DATA COLLECTION METHOD – INTERVIEWS

Collins and Hussey (2014) discuss how qualitative data contrast with that of quantitative data, and makes specific reference to the reliability and validity of the two types of data. For clarification purposes, reliability refers to the absence of differences in results if the research were to be repeated, whilst validity refers to the extent to which the research findings accurately reflect the phenomena being studied. They elaborate by explaining how quantitative data are normally more precise, can be captured at various points in time and in different contexts, and how it is associated with positivist methodology generally resulting in findings with a high degree of reliability and a low degree of validity. On the other hand, qualitative data are normally more transient, understood only within context, and associated with interpretivist methodology that usually result in findings with a high degree of validity and a lower degree of reliability (Collins & Hussey, 2014).

As the specific nature of the research problem addressed in this study lends itself to a qualitative approach, as discussed in section 3.3 and section 3.4, qualitative data collection methods were considered. Although there are many qualitative data collection methods available, the three most commonly used include participant observations, in-depth interviews, and focus groups (Mack, Woodsong, McQueen, Guest, & Namey, 2011) Each of these methods are particularly suited for obtaining specific types of data, which is outlined in table 3.2 below.

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Table 3.2: Three most commonly used data collection methods Data collection

method

Type of data to be obtained

Participant observation Collecting data on naturally occurring behaviours in their usual contexts.

In-depth interviews Collecting data on individuals’ personal histories, perspectives, and experiences

Focus groups Eliciting data on the cultural norms of a group and in generating broad overviews of issues of concern to the cultural groups or subgroups represented

Source: Mack et al., 2011

After obtaining a more in-depth understanding of all data collection methods available, with the focus specifically on the type of data required for this research problem, the choice was made to make use of the in-depth interviewing method as a means to collect data.

Mack et al. (2011) highlights important strengths of the interview method, explaining how it draws out in-depth responses with nuances and contradictions providing an interpretive perspective on the connections and relationships a person has on particular events, phenomena, and beliefs (Mack et al., 2011).

Vosloo (2001) describes the interview process as a social relationship between the researches and the participant, and discusses how the quality and quantity of information obtained is dependent on the creativeness of the interviewer (Vosloo, 2001). To tap into these benefits and deliver in terms of the creativeness referred to by Mack et al. (2011) and Vosloo (2001) above, the interview questions will consist of semi-structured open-ended questions that will be developed from the literature reviewed. These questions will be pre-determined with the objective of bringing the preliminary elements, relationships and arguments to the surface and through this allow the interviewer to explore aspects requiring more clarity by making use of a technique called “funnel questioning” (Gunn, Frosch, & Sacks,

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1985). Much like peeling away the outer skin of an onion, the interviewer will engage in a systematic uncovering of information by gradually narrowing the focus once potential topics of interest that warrant further exploration are uncovered, and engage in a balance of asking both open and closed-ended questions. Finally, a critical element that is important in this process will be to remain flexible throughout the interview and to maximize the fundamental value of both the open and closed-ended question (Gunn et al., 1985).

To ensure that responses are recorded accurately and that no valuable information is lost in the process, a digital voice recorder will be used to record the responses of the participants. All interviews will take place in the offices of the industry specialists of the respective component manufacturing companies selected.

Mack et al. (2011) explains how successful data collection activities involves more than just a casual interaction with a person, but rather individual informed consent and buy-in from the person being interviewed, regardless of whether organizational-level permission exists (Mack et al., 2011). To achieve this, each interviewee will be provided with important information pertaining to the research prior to commencement of the interview. This information included the following:

 background and purpose of the research

 expectation of the research participants, including amount of time likely to be required

 potential risks and benefits

 awareness that participation is voluntary and that the participant can withdraw at any point without negative repercussions

 how confidentiality will be protected

 contact details of institution to be contacted for questions or problems related to the research

59 3.9 ETHICAL CONSIDERATIONS

In research, the term ethics is associated with the moral values and principles that form the basis of a code of conduct for researchers (Collins & Hussey, 2014).

Halai (2006) explains how ensuring that the interest of those participating in research is not harmed in any way, is what creates the foundation to sound and ethical research. She identifies five key principles of ethical research that appear across the ethical codes of research institutions and associations (Halai, 2006).

These include:

 Informed and voluntary consent – the need to ensure fully informed consent of research participants.

 Confidentiality of information shared – ensuring confidentiality of research data relating to organisations, groups or individuals.

 Anonymity of research participants – protecting the anonymity of organisations or individuals participating in research.

 Beneficence or no harm to participants – avoiding potential harm to, and ensuring physical and psychological wellbeing of research participants.

 Reciprocity - the research should be of mutual benefit to both the researcher and the participants.

(Collins & Hussey, 2014).

To ensure that the research being conducted complies with the ethical principles outlined above, the following steps were taken:

 Important information pertaining to the research, to the extent outlined in section 3.7 above, will be shared with all participants.

 An ethical clearance form titled “Ethics Clearance for treatise / dissertation / theses” (Form E) of the NMMU Business School will be submitted for approval.

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