"interview techniques - PowerPoint"
Interview techniques: Asking the right question Onno Roukens Introduction Introduction Preparation Interviewing President of IBM Thomas J. Watson How will the future world market for computers look like? (1943) ? Introduction Introduction Preparation Interviewing President of IBM Thomas J. Watson How will the future world market for computers look like? (1943) "I think there is a world market for maybe five computers" Goal Introduction Preparation goal You give advice to your exporters respondent interviewer how to export shrimps to the Netherlands questions Interview scheme Interviewing Respondent Introduction Preparation goal Motivation: respondent interviewer • Name dropping questions Interview scheme • Flattering Interviewing • Reward • Introduction • Right time / planning / appointments •… Finding right persons (DMU) Interviewer Introduction Preparation goal Profile respondent interviewer • Man / woman questions Interview scheme Interviewing Questions Introduction closed/open wrong Preparation goal Closed questions vs. Open questions? respondent interviewer Verbs W and how questions Interview scheme Interviewing Why do women live longer than men? Use correct terms: product names … Questions Introduction closed/open wrong Preparation goal Wrong questions respondent interviewer questions Interview scheme 1 How much bananas do you import? Interviewing 1 Very much / 2 Average / 3 A few 2 Where do you buy your bananas and to whom do you sell ? 3 Why do you buy organic bananas? For example, has this to do with the margin? Interview scheme Introduction experience sequence Preparation goal Own experience: semi structured interview respondent interviewer • Introduction (motivation, anonymity..) questions Interview scheme • Several topics discussed in logical sequence Interviewing • Open (neutral) broad question to start with (NOT suggestive / No leading questions) • Ask to be more specific and for detail • Ending (something missing, contact details...) • Ask people from target group • Test your interview Interview scheme Introduction experience sequence Preparation goal Logical sequence respondent interviewer • Ask for easy personal information first questions Interview scheme • First the easy topics than the difficult ones Interviewing • Intimate questions at the end Notes Introduction Preparation • Draw notes in keywords Interviewing notes detail silence summary • Note non-verbal reactions Details Introduction exactly/specify general repeat Preparation Ask to be more exactly / specify!!!!!! Interviewing notes Q: What kind of products do you import? detail silence A: Everything (not clear) summary Q: Everything, like what? (specify) A: We import by sea container (not relevant) Q: What is in the container? A: Some fruits (not a sufficient answer) Q: What kind of fruits are those mainly (be more exactly) A: Yes .. eh.. can you write down that we deal in passion fruit and also in some bananas? Q: Do you doubt about this answer? Details Introduction exactly/specify general repeat Preparation General Interviewing notes • Please tell me more about that? detail silence • Please explain? summary • Can you give examples? Specific Repeat a thought opinion, experience and ask for more information: “You are saying quality is the most important buying motive. What do you mean with that?” Details Introduction exactly/specify general repeat Preparation Repeat answer Interviewing notes • Respondent: Quality is very important detail silence • Interviewer: Quality? summary • Respondent: Yes quality in this case means HACCP and … Silence Introduction Preparation • Respondent can say more Interviewing notes • Respondent can think detail silence • Balance summary Summary Introduction Preparation Summarize the conversation: Interviewing notes • Short and precise detail silence • Use words of respondents summary Why? • Control method • Motivate • Bridge between next topic Right Question Introduction Preparation Far better an approximate answer to the Interviewing right question, than the exact answer to the wrong question, which can always be made precise. John Tukey (statistician)