Transcription of CONDUCTING SEMI-STRUCTURED INTERVIEWS
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CONDUCTING SEMI-STRUCTURED INTERVIEWS
CHAPTER NINETEENCONDUCTING SEMI-STRUCTUREDINTERVIEWSW illiam C. AdamsHow do we ask people for information? At one extreme is using a bat-tery of identical, mostly closed-ended questions. These highly structuredsurveys, typically with large samples, can be administered many ways (phone,mail, Internet, in person; see Chapters Fourteen and Eighteen). At the oppo-site extreme is the fluid inquiry of focus groups (see Chapter Twenty). Com-pared to surveys, a focus group engages far fewer people (an optimum of ten totwelve per session) for a much longer period (up to two hours) with an elasticagenda of open-ended questions that allow extended probing. Making up indepth what they lack in breadth, focus groups enable the moderator not onlyto pursue detailed inquiry into existing opinions but also to obtain reactionsto new ideas and conduct group brainstorming, if approach falls between standardized, mostly closed-ended surveysof individuals and free form, open-ended sessions with groups.
Conducting Semi-Structured Interviews 495 Designing and Conducting SSIs Assumingthatthismethodologyisyourchoice,let’sproceedtoconsiderprac-tical steps for designing ...
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