Techniques of Data Collection

The Procedure of Data Collection for Conducting a Research through

Observation & Interview

Md. Raihan Ubaidullah1

Assistant Chief (Trade Policy Division), Bangladesh Tariff Commission. Mr. Md. Raihan Ubaidullah joined at
Bangladesh Tariff Commission in 2007 as a Public Relations and Publication Officer. Before Joining at BTC, he
worked at BRAC and UNFPA. He has completed his Master in Public Policy from KDI School of Public Policy and
Management of South Korea. His prior Master degree was from Department of Mass Communication and
Journalism of the University of Dhaka. Beside it, he completed Post Graduate Diploma in Information Technology
from IIT, DU, Post Graduate Diploma in Population Science from DPS, DU and Post Graduate Diploma in
Personnel Management from Bangladesh Institute of Management. Moreover, he has 27 years affiliation with
Bangladesh Scouts and other voluntary organizations like LiveStrong Foundation, World Ocean Conservancy,
International Coastal Cleanup Program, Green Peace Australia and so on. For further information please
communicate at: mdraihanubaidullah@gmail.com and www.bd.linkedin.com/in/mdraihanubaidullah.

Techniques of Data Collection 2015

1. PREAMBLE
Data collection is the process of gathering and measuring information on variables of
interest, in an established systematic fashion that enables one to answer stated research
questions, test hypotheses, and evaluate outcomes. The data collection component of research
is common to all fields of study including physical and social sciences, humanities, business,
etc. While methods vary by discipline, the emphasis on ensuring accurate and honest
collection remains the same. The goal for all data collection is to capture quality evidence that
then translates to rich data analysis and allows the building of a convincing and credible
answer to questions that have been posed (www.en.wikipedia.org).
Regardless of the field of study or preference for defining data (quantitative,
qualitative), accurate data collection is essential to maintaining the integrity of research. Both
the selection of appropriate data collection instruments (existing, modified, or newly
developed) and clearly delineated instructions for their correct use reduce the likelihood of
errors occurring (www.en.wikipedia.org).
A formal data collection process is necessary as it ensures that data gathered are both
defined and accurate and that subsequent decisions based on arguments embodied in the
findings are valid. The process provides both a baseline from which to measure and in certain
cases a target on what to improve (www.en.wikipedia.org).

Figure 01: Types of Data Collection (www.fao.org)

Generally there are three types of data collection and they are (www.en.wikipedia.org):
Surveys: Standardized paper-and-pencil or phone questionnaires that ask
predetermined questions.
Interviews: Structured or unstructured one-on-one directed conversations with
key individuals or leaders in a community.
Focus groups: Structured interviews with small groups of like individuals using
standardized questions, follow-up questions, and exploration of other topics that
arise to better understand participants.
Consequences from improperly collected data include (www.en.wikipedia.org):
Inability to answer research questions accurately.
Inability to repeat and validate the study.
Distorted findings result in wasted resources and can mislead other researchers to pursue
fruitless avenues of investigation. This compromises decisions for public policy, and causes
harm to human participants and animal subjects. While the degree of impact from faulty data

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collection may vary by discipline and the nature of investigation, there is the potential to
cause disproportionate harm when these research results are used to support public policy
recommendations (Weimer, J., 1995).
2. TECHNIQUES OF DATA COLLECTION
2.1 QUALITATIVE AND QUANTITATIVE METHODS
Data are usually collected through qualitative and quantitative methods (Hawe, P.,
Degeling, D., Hall, J., 1990). Qualitative approaches aim to address the how and why of a
program and tend to use unstructured methods of data collection to fully explore the topic.
Qualitative questions are open-ended such as why do participants enjoy the program? and
How does the program help increase self esteem for participants?. Qualitative methods
include focus groups, group discussions and interviews. Quantitative approaches on the other
hand address the what of the program. They use a systematic standardized approach and
employ methods such as surveys (Hawe, P., Degeling, D., Hall, J., 1990) and ask questions
such as what activities did the program run? and what skills do staff need to implement the
program effectively (www.mypeer.org.au)?
Both methods have their strengths and weaknesses. Qualitative approaches are good
for further exploring the effects and unintended consequences of a program. They are,
however, expensive and time consuming to implement. Additionally the findings cannot be
generalized to participants outside of the program and are only indicative of the group
involved (Hawe, P., Degeling, D., Hall, J., 1990).
Quantitative approaches have the advantage that they are cheaper to implement, are
standardized so comparisons can be easily made and the size of the effect can usually be
measured. Quantitative approaches however are limited in their capacity for the investigation
and explanation of similarities and unexpected differences (Hawe, P., Degeling, D., Hall, J.,
1990). It is important to note that for peer-based programs quantitative data collection
approaches often prove to be difficult to implement for agencies as lack of necessary
resources to ensure rigorous implementation of surveys and frequently experienced low
participation and loss to follow up rates are commonly experienced factors
(www.mypeer.org.au).
2.2 MIXED METHODS
Mixed methods approaches may mean a number of things: ie a number of different
types of methods in a study or at different points within a study, or, using a mixture of
qualitative and quantitative methods (Hanson, W E., Creswell, J W., Plano Clark V L., Petska
K S., and Creswell J D., 2005).
Mixed methods encompass multifaceted approaches that combine to capitalise on
strengths and reduce weaknesses that stem from using a single research design (Hanson, W
E., Creswell, J W., Plano Clark V L., Petska K S., and Creswell J D., 2005). Using this
approach to gather and evaluate data may assist to increase the validity and reliability of the
research (www.mypeer.org.au).
Some of the common areas in which mixed-method approaches may be used include:
Initiating, designing, developing and expanding interventions;
Evaluation;
Improving research design; and

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Corroborating findings, data triangulation or convergence (Taket A., 2010).

