INTERVIEW

Interview is a process of communication or interaction in which the subject or

interviewee gives the needed information verbally in a face-to-face situation.
In a sense, it is an oral questionnaire. In a research situation it may be seen as
an effective, informal, conversation, initiated for a specific purpose as it
focuses on certain areas.
The main objective may be the exchange of ideas and experiences and
eliciting of information.
Interview can be broadly defined as a face to face verbal interchange in which
there are two persons, that is the interviewer and the other is the respondent or
the interviewee.
The interviewer tries to elicit the needed information on the research topic
from the respondent. It appears to be like a conversation but this conversation
is more with a specific purpose.
In conversation the roles of the persons go on changing. One starts the
conversation and the other responds then the other may take lead and the
first one may be a listener so there may be alterations in roles.
In interview, on the other hand, there is no changing of the roles of the
interviewer and the interviewee.
Conversation is unplanned whereas interview is clearly thought out and
clearly planned.
 Types of interview
1. Research interview
2. Clinical interview
3. Individual and Group interview
4. Structured and Unstructured interview
5. Telephone interview
Types of interview
Interviews may be classified according to the purpose for which they are used
and according to their design and structure.
1. RESEARCH INTERVIEW:
For purposes of research, an interview may be used as a tool for gathering data
required by the researcher to test a hypothesis or to solve his/her problems of
historical, RESEARCH INTERVIEW: Experimental, survey or clinical type of
research. This type of interview is called ‘research interview’.
2. CLINICAL INTERVIEW:
In many situations the objective of interview is to secure information about the
individual’s problems, his/her past history, job or family adjustments. In such
situations, the major purposes of interviews are diagnosis and treatment. This
type of interview is called a ‘clinical interview’. It is used by social workers
and psychiatrists.
3. INDIVIDUAL AND GROUP INTERVIEW:
Interviews may vary in design and structure. In some situations, an interviewer
may interview one individual at a time. It is called an ‘individual interview’.
In a ‘group interview’, a group of individuals is interviewed at one and the
same time.
4. STRUCTURED AND UNSTRUCTURED INTERVIEW:
Interviews are also classified as
(a)Structured
(b)Unstructured
(c)Structured/Directive interview: A ‘structured interview’ is one in which
the whole situation is carefully structured and the major areas of inquiry are
mapped out.
(d)However, the interviewee is given considerable freedom to express
his/her definition of the presented situation.
(e)In this type of interview, the interviewer uses a highly standardized tool
and a set of pre-determined questions. ‘Structured interview’ is also
designated as ‘directive interview’.
(b) Unstructured/Non-Directive Interview:
‘Unstructured interview’ also termed as ‘uncontrolled’, ‘unguided’, or ‘non-directive’
interview is one where the interviewer does not follow a list of predetermined questions.
The interviewees are encouraged to relate their concrete experiences with no or little
direction from the interviewer, to dwell on whatever events seem significant to them, to
provide their own definition of their social situations and reveal their opinions and views
as they like.
Although the series of questions to be asked and the procedure to be followed are
decided before hand, the interviewer is largely free to arrange the form and timing of the
questions.
He/she can rephrase the questions, modify them and add new questions to his/her list.
5. Telephone Interview:
Another type of interview is the Telephone Interview, in which the
researcher gathers information rapidly through telephone.
Though these interviews do help to establish a kind of rapport with the
person at the other end of the telephone, yet many respondents may just
refuse to answer and may put down the phone.
At the same time, there is a personal touch which can be transmitted to the
respondent.
Furthermore the telephone interviews have to be necessarily short as no one
would like to answer a large number of questions.
 Techniques of Interviewing

