• The researcher can control the sequence of questions and can also ask probing
questions.
The disadvantages are:
• They are very costly.
• Length of the interview is limited.
• Participants without telephones are excluded.
• The time of the call may be inconvenient for the interviewee.
• Open-ended questions are difficult to use.
• The researcher cannot assess the surroundings of the interviewee.
The role of the interviewer
• The interviewer’s role is difficult. As a specialist of the study, you need to get answers
to your questions and build rapport with the respondent, yet remaining neutral and
objective.
• You encroach on the respondent’s time and privacy and your research may not benefit
the respondent
– so you need to be considerate and polite all the time.
• The respondent may be uncomfortable, afraid, embarrassed and suspicious of you
and the questions
– again, you need to be considerate and polite all the time.
• You need to help the participant feel that they can give any truthful answer.
• You may not reveal
your opinion, verbally or nonverbally.
• Treat the participant’s answers in a matter-of-fact manner and retain ethical standards.
• The respondent may deviate from the question and you need to re-direct the response
to the question.
• You need to define the situation, ensure that respondents have the information, and
understand it.
• Ensure motivation and cooperation so that the respondent seriously considers your
questions.
Mind map 5.4 below shows all the stages of an interview. This is followed by Mind map 5.5
showing the possibilities of interviewer bias.
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