Some of the challenges of using a mixed methods approach include:
Delineating complementary qualitative and quantitative research questions;
Time-intensive data collection and analysis; and
Decisions regarding which research methods to combine (Greene, J. C., &
Caracelli, V. J., 2003).
These challenges call for training and multidisciplinary collaboration and may
therefore require greater resources (both financial and personnel) and a higher workload than
using a single method (Greene, J. C., & Caracelli, V. J., 2003). However this may be
mediated by identifying key issues early and ensuring the participation of experts in
qualitative and quantitative research (Taket A., 2010).
Mixed methods are useful in highlighting complex research problems such as
disparities in health and can also be transformative in addressing issues for vulnerable or
marginalized populations or research which involves community participation (Greene, J. C.,
& Caracelli, V. J., 2003). Using a mixed-methods approach is one way to develop creative
options to traditional or single design approaches to research and evaluation (Greene, J. C., &
Caracelli, V. J., 2003).
2.3 SURVEYS
Surveys are a good way of gathering a large amount of data, providing a broad
perspective. Surveys can be administered electronically, by telephone, by mail or face to face.
Mail and electronically administered surveys have a wide reach, are relatively cheap to
administer, information is standardized and privacy can be maintained (Hawe, P., Degeling,
D., Hall, J., 1990). They do, however, have a low response rate, are unable to investigate
issues to any great depth, require that the target group is literate and do not allow for any
observation (Hawe, P., Degeling, D., Hall, J., 1990).
As surveys are self-reported by participants, there is a possibility that responses may
be biased particularly if the issues involved are sensitive or require some measure of
disclosure on trust by the participant. It is therefore vital that surveys used are designed and
tested for validity and reliability with the target groups who will be completing the surveys
(www.mypeer.org.au).
Careful attention must be given to the design of the survey. If possible the use of an
already designed and validated survey instrument will ensure that the data being collected is
accurate. If you design your own survey it is necessary to pilot test the survey on a sample of
your target group to ensure that the survey instrument is measuring what it intends to measure
and is appropriate for the target group (Hawe, P., Degeling, D., Hall, J., 1990).
Questions within the survey can be asked in several ways and include: closed
questions, open-ended and scaled questions, and multiple choice questions. Closed questions
are usually in the format of yes/no or true/false options. Open-ended questions on the other
hand leave the answer entirely up to the respondent and therefore provide a greater range of
responses (Hawe, P., Degeling, D., Hall, J., 1990). Additionally, the use of scales is useful
when assessing participants attitudes. A multiple choice question may ask respondents to
indicate their favorite topic covered in the program, or most preferred activity. Other
considerations when developing a survey instrument include: question sequence, layout and

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appearance, length, language, and an introduction and cover letter (Hawe, P., Degeling, D.,
Hall, J., 1990). Sensitive questions should be placed near the end of a survey rather than at the
beginning (www.mypeer.org.au).
Offering young people an incentive for completing the survey or embedding the
survey as a compulsory item within the program schedule or curriculum may be useful to
maximize the response rate (www.mypeer.org.au).
2.4 INTERVIEWS
Interviews can be conducted face-to-face or by telephone. They can range from indepth, semi-structured to unstructured depending on the information being sought (Bowling,
A. 1997).
Face to face interviews are advantageous since:
detailed questions can be asked
further probing can be done to provide rich data
literacy requirements of participants is not an issue
non verbal data can be collected through observation
complex and unknown issues can be explored
Response rates are usually higher than for self-administered questionnaires
(Bowling, A. 1997).
Disadvantages of face to face interviews include:
they can be expensive and time consuming
training of interviewers is necessary to reduce interviewer bias and are
administered in a standardized why
they are prone to interviewer bias and interpreter bias (if interpreters are used)
Sensitive issues maybe challenging (Bowling, A. 1997).
Telephone interviews according to Bowling (Bowling, A. 1997), yield just as accurate
data as face to face interviews.
Telephone interviews are advantageous as they:
are cheaper and faster than face to face interviews to conduct
use less resources than face to face interviews
allow to clarify questions
do not require literacy skills (Bowling, A. 1997).
Disadvantages of telephone interviews include:
having to make repeated calls as calls may not be answered the first time
potential bias if call backs are not made so bias is towards those who are at home
only suitable for short surveys
only accessible to the population with a telephone
not appropriate for exploring sensitive issues (Bowling, A. 1997).

