Strategy for the qualitative interviews, method of completion, time, location

Semi-structured interviews (where a framework guides the interview while affording the researcher freedom to pursue pertinent avenues of conversation), were deemed appropriate for use in this study (Bryman and Bell 2007; Curran et al. 2014). The literature attests to various strengths and weaknesses of each interview approach (e.g., unstructured, structured, semi-structured) (Lochrie et al. 2015) yet, ultimately, selection of the most appropriate interview approach is contingent on the particulars of the research question, researcher’s philosophical position, and available resources (Bryman and Bell 2007; Marshall and Rossman 2010). The semi-structured approach applied here is described as “…neither a free conversation, nor a highly structured questionnaire.” (Kvale 1983 p. 174). Some notable weaknesses of semi-structured interviews include criticism regarding the validity and reliability of the approach, as different interviews may result in wide ranging data, compounding replication challenges already exacerbated by the time and locational variations commonly occurring in qualitative interview research. Finally, semi-structured interviews are criticised for being vulnerable to bias, as they require a degree of researcher skill, and can be easily ‘led’ by the researcher to skew results (Easterby-Smith et al. 2012; Jennings 2001; Kvale 1983).

Within this research, influenced by the pragmatist philosophical perspective, semi- structured interviews were deemed most appropriate. Principally, the qualitative phase of the research is concerned with establishing whether the quantitative results are broadly supported, and to enhance understanding of the role of brand heritage within the non- profit sector. Consequently, ensuring data could be gathered that would appropriately complement these aims mandated the use of a semi-structured interview approach; as a result, allowing interview data derived from various respondents to be compared effectively while in support of the exploratory nature of the research and allowing for emerging unknown insights to arise.

Kvale (1983) advances theoretical understanding of academic interviewing by presenting a series of 12 principles and issues that researchers should be cognisant of during the interview process. Consequently, face to face semi-structured interviews were conducted by the researcher in a manner conscious of Kvale’s (1983) guiding principles and aspects of interview practice. The interviews themselves were thematically focused on the theoretical model (see Figure 4), and its effect within the Scouts on its volunteers,

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towards contributing to understanding of its interplay, and appropriateness. Semi- structured interviews allowed the researcher to clarify responses, and ensure interview data could be comparable.

The qualitative semi-structured interviews were conducted after the principal quantitative data analysis was complete, in accordance with the sequential mixed methods design employed in this research (Teddlie and Tashakkori 2009). In practice, interviews were conducted over two time periods of two weeks each, totalling one month. This was deemed appropriate as it allowed for a suitable amount of data to be collected and, indeed, was conducive to reaching data saturation whereby no new information of significance could be garnered (Francis et al. 2010).

The interviews were conducted at two sites. The first round was conducted at the Scouts largest gathering in Scotland - the biannual Jamborette located in the grounds of the Blair Atholl estate, Perthshire, in late July 2014. This gathering represented an excellent opportunity to access Scout volunteers from across the country, and the researcher found the relaxed setting of the gathering to be conducive to facilitating productive interviews. The second round of interviews was conducted in the Autumn of 2015 at a regional Scout headquarters in Scotland. Again, the familiar environment in which the Scout volunteers participated in the interviews likely contributed to establishing rapport, and relaxing the respondents. Research literature suggests interview settings should be selected to ensure interviewees are at ease (Elwood and Martin 2000), while remaining realistic with regard to ensuring access within the time and resource restrictions placed upon the research project (Lochrie et al. 2015). Furthermore, in conducting interviews researchers should be aware of micro geographies manifesting at the interview sites (Elwood and Martin 2000). The researcher identified these as far as possible, and thus avoided conducting interviews in locations that would have a negative influence. For example, at the Blair Atholl Scout Jamborette, interviews were not conducted within earshot of volunteer management, or in close proximity to the young Scouts themselves. Similarly, at the regional Scout headquarters, interviews were conducted in a private side-room, thus ensuring privacy of conversation as well as a familiar and conveniently accessible environment for the interviewee.

4.7.2 Sample

Commensurate with the nature of the PhD process, a non-probability sample was deemed appropriate whereby the likelihood of selection for the sample is unknown (see section 4.6.3). While non-probability sampling techniques can detract from the generalisability

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of a study to wider populations (Creswell 2009; Taheri et al. 2015), it represented the most appropriate method in this study. Ideally, a large scale series of qualitative interviews would have been conducted across Scotland, with volunteers from numerous voluntary organisations; however, given the financial and time constraints on this study such an approach was not feasible, indeed large scale qualitative data collection is noted to be particularly time consuming (Saunders et al. 2007). Nevertheless, as the aim of this sequential second phase of the research project was to elicit deeper understanding of the newly developed theoretical model a non-probability sample was deemed suitable.

To help ensure a range of respondents conducive to establishing the role of brand heritage in voluntary organisations, a purposeful sampling approach was used (Bryman and Bell 2007; Taheri et al. 2014b). This represents the same sampling approach deployed in conducting the quantitative survey and is explained previously in section 4.6.2. The results of the quantitative research suggested the Scouts in Scotland did not possess high levels of diversity with regard to religious beliefs; however, the results did demonstrate the organisation possesses a broad range of volunteers of different ages; a factor deemed of particular relevance when exploring brand heritage. Accordingly, the researcher attempted to capture a broad age range of volunteers who volunteered with the Scouts in the sample.

As previously mentioned, data saturation was achieved and monitored through an iterative process of continual consideration and comparison of interviewee responses until it was clear no new information of note would be uncovered (Bryman 2008). Information regarding the resultant sample of 15 respondents, and the interviews are shown in Table 33 below. On average, the interviews lasted around 25 minutes. In keeping with established research convention, and Heriot-Watt University’s ethical guidelines, respondents were categorised numerically, with only their sex, age bracket, location of the interview and their volunteer status revealed, thus safeguarding their anonymity.

164 Table 33: Interviewee Characteristics

Number Sex Age Bracket Interview Location Volunteer Status 1 M 18-25 Blair Atholl Jamborette Active Scouts Volunteer 2 M 26-35 Blair Atholl Jambrette Active Scouts Volunteer 3 M 26-35 Blair Atholl Jamborette Active Scouts Volunteer 4 M 26-35 Blair Atholl Jamborette Active Scouts Volunteer 5 F 56-64 Blair Atholl Jamborette Active Scouts Volunteer 6 F 65+ Blair Atholl Jamborette Active Scouts Volunteer 7 F 26-35 Blair Atholl Jamborette Active Scouts Volunteer 8 F 46-55 Blair Atholl Jamborette Active Scouts Volunteer 9 M 46-55 Blair Atholl Jamborette Active Scouts Volunteer 10 M 46-55 Regional Scout headquarters Active Scouts Volunteer 11 F 26-35 Regional Scout headquarters Active Scouts Volunteer 12 F 18-25 Regional Scout headquarters Active Scouts Volunteer 13 M 18-25 Regional Scout headquarters Active Scouts Volunteer 14 M 18-25 Regional Scout headquarters Active Scouts Volunteer 15 M 18-25 Regional Scout headquarters Active Scouts Volunteer

As Table 33 shows, respondents were both male and female, and represented all age bracket ranges. Nine interviews took place at the Blair Atholl Jamborette, while a further six were held at a regional Scout headquarters. The pilot study stage is now explained.