1. Preparation for the interview

2. Conducting the interview
3. Recording of the interview
Techniques of interviewing
Although the interview as a research tool can be modified according to the
needs of the research situation, there are certain techniques that need to be
understood. These techniques deal with preparation for the interview,
conducting the interview and recording the information gathered.
1.Preparation for the Interview
It is necessary to plan carefully for an interview. The interviewer must decide
exactly what kind of data the interview should yield, whether the structured or
unstructured type of interview will be more useful and how the results of
interview should be recorded. It is advisable to try out the interview on some
persons before using it for actual investigation. This is helpful in revealing the
deficiencies or shortcomings that need to be corrected.
before the interview is carried out. The interviewer must have a clear idea of
the sort of information he/she needs, and may accordingly prepare a list of
questions in the form of a “schedule”.
Interview schedule is a device consisting of a set of questions, which are asked
and filled in by an interviewer in a face-to-face situation with the interviewee.
Since it is administered personally, it provides the researcher an opportunity to
establish a rapport with the respondents.
This helps the researcher to explain the nature and purpose of investigation and
to make the meaning of the questions clear to the respondents in case they
misinterpret a question or give incomplete or indefinite responses.
The schedule also economizes time and expenses of investigation. The
procedure of constructing a schedule is same as that of a questionnaire.
2. Conduct of Interview
In the conduct of an interview, a harmonious relationship between the interviewer
and interviewee is most essential.
A good rapport helps the interviewee to feel at ease and express himself/herself
willingly.
In order to establish a good rapport, the interviewer should greet the interviewee
in a friendly manner so as to get settled in a relaxed manner.
As an interviewer one should observe the following rules in order to elicit
effective responses:
(i) Ask only one question at a time.
(ii) Repeat a question if necessary.
(iii) Try to make sure that the interviewee understands the questions.
(iv) Listen carefully to the interviewee’s answer.
(v) Observe the interviewee’s facial expressions, gestures, and tone or voice so
as to derive meanings from his/her body language.
(vi) Allow the interviewee sufficient time to answer the question, but do not let
the interview drag on and on.
(vii) Avoid suggesting answers to questions.
(viii) Do not show signs of surprise, shock, anger, or other emotions if unexpected
answers are given.
(ix) Maintain a neutral attitude with respect to controversial issues during the
interview.
(x) Take note of answers that seem to be vague, ambiguous, or evasive.
(xi) Use tact and skill in getting the subject back to an area of inquiry if he/she has
strayed too far from the original question.
(xii) In the unstructured interview, ask additional questions to follow up clues or to
obtain additional information.
The interviewer should try to redirect the interview to more fruitful topics when
he/she feels that the required information is not sufficient. He/she should wind up
the interview before the interviewee becomes tired.
3. Recording of the Interview
The recording of the interview is obviously an essential step in interviewing.
The interviewer may use a schedule, a structured format, rating scale or a tape
recorder to record the responses of the interviewee.
The use of a tape recorder during the conduct of the interview not only
eliminates the omissions, distortions, elaborations and other modifications of
data usually found in written interview responses, but it also provides an
objective basis for evaluating the adequacy of the interview data in relation to
the performance of the interviewee.
The use of a tape-recorder also permits the interviewer to devote full attention
to the interviewee and save much of the time which he/she would otherwise
use in writing down the responses during or after the interview.
However, if a tape-recorder is not available, the interviewer has to take notes to
record the responses.
Uses of the interview
i. An interview provides an opportunity to the interviewer to ask questions on
various areas of inquiry. It permits greater depth in responses which is not
possible through any other means.
ii. An interview is not an entirely independent tool of research for gathering
information pertaining to feelings, attitudes or emotions. It is supplementary to
other tools and techniques. A combination of interviewing, observations, and
statistical techniques often yield the best results, but the balance of emphasis
shifts with the frame of reference and objectives of the study.
Since an interview is a highly flexible tool in the hands of skillful interviewers,
it allows a more liberal atmosphere than in the use of other techniques of
investigation. Questions not readily grasped by interviewees can be rephrased
or repeated with proper emphasis and explanations when necessary.
iii. An interview is an effective tool for a social scientist in the study of human
behaviour. Through this technique, a researcher can secure very intimate and
personal knowledge about the subject of his/her study, which is denied to the
natural scientist, who cannot communicate with the subjects despite all the
instruments of precision.
iv. An interview is very difficult to employ successfully because even in the
presence of a skilled interviewer some interviewees do not respond freely,
frankly and accurately.
v. Since memory and retention are highly selective processes, interviewees
generally provide accurate and vivid accounts of the most recent or intense
experiences, or of situations that they encounter most frequently. Painful or
embarrassing experiences are forgotten or consciously avoided by the
interviewees. In such cases the responses lack accuracy.
ADVANTAGES AND LIMITATIONS OF
INTERVIEW METHOD
 Advantages
• Through questioning in depth information can be obtained from the
respondent.
• In personal interaction clarifications and explanations can be made.
• This is a very flexible method. Questions can be restructured to eliminate
ambiguity.
• Through personal interaction complete responses can be obtained from
the respondents.
• Personal information, as well as complex and sensitive information can
be generated.
• Non- response percentage is very less. As compared to questionnaire
method here participant rate is high.
• The interviewer may come across information, which is most spontaneous.
• Interviewer can remould the questions, change the language according to
knowledge, educational background of the respondent.
• Many people do not want to answer questionnaires due to time constraints but
at the same time they may very willingly face the interview session. It takes
less effort and time of the respondent.
• Quarterly data can be retrieved from interview session.
• Through personal interaction the interviewer can observe the respondent’s
reactions.
• body language, facial expressions vis-à-vis a particular question. These
expressions help the researcher/interviewer to reword or remould the questions
spontaneously. Some of these reactions, if observed carefully, may prove
useful at the time of analysis.
• Face –to –face or group interaction gives respondent the feeling of direct
participation in the research process.
• Conducting interview is an art. A properly trained interviewer can make
the respondent answer even sensitive, emotional and sometimes complex
questions with ease. Information gathered from this method can be
supplemented to the original findings of the research.
 Limitations of the interview
No method is fool proof. There are some inherent weaknesses, limitations
associated with this method. Some of them are mentioned below:
•It is a very time consuming as well as very expensive method especially when
the target population is big in number and widely spread over a geographical
area.
•There is a possibility of biased analysis, interpretations from the side of
researcher or interviewee. Biased reactions can also be received from the
interviewee. Age, class, race, gender, social status, etc. can play crucial role in
generating biased opinions from both the sides. Biased reactions, analysis and
interpretation can hamper proper research results.
•If the interviewer/ researcher is not skilled, trained in the art, he/she may not
able to conduct successful interview session with proper control.
• There is a possibility if majority of the target population consists high and top-level
management groups, executives, therefore this method may not prove approachable
to such clientele. Getting information from such people is not under the control of
interviewer.
• Proper training, selection and supervision of the interviewer are very essential to this
method.
• Getting free, frank responses from the target population is not an easy task.
• Establishing proper rapport with the target group is very difficult requirement.
• Information received from this method is difficult to analyze. Same set of questions
may receive diverse response.
• Interview method may call for some errors, which are difficult to eliminate.
• The use of computers in data collection has its own set of limitations. Infrastructures,
connectivity, knowledge to operate such system are some of the essential
requirements. Without them the system may not run.
Interviews vary in form and purpose. Each type has its own advantages and
limitations. However in any given situation one type of interview may yield
excellent results and it may not prove fruitful in some other situation. We all
know that interview is an important tool of survey research. In the following
section we will learn the inherent advantages and limitations of this method.
Adams has rightly said, “It is a most sensitive device for the acquisition of
reliable valid data.”
Thank you