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2.5 FOCUS GROUPS

Focus groups or group discussions are useful to further explore a topic, providing a
broader understanding of why the target group may behave or think in a particular way, and
assist in determining the reason for attitudes and beliefs (Hawe, P., Degeling, D., Hall, J.,
1990). They are conducted with a small sample of the target group and are used to stimulate
discussion and gain greater insights (Bowling, A., 1997).
Focus groups and group discussions are advantageous as they:
are useful when exploring cultural values and health beliefs
can be used to examine how and why people think in a particular way and how is
influences their beliefs and values
can be used to explore complex issues
can be used to develop hypothesis for further research
do not require participants to be literate (Bowling, A., 1997).
Disadvantages of focus groups include:
lack of privacy/anonymity
having to carefully balance the group to ensure they are culturally and gender
appropriate (i.e. gender may be an issue)
potential for the risk of group think (not allowing for other attitudes, beliefs
etc.)
potential for group to be dominated by one or two people
group leader needs to be skilled at conducting focus groups, dealing with conflict,
drawing out passive participants and creating a relaxed, welcoming environment
are time consuming to conduct and can be difficult and time consuming to
analyze (Bowling, A., 1997).
2.6 DOCUMENTATION
Substantial description and documentation, often referred to as thick description,
can be used to further explore a subject (Nastasi, B. & Schensul, S., 2005). This process
provides a thorough description of the study participants, context and procedures, the
purpose of the intervention and its transferability (Nastasi, B. & Schensul, S., 2005). Thick
description also includes the complexities experienced in addition to the commonalities
found, which assists in maintaining data integrity (www.mypeer.org.au).
The use of documentation provides an ongoing record of activities. This can be
records of informal feedback and reflections through journals, diaries or progress reports. The
challenge of documentation is that it requires an ongoing commitment to regularly document
thoughts and activities throughout the evaluation process (www.mypeer.org.au).
2.7 CREATIVE STRATEGIES
Drama, exhibition, and video are imaginative and attractive alternatives to the written
word (Curtis, L., Springett, J., and Kennedy, A., 2001). These imaginative new approaches
can be used to demystify the evaluation process. Using creative arts in evaluation offers
opportunities for imaginative ways of understanding programs and creating evaluation
knowledge. The creative arts may be used in designing, interpreting, and communicating
evaluations (Simmins, H., and McCormack, B., 2007). The direct perception and
understanding a creative arts approach brings is helpful to the evaluator in gaining a deep
understanding of the program. In addition, this approach is a useful means of connecting with
participants experience in an evaluation (Simmins, H., and McCormack, B., 2007).

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Creative strategies are advantageous as they:

provide an opportunity for participants to portray experience through different art
forms which often reveals insights that they may not have been able to articulate
in words;
accommodate for people who learn in different ways, who have different cultural
backgrounds and/or who are less articulate, it can be a most useful means of
engaging them in an evaluation and offering them a voice;
cab use a combination of arts-based approaches in the evaluation process; and
can be used in conjunction with more traditional approaches.
Challenges arising from creative strategies include:
Participants are often fearful of engaging with art. This may be as a result of past
negative experiences of art in school or lack of belief in their own abilities. The
challenge is to assure them that they or their final product are not being judged. It
is the process of engaging with art that often elicits valuable data.
The success of such an approach can often rely on the interest levels of the
participants; the task needs to be defined clearly, emphasising the reasoning
behind it.
There are multiple forms of creative strategies which you can explore.
2.8 TRIANGULATION
Triangulation is used to address the validity of the data (Barbour, R., 2001).
Triangulation methods use multiple forms of data collection, such as focus groups,
observation and in-depth interviews to investigate the evaluation objectives. Utilising multiple
data collection methods leads to an acceptance of reliability and validity when the data from
the various sources are comparable and consistent (Golafshani, N., 2003). Using more than
one person to collect the data can also increase its reliability. This, however, will significantly
increase the cost of the evaluation. Additionally, theory triangulation provides new insights
by drawing on multiple theoretical perspectives (Nutbeam, D., & A. Bauman., 2006).
3. BRIEF DISCUSSION ABOUT THE DATA COLLECTION PROCEDURE
3.1 OBSERVATION
Observation is a systematic data collection approach. Researchers use all of their
senses to examine people in natural settings or naturally occurring situations
(www.qualres.org).
Observation of a field setting involves (www.qualres.org):
prolonged engagement in a setting or social situation
clearly expressed, self-conscious notations of how observing is done
methodical and tactical improvisation in order to develop a full understanding
of the setting of interest
imparting attention in ways that is in some sense 'standardized'
recording one's observations

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Figure 02: Flow Chart of the Data Collection Procedure of Observation (www.informationr.net)

3.1.1 WHEN MIGHT OBSERVATION BE USED?

There are a variety of reasons for collecting observational data. Some of these
reasons include:
When the nature of the research question to be answered is focused on answering
a how- or what-type question (www.qualres.org)
When the topic is relatively unexplored and little is known to explain the behavior of
people in a particular setting (www.qualres.org)
When understanding the meaning of a setting in a detailed way is valuable
When it is important to study a phenomenon in its natural setting (www.qualres.org)
When self-report data (asking people what they do) is likely to be different from
actual behavior (what people actually do). One example of this seen in the difference
between self-reported versus observed preventive service delivery in health care
settings (www.qualres.org).
When implementing an intervention in a natural setting, observation may be used in
conjunction with other quantitative data collection techniques. Observational data
can help researchers evaluate the fidelity of an intervention across settings
and identify when 'stasis' has been achieved (www.qualres.org).
3.1.2 HOW THE OBSERVATION WILL BE CONDUCTED?
3.1.2.1 PARTICIPANT OBSERVATION
Some researchers draw a distinction between participant observation and
observation. This distinction is murky. Participant observation "combines participation in the
lives of the people being studied with maintenance of a professional distance that allows
adequate observation and recording of data" (Fetterman, 1998, pp. 34-35).
Participant observation underscores the person's role as participant in the social
setting he or she observes. The range of roles one may play as a participant observer have
been describe by Gold (1958), Adler and Adler (1984) and others. Bernard (1998) suggests
that participant observation must be learned in the field. However, he identifies serveral skills
associated with participant observation. For a more developed discussion of the distinction
between observation and participant observation see Savage (2000) and for a discussion of
participant observation as a methodology see Jorgensen (1989).

