceed.

You run out of materials

Have extra materials: copies of questions, paper and pencil, consent forms, batteries, blank tapes.

Interviewee confides important information

It is possible that the interviewee may reveal information related to issues such as harassment, unethical, or illegal activity.  In the event this occurs, refer the student to the appropriate office or counselor. 

Equipment Fails

Equipment failure happens.  Have extra equipment on hand.  Encourage interviewers to take some written notes and check the tape recorder during the session.  After the interview is completed, the interviewer should also check the tape.  If the machine did not work, the interviewer can create a written summary based on notes while the discussion is still fresh in the interviewer’s mind.