Method of Data Collection 41

The following sections explore the rationale behind using semi-structured online synchronous interviews as the data collection method as well as its advantages and disadvantages. Additionally, the procedures of contacting and interacting with the respondents are described.

3.3.1 Online Synchronous Interviews

While contemplating the various possible ways to collect data that would best answer the research questions, several methods were considered: an online questionnaire, face-to-face interviews or online synchronous (i.e. “real time”) interviews using instant messaging (IM) clients such as Skype or MSN Messenger. While an online questionnaire could have been easier to administer than conducting an interview, several factors prompted the use of semi- structured interviews instead. The aim was to gain in-depth qualitative data, with the opportunity to interact with the respondents and ask clarifying, probing or follow-up questions if needed. Thus, semi-structured interviews would be the optimal method.

Face-to-face and online synchronous interviews were considered but the latter was chosen due to the reasons outlined below. In addition, interviews conducted virtually would enable anyone from anywhere around the world – with the technology and reliable Internet service – to take part, regardless of geography or time differences. Furthermore, face-to-face interviews would limit the sample population to only those located in Tallinn, Estonia. Although cultural background and nationality are not factors that concern this particular study, logistically, it would have been difficult and time-consuming to arrange face-to-face interviews (e.g. the need to find a space to do the interview, acquire recording equipment, the need to travel to the interview location, and the time to transcribe the interviews). Thus, conducting online synchronous interviews via instant messaging (IM) clients was chosen as a suitable data collection method.

IM clients are programs that enable real-time communication via the Internet. Text-based messages are sent back and forth between the parties, mimicking a conversation in a telephone call or face-to-face interaction. Many IM clients also have the capability to conduct chats with audio and/or video. In fact, one of the interviews was conducted via audio chat (akin to a telephone call) because the respondent preferred to have a verbal conversation instead of a textual one.

As previously mentioned, an advantage of using IM to conduct interviews is that the sample could theoretically consist of people from anywhere in the world with a reliable Internet connection. Hence, geography and time would not be an issue since the interview could be conducted in the comfort of the respondent and interviewer’s workspaces.

Furthermore, some of the additional benefits of using IM (i.e. text chatting) are: a written transcript is generated as the interview is being conducted, which cuts down on the time to transcribe a face-to-face/audio/video interview as well as eliminate transcription error. Secondly, the respondent supplies the punctuation in their responses so they have greater control over determining the meaning of the messages they would like to convey. This also eliminates the error of misinterpretation by a transcriber. Thirdly, due to the lack of visual cues, people may be more open to express their feelings because the online environment “provides social spaces that are purportedly free of the constraints of the body, (so) you are accepted on the basis of your written words, not what you look like or sound like or where you live” (Kitchin 1998, p. 387). As well, Poster believes that “individuals appear to enjoy relating narratives to those they have never met and probably never will meet. The appeal is strong to tell one's tale to others, to many, many others” (Poster, 1995, para. 25).

However, the lack of visual cues in computer-mediated communication could also be perceived as a disadvantage. Subtle, non-verbal cues such as body language or even verbal cues such as tone of voice or inflection, which could help contextualize what the respondent is trying to express are absent in an online interview. Additionally, the lack of visual cues makes it difficult to build rapport between the interviewer and respondent. For example, the interviewer is not able to nod or smile at the respondent to demonstrate empathy or to encourage him/her to elaborate on an interesting point.

Although the disadvantages are veritable concerns, the advantages outweighed the disadvantages, in particular due to the time constraints of this five-month thesis project. Consequently, those were the reasons for selecting the chosen data collection method.

3.3.2 Member and Non-Member Interview Procedures

Member Interviews

Potential respondents were sent an email or contacted via the CouchSurfing message system to inquire about their interest in participating in an interview. If they agreed, an interview date and time was arranged. The interviews, conducted between April 22nd and May 13th, 2009, were carried out via Skype or MSN Messenger and lasted between 1 and 2 hours. After each interview, the respondents were offered the opportunity to have the chat transcript sent to them in order for them to make any additions or corrections to the transcript. For the interview that was conducted via audio chat, notes were taken while the respondent spoke. The notes were then typed up and sent back to the respondent as a method of respondent validation in order to check whether or not the thoughts and opinions of the respondent were correctly captured.

Non-Member Task and Interview

Potential respondents were sent an email that included a task (attached as Appendix 2) to give them an idea of what their participation would entail. The individuals then replied whether or not they were interested in participating in the study. For those interested, they were instructed to contact me whenever they finished the task so that an interview could be arranged (a time frame was indicated in the email sent). The interviews were conducted via Skype or MSN Messenger, which lasted on average about 2 hours in length. The interviews were conducted between April 12th and May 8th, 2009. After each interview, the respondents were offered the opportunity to have the chat transcript sent to them in order to ensure that what was expressed in the interview was actually what they wanted express.