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Figure 03: Flow Chart to conduct an observation (www.uic.edu)

3.1.2.2 NON-PARTICIPANT OBSERVATION

Non-participant observation is observation with limited interaction with the people
one observes. For example, some observational data can be collected unobtrusively (e.g.
worn out carpet as indicators of high use areas in a physical setting). Researchers who
study how people communicate often want to examine the details of how people talk and
behave together. Non-participant observation involving the use of recording devices might be
a good choice. This data collection approach results in a detailed recording of the
communication and provides the researcher with access to the contours of talk (e.g.
intonation) as well as body behavior (e.g. facial expression, eye gaze). Even a great observer
cannot record these aspects in detail. Non-participant observation may provide limited insight
into the meaning of the social context studied. If this contextual understanding is
important, participant observation might be needed. These two data collection techniques can
complement each other and be used together (www.qualres.org).
3.1.2.3 OBSERVING BY VIDEO OR AUDIO RECORDING
If people are to be observed in a closed setting, the researcher is not a participant
observer, and tape- or video-recording is permissable then this data recording
approach may be appropriate (e.g. physician-patient encounters). Choosing to tape-record of
video-record a setting will depend in large part on what is permissable in that setting. There
are, however, a few things to keep in mind (www.qualres.org):
Decisions regarding how to record observational data depend largely on the focus of
the research question and the analytical approach proposed.
If the researcher is trying to understand how people behave together and the people in
question can see each other, then the use of video may be recommended. This is
because of the important role that bodily-based behavior plays in our social
processes. Without this visual information, the researcher may not fully understand

Techniques of Data Collection 2015

what transpires (e.g. physician-patient encounters). Additionally, capturing the

details of this behavior in fieldnotes will be difficult.
Audio-recording a telephone counseling session makes sense because the two
interactants (and the researcher) only have access to verbal communication.
Audio and video recordings afford the researcher the opportunity to transcribe what
occurs in a setting and play it over and over. This can be very useful in the analysis
process.
3.1.2.4 FIELD NOTES
Participant observers may use multiple methods to gather data. One primary
approach involves writing fieldnotes. There are several guides for learning how to prepare
fieldnotes. Researchers may be interested in creating or using a template to guide a
researchers observations (www.qualres.org).
Templates or observational coding sheets can be useful when data is collected by
inexperienced observers
Templates or observational coding sheets should only be developed after observation
in the field that is not inhibited by such a template
Theories and concepts can be driven by templates and result in focused data
collection
Templates can deflect attention from unnamed categories, unimagined and
unanticipated activities that can be very important to understanding a phenomenon
and a setting
3.1.2.5 SECOND-HAND REPORTS
These are reports about participant behavior or about conditions that come from
people associated with those participants or conditions, but not directly connected to your
program or effort. They might be service workers, teachers, health professionals youth
workers, family members (particularly parents of young children), employers almost
anyone. Second-hand observations have to be viewed with some of the same cautions as those
from people who work closely with participants. Observer-participant relationships, sympathy
or empathy for participants, or observers personal biases can all keep reports from being
objective. These observers may also need training (www.ctb.ku.edu).
3.1.2.6 TESTS OR OTHER SIMILAR OBSERVATION TOOLS
Education and health organizations often use various kinds of tests as observation
tools. In a human service context, they are generally used to observe progress in skills,
competency levels, or development. In public health or medicine, tests may be used to
observe health status (e.g., screenings for elevated blood cholesterol) and the effects of
treatment. They can be very useful in all these circumstances, but theyre also very specific,
and much room should not be allowed for intuition. In addition, the results of tests of skills,
knowledge, or intellectual ability may be influenced by nervousness, lack of sleep, personal
problems, or other factors that have little to do with actual competency (www.ctb.ku.edu).
3.1.2.7 PUBLIC RECORDS AND THE LIKE
If community-level indicators will be used, such as rates of infant mortality or injuries
due to motor vehicle crashes, as one way of looking at outcomes, records, census data, and
other similar material have to be used to get the necessary data (www.ctb.ku.edu).

