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In-depth Interviews: When do I use them? How do I organize them? Who do I interview and how many? How do I implement an interview? How do I code them? Then what? By Gina Eosco (Your was*iser with many identites!) [email protected] WAS*IS 2008 – Welcome to the Family was*isers!

In-depth Interviews: When do I use them? How do I organize them?

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In-depth Interviews: When do I use them? How do I organize them? Who do I interview and how many? How do I implement an interview? How do I code them? Then what? By Gina Eosco (Your was*iser with many identites!) [email protected] - PowerPoint PPT Presentation

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Page 1: In-depth Interviews:  When do I use them? How do I organize them?

In-depth Interviews:

When do I use them?

How do I organize them?

Who do I interview and how many?

How do I implement an interview?

How do I code them?

Then what?

By Gina Eosco (Your was*iser with many identites!)

[email protected]

WAS*IS 2008 – Welcome to the Family was*isers!

Page 2: In-depth Interviews:  When do I use them? How do I organize them?

Before We Begin…

• This is JUST an overview … too much to tell you!

• The best way to learn is to practice!

• There are many books!

Page 3: In-depth Interviews:  When do I use them? How do I organize them?

• When …you are using grounded theory (Glaser & Strauss, 1967; Strauss & Corbin, 1990)

• My summary: Use grounded theory when looking at subjects or ideas that we know a limited amount about, and knowing this, allowing the qualitative data (interview or focus groups) to lead the researcher to pose new theories, findings, or pose new questions.

• When … you want/need in-depth information about a question, topic or problem. It is NOT generalizable!

When do I use Interviews?

Snore. Please give an example. Qualitative methods

are so text heavy.

Page 4: In-depth Interviews:  When do I use them? How do I organize them?

1.) I started with a problem, not a question.

a.) People are misinterpreting the “cone of uncertainty,” a highly used hurricane track graphic.

b.) The weather community, at the time, was having a heated discussion about what to do about it.

2.) Turn your problem into a question …

a.) Why are people misinterpreting the cone of uncertainty?

b.) Why is the weather community arguing about this when there are social scientists who can help?! (We need to see the strengths of both physical and social scientists!)

When do I use Interviews?

Example: My thesis (Part I)

Page 5: In-depth Interviews:  When do I use them? How do I organize them?

Solution? … keep asking questions =)1.) How ARE people supposed to interpret the cone of uncertainty?

When do I use Interviews?

Example: My thesis (Part II)

I don’t have a clue!

Let’s do some interviews with forecasters to find out!

That’s how it all started!

Page 6: In-depth Interviews:  When do I use them? How do I organize them?

• The simple answer? … It depends.

• My thesis used the Tree and Branch approach (Rubin & Rubin, 1994)

• Ask Yourself Questions

• Will you taint the interviewee’s opinion by asking a question in a certain way?

• Is it important to ask the questions in a certain order?

• In many ways, the interview protocol (the questions you will ask) is a lot like setting up a survey!

How do I organize interviews?

Page 7: In-depth Interviews:  When do I use them? How do I organize them?

Here are some potential questions:

• Have you seen this graphic before?

• Do you know what the “cone of uncertainty” is? Can you draw it?

• Can you tell me what this big white cone means? (conditional on which graphic I show … cones come in many colors! … It’s like ice cream really.)

• Could you tell me what you think the “Skinny black line” means?

WAIT! What if they don’t have a clue?! Am I collecting useful data?!

Lets add …

• How long have you lived in a hurricane prone area?

• Has your local weather forecast covered any recent hurricanes? (Where do they get their weather?!)

BIG Tip: Do a trial run! Practice with someone!

How do I organize interviews?

Example: 2nd phase to my thesis

Page 8: In-depth Interviews:  When do I use them? How do I organize them?

Honest? It’s entirely up to you ….

But please don’t let this go to your head.

The interviewer plays a VERY important role.

YOU determine the type of sample. (For example, snowball /purposive sample of forecasters with experience designing or communicating about the cone of uncertainty.)

YOU determine your specific audience. (hurricane forecasters (public and private!), wx software companies, broadcast

meteorologists, etc.)

YOU determine when you have enough data. (I stopped at 19 interviews as the interviewees were giving similar data.)

YOU determine how valid or reliable your study is!!(eek!)

Who do I interview and how many?

Page 9: In-depth Interviews:  When do I use them? How do I organize them?

Here are some things to consider:

• Provide the interviewee with the necessary forms and background information. You want them to feel comfortable!

• ALWAYS ask permission before recording an interview. And bring extra batteries! (Make sure I tell you about different recorders!)

• Consider the environment in which the interview will take place: is it noisy? Can other people hear you? Will there be lots of distractions?

• Consider whether you need permission from a supervisor to interview this person (or be sure to ask them! … Boy do I have a story for you!)

• Consider whether you are doing the interview with one person or perhaps two people.

• Consider your body language! (where are you looking? Are you nodding?)

How do I actually implement an interview?

Is it really this complicated?! Seriously, what can go wrong?!

Page 10: In-depth Interviews:  When do I use them? How do I organize them?

The Good

• You can learn SO much! Ask thoughtful questions! Be an active listener!

• It’s as if the data is speaking to you … it’s fascinating!

The Bad

• Some of my interview conditions were not ideal. The sound quality was very poor (made it difficult to transcribe).

