STAT 124 - Interviewing

Statistics Canada Overview

  • Source: Prepared by Marjorie Martin, Survey Operations Division, October 1986, Canada.

Chapter 3: Building a Good Interviewing Relationship

  • Significance of Interview: The interview constitutes the core of any survey, determining the effectiveness of the data collection process.

3.1 Interviewer/Respondent Inter-Relationship

  • Importance of Relationship:

    • The initial step in an interview involves creating a friendly rapport to gain respondent cooperation.

    • Respondents prioritize the interviewer’s demeanor over the questions asked.

    • A positive, professional, and receptive attitude facilitates the collection of accurate, complete, and relevant responses.

  • Ways to Promote Receptiveness:

    1. Overcoming Barriers:

    • Be sensitive to respondents' unspoken concerns (e.g., fears of misuse of information, embarrassment about answers).

    • Reassure respondents by addressing these barriers with clear explanations about the survey's purpose, interview process, confidentiality, the utility of findings, expectations, and duration.

    1. Stimulating Interest:

    • Explain the importance and worthiness of the survey, emphasizing the representative role of respondents for broader populations.

    1. Creating a Pleasant Experience:

    • Understand the respondent’s perspective to ensure that the time spent in conversation is enjoyable, a key factor in securing an interview.

3.2 Introductory Techniques

  • Foundation of Good Relationship:

    • A professional introduction significantly influences the interview outcome.

    • Project a professional image through tone of voice, attitude, dress, and demeanor during the introduction.

    • Respondents perceive interviewers first as individuals rather than mere representatives of Statistics Canada.

  • Points of Introduction:

    1. Self-Introduction:

    • Clearly state your name and the organization you represent, always showing your Statistics Canada identification card during personal encounters.

    1. Addressing Confidentiality Concerns:

    • Respondents may express hesitance in sharing personal information due to privacy apprehensions. Highlight confidentiality to alleviate such concerns.

    1. Responding to Questions:

    • Actively listen to respondents' questions and respond only to what is asked to prevent overwhelming them with unsolicited information.

    • Be prepared with responses to common questions, e.g., selection criteria, purpose of the survey, etc.

    1. Demonstrating Active Listening:

    • Recognize the importance of understanding respondents’ concerns and articulate responses that show empathy and suggest solutions.

3.3 Special Telephone Techniques

  • Growth of Telephone Surveys:

    • Increased use of telephone surveys driven by the cost-effectiveness of remote data collection compared to in-person interviews and the proliferation of household telephones.

  • Advantages of Telephone Surveys:

    • Reduced fieldwork and sampling costs.

    • Comparable data quality to personal interviews.

    • Faster reach to households and businesses.

    • Enhanced ability for follow-up calls, reducing non-response rates.

    • Better monitoring of interview processes from centralized facilities to quickly address issues.

  • Challenges of Telephone Interviewing:

    • Interviewers face the challenge of being perceived as faceless individuals, which can undermine credibility.

    • Respondents may confuse the interviewer with unwanted callers, leading to distrust.

    • Essential skills include conveying credibility through voice and words, sounding confident and pleasant.

  • Best Practices for Telephone Introductions:

    • Start with a clear introduction including your name, the organization, purpose of the call, and a request for assistance, e.g., "Hello, my name is …, and I am calling from… for Statistics Canada. We are doing a survey on … and I would appreciate your assistance."

Basic Interviewing Tasks

  • Core Responsibilities of an Interviewer:

    • Communicate questions effectively.

    • Maximize both ability and willingness of respondents to answer questions.

    • Engage in active listening to identify relevant details and probe further to enhance response validity and clarity.

  • Nature of Interviewing:

    • Conducting interviews transcends simply asking and recording answers; it requires the mastery of specific concepts, techniques, and principles.

    • Time and experience will foster the development of essential interviewing skills to ensure effective data collection.