Page 241 - [Uma_Sekaran]_Research_methods_for_business__a_sk(BookZZ.org)

UNSTRUCTURED AND STRUCTURED INTERVIEWS 225

We will now examine the various data collection methods under Parts I, II,
and III.

PART I: INTERVIEWING

One method of collecting data is to interview respondents to obtain information
on the issues of interest. Interviews could be unstructured or structured, and con-
ducted either face to face or by telephone or online.
The unstructured and structured interviews are discussed first. Some important
factors to be borne in mind while interviewing will then be detailed; the advan-
tages and disadvantages of face-to-face interviewing and telephone interviews
enumerated thereafter; and finally, computer-assisted interviews described.

UNSTRUCTURED AND STRUCTURED INTERVIEWS

Unstructured Interviews
Unstructured interviews are so labeled because the interviewer does not enter
the interview setting with a planned sequence of questions to be asked of the
respondent. The objective of the unstructured interview is to bring some pre-
liminary issues to the surface so that the researcher can determine what variables
need further in-depth investigation. In Chapter 4, in the discussion of the “Broad
Problem Area,” we saw several situations where the manager might entertain a
vague idea of certain changes taking place in the situation without knowing what
exactly they are. Such situations call for unstructured interviews with the people
concerned. In order to understand the situation in its totality, the researcher will
interview employees at several levels. In the initial stages, only broad, open-
ended questions would be asked, and the replies to them would inform the
researcher of the perceptions of the individuals. The type and nature of the ques-
tions asked of the individuals might vary according to the job level and type of
work done by them. For instance, top and middle-level managers might be asked
more direct questions about their perceptions of the problem and the situation.
Employees at lower levels may have to be approached differently.
Clerical and other employees at lower hierarchical levels may be asked broad,
open-ended questions about their jobs and the work environment during the
unstructured interviews. Supervisors may be asked broad questions relating to
their department, the employees under their supervision, and the organization.
The following question, for instance, may be put to them during the unstructured
interview stage:

“Tell me something about your unit and department, and perhaps even the
organization as a whole, in terms of work, employees, and whatever else you
think is important.”

Such a question might elicit an elaborate response from some people; others may
just say that everything is fine. Following the leads from the more vocal persons