Week 76 (28.9.08)

Learn

Collecting primary data using semi-structured, in-depth and group interviews (Chapter 10, pp 310-344)

• The use of non-standardised (qualitative) research interviews should allow you to collect a rich and detailed set of data, although you will need to develop a sufficient level of competence to conduct these and to be able to gain access to the type of data associated with their use.
• Interviews can be differentiated according to the level of structure and standardisation adopted. Different types of interviews are useful for different research purposes.
• Non-standardised (qualitative) research interviews include two broad types that are generally referred to as in-depth or unstructured interviews and semi-structured interviews. You can use non-standardised interviews to explore topics and explain other findings.
• Your research design may incorporate more than one type of interview.
• In-depth and semi-structured interviews can be used in quantitative as well as qualitative research.
• Data quality issues, your level of competence and logistical and resource matters will all need to be considered when you use in-depth and semi-structured interviews.
• Apart from one-to one interviews conducted on a face-to-face basis, you may consider conducting such as interview by telephone or electronically in particular circumstances. In addition, you may consider using group interviews such as focus groups. There may be particular advantages associated with group interviews, but these are considerably more difficult to manage than one-to-one interviews.

Unlearn

Before undertaking this course on Research Methods for Business Students, i thought research can only be done via quantitative approach. New learning on qualitative research interviews.

Relearn

In BAP, my research question only involves quantitative approach as time is a constraint for me in completing the project in 18 weeks. Recommendation for future research in BAP is to conduct the research in combine methods of quantitative and qualitative.

In order to reveal the type of leadership that is successful in a particular organizational context, in-depth interviews (qualitative data analysis) with effective leaders at various levels of the organization help to determine when, where, and how they operate effectively within Pfizer. These leaders then become key change agents, helping to raise Pfizer’s overall leadership capability.