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3.1.3 BENEFITS
Immersion and prolonged involvement in a setting can lead to the development of
rapport and foster free and open speaking with members. Observation fosters an in depth and
rich understanding of a phenomenon, situation and/or setting and the behavior of the
participants in that setting. Observation is an essential part of gaining an understanding of
naturalistic settings and its members' ways of seeing. Observation can provide the foundation
for theory and hypothesis development (www.qualres.org).
3.1.4 ADVANTAGES OF OBSERVATION
3.1.4.1 DIRECTNESS
The main strength of observation is that it provides direct access to the social
phenomena under consideration. Instead of relying on some kind of self-report, such as asking
people what they would do in a certain situation, you actually observe and record their
behavior in that situation. This, in principle at least, avoids the wide range of problems
associated with self-report. In an interview situation or in response to a questionnaire item, for
example, a person may not always provide accurate or complete information, or they might
answer in ways that correspond to what is socially desirable. There is a recognized source of
bias in self-report techniques referred to as a 'social desirability set', which means that in
many spheres of social life there are socially desirable ways of behaving and, consciously or
unconsciously, individuals will tend to respond in that way, although in the 'real world' they
might behave differently. Asking children whether they would tend to be helpful to other
children in certain situations, for example, would be susceptible to such a source of bias
(www.strath.ac.uk).
3.1.4.2 DIVERSITY, FLEXIBILITY AND APPLICABILITY
Observation can take diverse forms, from informal and unstructured approaches
through to tightly structured, standardized procedures and can yield associated diverse types
of data, both qualitative and quantitative. Observation, therefore, is applicable in a wide range
of contexts (www.strath.ac.uk).
3.1.4.3 PROVISION OF A PERMANENT RECORD
Much of human social behaviour that may be of interest to the researcher is highly
transient. The fact that all observation entails some form of recording means that it provides a
permanent record of such events or behavior, thus allowing further analysis or subsequent
comparisons across time or location to be carried out (www.strath.ac.uk).
3.1.4.4 COMPLEMENTARILY WITH OTHER APPROACHES
Using more than one technique of data collection through a process of triangulation is
seen as highly desirable as an overarching research strategy. Therefore, another strength of
observation is that it can effectively complement other approaches and thus enhance the
quality of evidence available to the researcher (www.strath.ac.uk).
3.1.5 DISADVANTAGES OF OBSERVATION
3.1.5.1 PRACTICABILITY
One of the main disadvantages of observation is that it can be very time consuming
and resource intensive. Observation may be a very desirable strategy to explore certain
research questions, but it may simply not be feasible for the researcher with limited time and

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resources to carry out the observation and, therefore, alternative strategies would have to be
pursued (www.strath.ac.uk).
3.1.5.2 OBSERVER BIAS
A fundamental potential weakness of all observation is that it is susceptible to
observer bias subjective bias on the part of the observer thus undermining the reliability
and hence the validity of the data gathered. This can be because the observer records not what
actually happened, but what they either wanted to see, expected to see, or merely thought they
saw (www.strath.ac.uk).
3.1.5.3 OBSERVER EFFECT
Another potential weakness of observation is the so-called observer effect, which
refers to the way in which the presence of an observer in some way influences the behaviour
of those being observed. In order to avoid or minimize this, methods of observation
sometimes attempt to be as unobtrusive as possible (www.strath.ac.uk).
3.2 INTERVIEWS
There are three fundamental types of research interviews: structured, semi-structured
and unstructured. Structured interviews are, essentially, verbally administered questionnaires,
in which a list of predetermined questions are asked, with little or no variation and with no
scope for follow-up questions to responses that warrant further elaboration. Consequently,
they are relatively quick and easy to administer and may be of particular use if clarification of
certain questions are required or if there are likely to be literacy or numeracy problems with
the respondents. However, by their very nature, they only allow for limited participant
responses and are, therefore, of little use if 'depth' is required (Gill, P., Stewart, K., Treasure,
E. & Chadwick, B., 2008).
Conversely, unstructured interviews do not reflect any preconceived theories or ideas
and are performed with little or no organization. Such an interview may simply start with an
opening question such as 'Can you tell me about your experience of visiting the dentist?' and
will then progress based, primarily, upon the initial response. Unstructured interviews are
usually very time-consuming (often lasting several hours) and can be difficult to manage, and
to participate in, as the lack of predetermined interview questions provides little guidance on
what to talk about (which many participants find confusing and unhelpful). Their use is,
therefore, generally only considered where significant 'depth' is required, or where virtually
nothing is known about the subject area (or a different perspective of a known subject area is
required) (Gill, P., Stewart, K., Treasure, E. & Chadwick, B., 2008).
Semi-structured interviews consist of several key questions that help to define the
areas to be explored, but also allows the interviewer or interviewee to diverge in order to
pursue an idea or response in more detail. This interview format is used most frequently in
healthcare, as it provides participants with some guidance on what to talk about, which many
find helpful. The flexibility of this approach, particularly compared to structured interviews,
also allows for the discovery or elaboration of information that is important to participants but
may not have previously been thought of as pertinent by the research team (Gill, P., Stewart,
K., Treasure, E. & Chadwick, B., 2008).
For example, in a recent dental public heath study, school children in Cardiff, UK
were interviewed about their food choices and preferences. A key finding that emerged from

