QUALITATIVE STRUCTURED INTERVIEW METHODOLOGY ADOPTED

The Structured Interviews were included after some valuable feedbacks from staff of PowerSeraya Ltd (refer to Pilot Study section). As highlighted in the previous section, it is complementary that another form of research methodology be used to reinforce the quantitative survey method.

3.4.1 Designing the Structured Interviews

One key element in conducting useful research is gathering reliable information. And the basis for doing that is designing questions and questionnaires that get the kind of information from which the researcher can draw valid conclusions. Therefore designing the Structured Interview questions were crucial in determining how the reliable information can be gathered from the interviewees.

The first step in designing the interview was to formulate the broad overall questions that the interview is intended to answer, i.e., the Objectives of this dissertation laid down in Chapter 2.

The questions were structured very similar to the survey questions, grouped under the key sections as highlighted in the previous section, only this time the y are much shorter in length with fewer questions because in an interview, the interviewee can express his/her feelings, emotions, impressions and points of view freely as compared to the survey

questionnaire whereby the respondent can only choose from a most appropriate answer to the question.

3.4.2 Composing the appropriate questions

Two main criteria exist for writing appropriate questions: relevance and ease of answering.

- Relevance--Questions should be directly related to the purpose of the study and have a good probability of yielding the kind of data desired.

- Ease of response--Questions need to be relatively easy to answer and should not create embarrassment or an undue burden on the interviewee.

Among the types of questions that should be avoided are those that require the respondents to consult records or other information sources, this would make them uncomfortable for any reason, would reflect negatively on them and make the interview confrontationa l, or have no specific answer. Therefore the author has designed the question to be fairly simple and straight forward to yield the information desired.

3.4.3 Validity.

Validity demonstrates that a particular instrument in fact measures what it purports to measure. In qualitative research, validity might be addressed through the honesty, depth, richness and scope of the data achieved, the participants approached and the objectivity of the researcher. It is also noted by Gronlund (cited in Cohen, Manion & Morrision, 2005) that in qualitative data, the subjectivity of the respondents, their opinions, attitudes and perspectives together contribute to a degree of bias. Thus validity should be seen as a matter of degree rather that as an absolute state. Internal validity demonstrates that the explanation of a particular issue

can be sustained by the data collected (Cohen, Manion & Morrision, 2005); hence, a properly designed sur vey could meet this criteria.

In the case of the Structured Interview questions, the sections of the questions are organised to gather valid information on the subject matter; just as the same approach as the survey questionnaires. Hence we see the merits of having the Mixed Research Methodology whereby both sets of results can complement and reinforce one another.

3.4.4 Reliability.

For a research to be reliable, it must demonstrate that if it is to be carried out on a similar group of respondents in a similar context, then similar results would be found. In qualitative research, Bogdan and Biklen (1992) suggest that reliability can be regarded as a fit between what researchers record as data and what actually occurs in the natural setting that is being researched, i.e. a degree of accuracy and comprehensiveness of coverage. This is not to strive for uniformity; two researchers who are studying a single setting may come up with very different findings but both sets of findings might be reliable.

In the case of our Structured Interviews with the PowerSeraya Ltd staff, what they say and express on “how they genuinely feel” about the whole subject matter on the effects of Organisational changes is exactly and actually happening in the natural setting that is being researched. Therefore their views and opinions can be deemed as reliable.

3.4.5 Analysis of Information gathered

From the feedbacks and information gathered from the interviewees, the answers shall be tabulated and grouped into the respective sections just like the survey questionnaires.

Even though it was an Interview, it was Structured so that the interview will not consist of open-ended questions that will stray away from the objectives of these interviews. “Options of Answers” similar to the survey questions were given for the interviewees to chose from so that they will not express themselves out of context and stray from the given questions. Again

this was done so that the interviews will stay “on track” and the interviewees will not divert and give answers or talk about things not related to this research topic.

On the other hand, the interviewees are given an option to express their comments, opinions, feelings and emotions, to reinforce whatever answers that they have chosen. This approach allows them to express additional comments, opinions, feelings and emotions related to the questions which may be able to extract other valuable information which the survey or interview questions may miss out.

The answers will also be tabulated for analysis under each respective section but this time it will be reinforced with whatever additional comments that the interviewees may express during the interview.