Chapter 10 In-depth and group interviews

1. Chapter 10
In-depth and group interviews

2. Definition
‘An interview is a purposeful discussion
between two or more people’
Kahn and Cannell (1957)

3. What is observation?
 In marketing and the social sciences, observational research (or field research) is a
social research technique that involves the direct observation of phenomena in
their natural setting.
Complete Observer :-This is a detached observer where the researcher
is neither seen nor noticed by participants. It's one way of minimizing the
Hawthorne Effect as participants are more likely to act natural when they
don't know they're being observed.
Observer as Participant :-Here the researcher is known and
recognized by the participants and in many cases, the participants know
the research goals of the observer.

4. Continued
Participant as Observer :-Here the researcher is fully
engaged with the participants. She is more of a friend or colleague
than a neutral third party. While there is full interaction with
participants, they still known that this is a researcher.
Complete Participant:-This is a fully embedded
researcher, almost like a spy. Here the observer fully engages with
the participants and partakes in their activities

5. what is field survey?
 Field research or fieldwork is the collection of information
outside a laboratory, library or workplace setting. The approaches and
methods used in field research vary across disciplines.
For example, biologists who conduct field research may simply observe
animals interacting with their environments, whereas social scientists
conducting field research may interview or observe people in their natural
environments to learn their languages, folklore, and social structures.

6. What is in-depth interview?
In-depth interviewing is a qualitative research technique that involves conducting
intensive individual interviews with a small number of respondents to explore their
perspectives on a particular idea, program, or situation.
Advantages
 Usually yield richest data, details, new
insights
 Permit face-to-face contact with respondents
 Provide opportunity to explore topics in
depth
 Afford ability to experience the affective as
well as cognitive aspects of responses
 Allow interviewer to explain or help clarify
questions, increasing the likelihood of useful
responses
 Allow interviewer to be flexible in
administering interview to particular
individuals or circumstances
Disadvantages
 Expensive and time-consuming
 Need well-qualified, highly trained
interviewers
 Interviewee may distort information
through recall error, selective
perceptions, desire to please
interviewer
 Flexibility can result in inconsistencies
across interviews
 Volume of information too large; may
be difficult to transcribe and reduce
data

7. What is semi structured interview?
Semi-structure interviews: the researcher will have a list
of themes and questions to be covered, although these may
vary from interview to interview. This means that you may omit
some questions in particular interviews, given a specific
organizational context that is encountered in relation to the
research topic. The order of questions also be varied depending
on the flow of conversation.

8. What is group discussion?
 Focus group discussion (FGD) is a good way to gather together people from similar
backgrounds or experiences to discuss a specific topic of interest. The group of
participants is guided by a moderator (or group facilitator) who introduces topics for
discussion and helps the group to participate in a lively and natural discussion
amongst themselves.
 The strength of FGD relies on allowing the participants to agree or disagree with
each other so that it provides an insight into how a group thinks about an issue,
about the range of opinion and ideas, and the inconsistencies and variation that
exists in a particular community in terms of beliefs and their experiences and
practices.

9. FOCUS GROUPS
 Focus groups share many common features with less structured interviews, but
there is more to them than merely collecting similar data from many participants at
once. A focus group is a group discussion on a particular topic organised for
research purposes. This discussion is guided, monitored and recorded by a
researcher (sometimes called a moderator or facilitator).11, 12
 Focus groups were first used as a research method in market research, originating
in the 1940s in the work of the Bureau of Applied Social Research at Columbia
University. Eventually the success of focus groups as a marketing tool in the
private sector resulted in its use in public sector marketing, such as the
assessment of the impact of health education campaigns.13 However, focus group
techniques, as used in public and private sectors, have diverged over time.
Therefore, in this paper, we seek to describe focus groups as they are used in
academic research.

10. SPECIAL TECHNIQUE USED IN GROUP
INTERVIEW
 When focus groups are used
Focus groups are used for generating information on collective views, and the
meanings that lie behind those views. They are also useful in generating a rich
understanding of participants' experiences and beliefs.12 Suggested criteria for
using focus groups include:13
 As a standalone method, for research relating to group norms, meanings and
processes
In a multi-method design, to explore a topic or collect group language or narratives
to be used in later stages
To clarify, extend, qualify or challenge data collected through other methods
To feedback results to research participants.

11. Focus groups in dental research
 Focus groups in dental research
Focus groups are used increasingly in dental research, on a diverse range of
topics, illuminating a number of areas relating to patients, dental services and the
dental profession. Addressing a special needs population difficult to access and
sample through quantitative measures, Robinson et al. used focus groups to
investigate the oral health-related attitudes of drug users, exploring the priorities,
understandings and barriers to care they encounter. Newton et al. used focus
groups to explore barriers to services among minority ethnic groups, highlighting
for the first time differences between minority ethnic groups. Demonstrating the
use of the method with professional groups as subjects in dental research, Gussy
et al.19 explored the barriers to and possible strategies for developing a shared
approach in prevention of caries among pre-schoolers. This mixed method study
was very important as the qualitative element was able to explain why the clinical
trial failed, and this understanding may help researchers improve on the
quantitative aspect of future studies, as well as making a valuable academic
contribution in its own right.

12. Group Interviews: Advantages
 can increase the sample size significantly
provide some quality controls on data collection
can focus on the most important topics and issues in the programme
can assess the extent to which there is relatively consistent, shared view of the
programme among participants
tend to be highly enjoyable to participants

13. Disadvantages of Focus Groups
 Whilst focus groups have a number of benefits for market research, they aren’t
always the most suitable answer for everyone. For example, those looking to gain
the widest range of views possible may not be able to do so with a small sample
which may not be representative. If sessions aren’t steered correctly, by competent
individuals, then you may find that you don’t get the results that you want and that
you waste time and money.
 The main way to avoid these issues is to use an experienced market research
agency which has a wide range of experience in providing focus groups for
businesses. Not only will they be able to help you recruit the right sample but will
use their knowledge in order to design the best sessions and use moderators who
can steer the conversation and ensure that the sessions are as effective as
possible.

14. ANUJ
SWATI
PRASHANT
PRESENTED BY