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semi-structured interviews, which was not previously thought to be as highly influential as the
data subsequently confirmed, was the significance of peer-pressure in influencing children's
food choices and preferences. This finding was also established primarily through follow-up
questioning (eg probing interesting responses with follow-up questions, such as 'Can you tell
me a bit more about that?') and, therefore, may not have emerged in the same way, if at all, if
asked as a predetermined question (Gill, P., Stewart, K., Treasure, E. & Chadwick, B., 2008).
3.2.1 THE PURPOSE OF RESEARCH INTERVIEWS
The purpose of the research interview is to explore the views, experiences, beliefs
and/or motivations of individuals on specific matters (eg factors that influence their
attendance at the dentist). Qualitative methods, such as interviews, are believed to provide a
'deeper' understanding of social phenomena than would be obtained from purely quantitative
methods, such as questionnaires (Gill, P., Stewart, K., Treasure, E. & Chadwick, B., 2008).
Interviews are, therefore, most appropriate where little is already known about the study
phenomenon or where detailed insights are required from individual participants. They are
also particularly appropriate for exploring sensitive topics, where participants may not want to
talk about such issues in a group environment (Gill, P., Stewart, K., Treasure, E. & Chadwick,
B., 2008).
Examples of dental studies that have collected data using interviews are 'Examining
the psychosocial process involved in regular dental attendance'(Gibson B, Drenna J, Hanna S,
Freeman R., 2000) and 'Exploring factors governing dentists' treatment philosophies'. (Kay E
J, Blinkhorn A S., 1996) Gibson et al. (Gibson B, Drenna J, Hanna S, Freeman R., 2000)
provided an improved understanding of factors that influenced people's regular attendance
with their dentist. The study by Kay and Blinkhorn (Kay E J, Blinkhorn A S., 1996) provided
a detailed insight into factors that influenced GDPs' decision making in relation to treatment
choices. The study found that dentists' clinical decisions about treatments were not necessarily
related to pathology or treatment options, as was perhaps initially thought, but also involved
discussions with patients, patients' values and dentists' feelings of self esteem and conscience.
There are many similarities between clinical encounters and research interviews, in that both
employ similar interpersonal skills, such as questioning, conversing and listening. However,
there are also some fundamental differences between the two, such as the purpose of the
encounter, reasons for participating, roles of the people involved and how the interview is
conducted and recorded (Pontin D., 2000).
The primary purpose of clinical encounters is for the dentist to ask the patient
questions in order to acquire sufficient information to inform decision making and treatment
options. However, the constraints of most consultations are such that any open-ended
questioning needs to be brought to a conclusion within a fairly short time (Pope C, Mays N,
1999). In contrast, the fundamental purpose of the research interview is to listen attentively to
what respondents have to say, in order to acquire more knowledge about the study topic
(Kvale S, 1996). Unlike the clinical encounter, it is not to intentionally offer any form of help
or advice, which many researchers have neither the training nor the time for. Research
interviewing therefore requires a different approach and a different range of skills
(www.nature.com).
3.2.2 THE INTERVIEW
When designing an interview schedule it is imperative to ask questions that are likely
to yield as much information about the study phenomenon as possible and also be able to
address the aims and objectives of the research. In a qualitative interview, good questions
should be open-ended (ie, require more than a yes/no answer), neutral, sensitive and

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understandable (Britten N, 1999). It is usually best to start with questions that participants can
answer easily and then proceed to more difficult or sensitive topics (Britten N, 1999). This
can help put respondents at ease, build up confidence and rapport and often generates rich
data that subsequently develops the interview further (www.nature.com).
As in any research, it is often wise to first pilot the interview schedule on several
respondents prior to data collection proper (Pontin D., 2000). This allows the research team to
establish if the schedule is clear, understandable and capable of answering the research
questions, and if, therefore, any changes to the interview schedule are required (Pontin D.,
2000).
The length of interviews varies depending on the topic, researcher and participant.
However, on average, healthcare interviews last 20-60 minutes. Interviews can be performed
on a one-off or, if change over time is of interest, repeated basis, (May K M., 1991) for
example exploring the psychosocial impact of oral trauma on participants and their
subsequent experiences of cosmetic dental surgery (www.nature.com).
3.2.3 DEVELOPING THE INTERVIEW
Before an interview takes place, respondents should be informed about the study
details and given assurance about ethical principles, such as anonymity and confidentiality
(Britten N, 1999). This gives respondents some idea of what to expect from the interview,
increases the likelihood of honesty and is also a fundamental aspect of the informed consent
process (Britten N, 1999).
Wherever possible, interviews should be conducted in areas free from distractions and
at times and locations that are most suitable for participants. For many this may be at their
own home in the evenings. Whilst researchers may have less control over the home
environment, familiarity may help the respondent to relax and result in a more productive
interview (Kvale S., 1996). Establishing rapport with participants prior to the interview is also
important as this can also have a positive effect on the subsequent development of the
interview (www.nature.com).
When conducting the actual interview it is prudent for the interviewer to familiarise
themselves with the interview schedule, so that the process appears more natural and less
rehearsed. However, to ensure that the interview is as productive as possible, researchers must
possess a repertoire of skills and techniques to ensure that comprehensive and representative
data are collected during the interview (Hammersley M, Atkinson P, 1995). One of the most
important skills is the ability to listen attentively to what is being said, so that participants are
able to recount their experiences as fully as possible, without unnecessary interruptions
(www.nature.com).
Other important skills include adopting open and emotionally neutral body language,
nodding, smiling, looking interested and making encouraging noises (eg, 'Mmmm') during the
interview (Britten N., 1999). The strategic use of silence, if used appropriately, can also be
highly effective at getting respondents to contemplate their responses, talk more, elaborate or
clarify particular issues. Other techniques that can be used to develop the interview further
include reflecting on remarks made by participants (eg, 'Pain?') and probing remarks ('When
you said you were afraid of going to the dentist what did you mean?') (Kvale S., 1996).
Where appropriate, it is also wise to seek clarification from respondents if it is unclear what
they mean. The use of 'leading' or 'loaded' questions that may unduly influence responses

