SSH 301 Lecture Notes - Lecture 4: Social Desirability Bias, Precoding, Likert Scale
1 May 2016
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Qualitative interviews: less structured, more open-ended, greater interest in the interviewee"s perspectives and concerns, going on in tangents is encouraged, flexible. May address topics introduced by interviewee: rich, detailed answers sought, interviewee sometimes interviewed more than once, a lot of analysis is required, very time consuming. Though you do get a lot of valuable information. Don"t often get the sense of people don"t get the difference between agree and strongly agree. Advantage: ease of processing and ease of data analysis, how many people tick each both. In terms of findings: measurements in terms of number of people that best describe them in the best sense possible. Interview schedule: formal list of questions that the interviewers must follow in detail. Structured interviews are used because the produce standardization. Variation should be attributable to the characteristic being measured not the interview process: true or real variation, only variation you get is from the variable you get.
