Data collection: Phase two semi-structured interviews

The aims of the phase two semi – structured interviews were:

• To validate or verify the themes and issues raised in Phase one focus group • To secure further rich data from the participants in a private and personal

setting

• To further gain an understanding of the role and secure further examples • Gain an understanding of the role from different points of views

• Gain an understanding of the issues attached to the role again from different points of views

The duration of the interviews lasted approximately 45 mins long. Interviews followed a semi-structured format following an interview schedule, whilst still having the looseness to interject other questions during the interview. This was advantageous as it permitted further clarification and more elaboration from the responses. There was no strict sequence of questions; the interview began with the generic questions, followed by questions pertaining to the role, whilst the latter questions were surrounding issues on the future. As the intent of the interview was gaining views, opinions, feedback and attitudes, open questions where possible were used to encourage discussions, allow the participants the freedom to disclose as much information and to be open, honest and frank as much as they could be. In the concluding section of the interview, the participants’ were provided with the opportunity to add or mention anything that may be useful to the research or if they wanted to clarify an earlier point. In this case all the participants were content with their responses.

The interviews were recorded and then eventually transcribed. Participants were given the opportunity to read through the interview transcription and a copy was made available upon request. All the data was stored and secured at the University. The participants were also given the option to request a copy of the audio interview after the research was complete, none had asked for a copy; all audio interviews were erased once transcribed. It was emphasised at the interviews that all

information was confidential and that names omitted or alternatively replaced with pseudonyms and in addition each organisation would remain anonymous.

4.12.1 Introduction: What is interviewing?

Interviews are used at length in qualitative research as a method of data collection and hence are well established research technique. Adams & Smith (2003) acknowledge that interviews are loosely guided by a list of questions or themes for exploration; they try to be interactive, yet are sensitive to responses from the participants. Hanson et al., (2011) highlight that interviews are conversations developed under the guidance of the researcher with the intention to learn about people’s feelings, thoughts and experiences. They also afford a personal exchange of information between the researcher and the respondent. Overall, an interview is a face to face discussion with one or more participants, usually for a specific purpose (Thomas, 2011) they are a basic mode of inquiry, central to interviews is making sense of someone’s experience through narratives (Seidman, 2012).

4.12.2 Types of qualitative interviews

Interviews can be tightly structured and timed or relatively unstructured and open; as a result this gives rise to the most common interview types: structured, semi- structured and unstructured. Hence the differences are between each type are largely surrounding how the interviews are structured. In addition, the structures vary as this depends on research aims and objectives.

Structured interviews

Britten (1995) cites that this type of interview consists of providing structured and fixed choice questions. Likewise, Ryan et al., (2009) report that structured interviews, are also known as standardized interviews and employ the use of an interview schedule with explicit questions that prevent veering of the topic in question. As a result the interviewers generally pose the same exactly worded questions in the same order to the participants. Berg (2009) suggests that due to the standardisation of questions they are similar in nature to a questionnaire survey as there is no movement from the order of questions.

Semi – structured interviews

These are seen as the most widely used interviewing format for qualitative research. Britten (1995) acknowledges that semi-structured interviews are conducted on the basis of a loose structure of open ended questions that permits the area to be explored in more detail. The interviews are organised around a set of pre-determined but open ended questions and due to the open-ended questions, other questions become apparent from the discussion between the interviewer and the respondent (DiCicco-Bloom & Crabtree, 2006). Whiting (2008) adds that semi-structured interviews are organised around a set of pre-determined questions and then other questions emerge from the responses. This makes semi-structure interviews appealing as it leaves a lot of room for manoeuvrability.

Unstructured interviews

As the name suggests, unstructured interviews involve a broad area to explore and the researcher follows the direction of the respondent (Petty et al., 2012). Equally they are based around a discussion topic or a set of themes so as acknowledged above; the interviewee responses determine the direction of the interview.

4.12.3 Rationale and benefits of using interviews

Pope et al., (2002) consider that interviews provide an opportunity to gain detail on issues or experiences; in addition the authors highlight that the method is particularly useful as it elicits peoples’ views and accounts; likewise it can have additional benefit of revealing issues or concerns that were not anticipated. DiCicco-Bloom et al., (2006) acknowledge that face to face interviews seek to promote learning surrounding individual’s experiences and perspectives on a given issue. In addition, Collingridge and Gantt (2008) comment that interviews are suited for examining people’s experiences and perspectives. Individual interviews are useful when the researcher wants to explore in depth the experiences or views of individuals (Petty et al., 2012). Overall there is an agreement that interviews effectively provide a holistic understanding of a particular issue of interest through the perspectives of participants.

The face to face nature of an interview itself is beneficial. It provides the interviewer with a way to read and observe non-verbal cues (such as facial expression, body language and eye contact) from the respondent, which can assist the interviewer in understanding the point raised. Ryan et al., (2009) acknowledge that this in turn can allow the interviewer to delve into any hidden meanings or issues.

In relation to this research, a semi structured interview type has been chosen as they are suited to case studies (Drever, 2003) permitting the interviewer to adapt the main questions to suit the respondent’s role and explore different perspectives in depth. Semi structured interviews should flow like a conversation rather than a structured question and answer situation, therefore are guided conversations with a purpose (Pitchforth & Teojilingen, 2005). This viewpoint has added value to the research, as a conversation like nature of an interview can build a trusting relationship between the interviewer and respondent, allowing the respondent to be more open and honest on the particular issue in question.

4.12.4 Limitations of using interviews

A number of limitations potentially exist when using interviews. The relationship between the interviewer and the interviewee can itself sometimes create an issue. The literature highlights the notion asymmetries of power that become apparent in an interview situation. This is an indication that there are perceived status differences between the interviewer and the interviewee which can impact on the interview overall. Kvale (2006) acknowledges the asymmetrical power relations of an interview and provides an overview of some of the issues including; the interviewer ruling the interview, in which the interviewer defines the interview situation, decides on the time and topic, instigates the interview, presents the questions; follows up on the responses and closes the interview. In this case it is my research that sets the agenda and governs the interview. The interview may also be seen as an instrumental dialogue in which the interviewee provides responses, which in turn the researcher will analyse and translate. Finally, the interview maybe a manipulative dialogue in which the interviewer may have a hidden agenda wanting to acquire information, without the interviewee knowing. Oakley (1981) cited in Whiting (2008) acknowledges that attempting to control the interview process is not conducive and does not show consideration for the participants and hence treats them as though

they are just waiting to produce data. DiCicco-Bloom and Crabtree (2006) comment that attempting to control an interview, the research process becomes unjustly, invasive and respondents are portrayed as just data or a source of information for the researcher.