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should always be avoided (eg, 'So you think dental surgery waiting rooms are frightening?'
rather than 'How do you find the waiting room at the dentists?') (www.nature.com).
At the end of the interview it is important to thank participants for their time and ask
them if there is anything they would like to add. This gives respondents an opportunity to deal
with issues that they have thought about, or think are important but have not been dealt with
by the interviewer (Kvale S., 1996). This can often lead to the discovery of new,
unanticipated information. Respondents should also be debriefed about the study after the
interview has finished (www.nature.com).
All interviews should be tape recorded and transcribed verbatim afterwards, as this
protects against bias and provides a permanent record of what was and was not said (Pontin
D., 2000). It is often also helpful to make 'field notes' during and immediately after each
interview about observations, thoughts and ideas about the interview, as this can help in data
analysis process (Pontin D., 2000).
3.2.4 INTERVIEWS PROCEDURES
3.2.4.1 REASONS FOR USING INTERVIEWS
Interviews are a useful method to (www.evalued.bcu.ac.uk):
investigate issues in an in depth way
discover how individuals think and feel about a topic and why they hold certain
opinions
investigate the use, effectiveness and usefulness of particular library collections and
services
inform decision making, strategic planning and resource allocation
sensitive topics which people may feel uncomfortable discussing in a focus group
add a human dimension to impersonal data
deepen understanding and explain statistical data.
3.2.4.2 INTERVIEW PROCESS
Stage 1: Determine what information is required (www.evalued.bcu.ac.uk).
Stage 2: Decide on the method of data collection and the audience for the interviews eg
students, library staff, academics (www.evalued.bcu.ac.uk).
Interviews can be conducted face-to-face, by telephone or using chat messaging.
Interviewees might be contacted by email, posters or flyers or, if particular individuals are to
be targeted, by individual invitations sent by post or email. Tutors may be useful to help to
recruit students. Invitations should describe (www.evalued.bcu.ac.uk):
the purpose of the interview
the participants' role and what is expected of them
how long the interview will last
any rewards which will be provided.
Stage 3: Draft the interview schedule, considering content, wording, format, structure and
layout (www.evalued.bcu.ac.uk).

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Issues to consider (www.evalued.bcu.ac.uk):

Can the question be easily understood?
Is the question biased?
Is the question necessary to the evaluation?
Will interviewees be willing to provide the information?
Is the question applicable to all interviewees?
Does the question allow interviewees to offer their opinions/expand on basic
answers?
Are follow up questions likely to be required?
Will it be straightforward to analyse?
Stage 4: Pilot/test the interview schedule with colleagues or a sample of potential
interviewees and revise as necessary (www.evalued.bcu.ac.uk).
Stage 5: Conduct the interviews (www.evalued.bcu.ac.uk).
In the introduction, the evaluator should (www.evalued.bcu.ac.uk):
confirm that anonymity will be preserved
describe the ground rules
reiterate the purpose of the research.
Record interviews if possible to allow greater interaction between the interviewer and
respondent
Conducting interviews by telephone can reduce the costs and time involved
Preplanning is important: know who you are going to interview, when and where.
Keep to time
Advise interviewees that their confidentiality/anonymity will be respected
Advise interviewees how you intend to use and make available the results.
Stage 6: Transcribe interviews
Stage 7: Analyse the transcripts
Stage 8: Write up, present and use the findings
3.2.5 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 organized for research purposes. This
discussion is guided, monitored and recorded by a researcher (sometimes called a moderator
or facilitator) (Kitzinger J., 1994).
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 (Bloor M, Frankland J, Thomas M, Robson K., 2001). 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 (Bloor M,
Frankland J, Thomas M, Robson K., 2001).

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3.2.5.1 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 (Morgan D L., 1998). Suggested criteria for using
focus groups include (Bloor M, Frankland J, Thomas M, Robson K., 2001):
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.
Morgan (Morgan D L, 1998) suggests that focus groups should be avoided according to the
following criteria:
If listening to participants' views generates expectations for the outcome of the
research that can not be fulfilled
If participants are uneasy with each other, and will therefore not discuss their feelings
and opinions openly
If the topic of interest to the researcher is not a topic the participants can or wish to
discuss
If statistical data is required. Focus groups give depth and insight, but cannot produce
useful numerical results.
3.2.5.2 CONDUCTING FOCUS GROUPS: GROUP COMPOSITION AND SIZE
The composition of a focus group needs great care to get the best quality of
discussion. There is no 'best' solution to group composition, and group mix will always
impact on the data, according to things such as the mix of ages, sexes and social professional
statuses of the participants. What is important is that the researcher gives due consideration to
the impact of group mix (eg, how the group may interact with each other) before the focus
group proceeds (Stewart D W, Shamdasani P M., 1990).
Interaction is key to a successful focus group. Sometimes this means a pre-existing
group interacts best for research purposes, and sometimes stranger groups. Pre-existing
groups may be easier to recruit, have shared experiences and enjoy a comfort and familiarity
which facilitates discussion or the ability to challenge each other comfortably. In health
settings, pre-existing groups can overcome issues relating to disclosure of potentially
stigmatising status which people may find uncomfortable in stranger groups (conversely there
may be situations where disclosure is more comfortable in stranger groups). In other research
projects it may be decided that stranger groups will be able to speak more freely without fear
of repercussion, and challenges to other participants may be more challenging and probing,
leading to richer data (Bloor M, Frankland J, Thomas M, Robson K., 2001).
Group size is an important consideration in focus group research. Stewart and
Shamdasani (Stewart D W, Shamdasani P M., 1990) suggest that it is better to slightly overrecruit for a focus group and potentially manage a slightly larger group, than under-recruit
and risk having to cancel the session or having an unsatisfactory discussion. They advise that
each group will probably have two non-attenders. The optimum size for a focus group is six
to eight participants (excluding researchers), but focus groups can work successfully with as

