Conducting Survey-Interviews
Assignment #1
Interviews can be incredibly valuable research tools, but there are definitely problems associated with them. For one, in an interview, there is opportunity clarify the question, so if the respondent needs clarification, it can be obtained. This is unlike most other forms of research. The interviewer can also encourage participation, and there is the opportunity for deeper probing of a subject. However, the interview could lead or bias the interviewee, skewing the results, and with an interviewer the respondent could be either more open or less open. That ends up being dependent on the interviewer and the interviewee, depending on subject matter and overall context.
Surveys have some merits, too, however. They are easier to administer, and less time-consuming, so the cost per response is usually much lower than for interviews. However, there is a fairly low response rate, and many times a survey risks falling below the threshold for statistical validity. Further, there is less opportunity to clarify...
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