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few as three and as many as 14 participants. Small groups risk limited discussion occurring,
while large groups can be chaotic, hard to manage for the moderator and frustrating for
participants who feel they get insufficient opportunities to speak (Bloor M, Frankland J,
Thomas M, Robson K., 2001).
3.2.5.3 PREPARING AN INTERVIEW SCHEDULE
Like research interviews, the interview schedule for focus groups is often no more
structured than a loose schedule of topics to be discussed. However, in preparing an interview
schedule for focus groups, Stewart and Shamdasani (Stewart D W, Shamdasani P M., 1990)
suggest two general principles (www.nature.com):
1. Questions should move from general to more specific questions
2. Question order should be relative to importance of issues in the research agenda.
There can, however, be some conflict between these two principles, and trade offs are
often needed, although often discussions will take on a life of their own, which will influence
or determine the order in which issues are covered. Usually, less than a dozen predetermined
questions are needed and, as with research interviews, the researcher will also probe and
expand on issues according to the discussion (www.nature.com).
3.2.5.4 MODERATING
Moderating a focus group looks easy when done well, but requires a complex set of
skills, which are related to the following principles (Krueger R A., 1998):
Participants have valuable views and the ability to respond actively, positively and
respectfully. Such an approach is not simply a courtesy, but will encourage fruitful
discussions
Moderating without participating: a moderator must guide a discussion rather than
join in with it. Expressing one's own views tends to give participants cues as to what
to say (introducing bias), rather than the confidence to be open and honest about their
own views
Be prepared for views that may be unpalatably critical of a topic which may be
important to you
It is important to recognize that researchers' individual characteristics mean that no
one person will always be suitable to moderate any kind of group. Sometimes the
characteristics that suit a moderator for one group will inhibit discussion in another
Be yourself. If the moderator is comfortable and natural, participants will feel
relaxed.
The moderator should facilitate group discussion, keeping it focused without leading
it. They should also be able to prevent the discussion being dominated by one member (for
example, by emphasising at the outset the importance of hearing a range of views), ensure
that all participants have ample opportunity to contribute, allow differences of opinions to be
discussed fairly and, if required, encourage reticent participants (Bloor M, Frankland J,
Thomas M, Robson K., 2001).
3.2.5.5 OTHER RELEVANT FACTORS
The venue for a focus group is important and should, ideally, be accessible,
comfortable, private, quiet and free from distractions (Bloor M, Frankland J, Thomas M,

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Robson K., 2001). However, while a central location, such as the participants' workplace or
school, may encourage attendance, the venue may affect participants' behaviour. For example,
in a school setting, pupils may behave like pupils, and in clinical settings, participants may be
affected by any anxieties that affect them when they attend in a patient role
(www.nature.com).
Focus groups are usually recorded, often observed (by a researcher other than the
moderator, whose role is to observe the interaction of the group to enhance analysis) and
sometimes videotaped. At the start of a focus group, a moderator should acknowledge the
presence of the audio recording equipment, assure participants of confidentiality and give
people the opportunity to withdraw if they are uncomfortable with being taped (Stewart D W,
Shamdasani P M., 1990).
A good quality multi-directional external microphone is recommended for the
recording of focus groups, as internal microphones are rarely good enough to cope with the
variation in volume of different speakers (Bloor M, Frankland J, Thomas M, Robson K.,
2001). If observers are present, they should be introduced to participants as someone who is
just there to observe, and sit away from the discussion (Stewart D W, Shamdasani P M.,
1990). Videotaping will require more than one camera to capture the whole group, as well as
additional operational personnel in the room. This is, therefore, very obtrusive, which can
affect the spontaneity of the group and in a focus group does not usually yield enough
additional information that could not be captured by an observer to make videotaping
worthwhile (Krueger R A., 1998).
The systematic analysis of focus group transcripts is crucial. However, the
transcription of focus groups is more complex and time consuming than in one-to-one
interviews, and each hour of audio can take up to eight hours to transcribe and generate
approximately 100 pages of text. Recordings should be transcribed verbatim and also
speakers should be identified in a way that makes it possible to follow the contributions of
each individual. Sometimes observational notes also need to be described in the transcripts in
order for them to make sense (www.nature.com).
The analysis of qualitative data is explored in the final paper of this series. However,
it is important to note that the analysis of focus group data is different from other qualitative
data because of their interactive nature, and this needs to be taken into consideration during
analysis. The importance of the context of other speakers is essential to the understanding of
individual contributions (Bloor M, Frankland J, Thomas M, Robson K., 2001). For example,
in a group situation, participants will often challenge each other and justify their remarks
because of the group setting, in a way that perhaps they would not in a one-to-one interview.
The analysis of focus group data must therefore take account of the group dynamics that have
generated remarks.

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