• Some of my interviewees didn’t have a lot to say (this can be really frustrating during an interview!! … What do you do?!)

• It’s not a conversation … don’t provide your opinion. Ask Q’s.

The Ugly

• The interview that just went ALL wrong. Get through the interview. Learn from it. Move on. (Everyone will undoubtedly experience one bad interview … be prepared for anything!)

How do I actually implement an interview?

The Good, the Bad, and the Ugly

Page 11: In-depth Interviews:  When do I use them? How do I organize them?

Transcribing and Coding

• Transcribe the interview … word for word w/a couple of suggestions (For me, 1 hour interview = 8 hours of transcribing)

• Start with some categories (TIP: did you organize your interview questions into categories?! Start with those!!)

• Define each category (not too specific, but not too broad .. I’ll give an example)

• In vivo coding (I’ll explain!)

• Code, reflect, code, think, repeat as necessary… It’s a long, sometimes tedious process, but rewarding!

• Coding software - Atlas.ti (they have student discounts!)

I have the data ….

How do I analyze it?

Page 12: In-depth Interviews:  When do I use them? How do I organize them?

How do I analyze the data

Example Part I

Interviewee

Interviewer

Codes

In vivo coding

Coding Manager

Page 13: In-depth Interviews:  When do I use them? How do I organize them?

How do I analyze the dataExample Part II

Master List

of Codes

My comments that I attached to a code

Page 14: In-depth Interviews:  When do I use them? How do I organize them?

Then what do I do?!

Okay, great. Everything is coded … now what?!

For me ….

• A LOT of thinking and staring into thin air!

• What does the data mean? Are there patterns? If so, what do the patterns tell you? Does this jive with the current theory? Or, is this new ground? (ahhh, so that’s what “grounded” theory means!)

• Hand written codes and notes (Sometimes the old fashioned way is the most useful way).

• Seriously…. Just start writing.

Page 15: In-depth Interviews:  When do I use them? How do I organize them?

When writing:

• Try to use a variety of quotes from different participants.

• Shorten long quotes (It IS ok to delete something as long as it doesn’t take away from the interviewees point … be careful.)

• When trying to make your argument, use a few quotes to make your point (my magic number was 3 unless the quotes were short).

• Be sure to set the context in which the quote was stated.

• You WILL make revisions. You WILL wake up in the middle of the night with an idea. You WILL never think you are done. (sort of like this presentation!)

Some more tips …

Page 16: In-depth Interviews:  When do I use them? How do I organize them?

What my methods section looked like ….

Chapter 3 – Methods 21Overview of research approach 21Data Collection Overview 22

Question Development and Interview Setup 22Interviewee Selection 24Sample 25

Validity and Bias 25A closer look at interview locations and their effect on interview responses. 25Potential biases from the participants. 29Potential biases from the researcher. 31

Data Analysis 34Coding Categories 34Presentation and Variety of Quotes. 34

Generalizability 36Summary 36

Page 17: In-depth Interviews:  When do I use them? How do I organize them?

The end

Questions? Comments? Concerns?

[email protected]

Page 18: In-depth Interviews:  When do I use them? How do I organize them?

Summary of Section 1 – Types of Communication and Audience Analysis

Public

Emergency Managers

Private Sector WeatherCompanies

(NBC, ABC, The WeatherChannel, AccuWeather, etc.)

NationalHurricane

Center (NHC)V1

V1V1

Vx

V3V2

Vx

V3

V2

V= visualV1 = "cone" from NHCV2, V3, ... Vx = visuals from private sector companies

Page 19: In-depth Interviews:  When do I use them? How do I organize them?

Definition: Visual validity is an analytical construct to describe how accurately a reader’s meaning of a visual matches that of the creator’s intent.

Art? Risk? Cone?

Low Visual High Visual

Validty Validity

When does visual validity matter most?..... My contention is when there is a consequence to a misinterpretation.

Summary of Section 2 - Visual Validity

Page 20: In-depth Interviews:  When do I use them? How do I organize them?

1.) Scientific Uncertainty

“Bottom line the answer to your question is whether we’ll be able to give the public an idea of the uncertainty to provide the real detailed information, well how to use it to decision makers at the local and state level to help them with their tough calls.”

2.) Risk (Impacts)

“If you were close enough to that track … then know you should expect damage within 50 miles of landfall.”

3.) Confidence (certainty)

“It [the cone] represents where we expect the center of circulation to be, within the next so many days, and we have timelines on there every 12 hours. It represents the certainty of where we expect the center of circulation to be, only the circulation, not the impacts.”

Section 3 - Summary of Objectives

Page 21: In-depth Interviews:  When do I use them? How do I organize them?

Beginning of Hurricane Season…………… Prepare now!Formation……………………………………. Keep Listening5-day Cone………………………………….. Prepare for a

possible hurricane ………………………………….. Start listening to your

emergency

managers(EMs)/local decision makers3-day Cone………………………………….. Begin to Implement

Hurricane plan/Listen to EMsHurricane/Tropical Storm Watch………….. Listen to

EMs/Implement Your Plan!

Hurricane/Tropical Storm Warning………... Implement Your Plan!!

Section 3 - Summary of Behavior

Page 22: In-depth Interviews:  When do I use them? How do I organize them?

Public

Emergency Managers

Private Sector WeatherCompanies

(NBC, ABC, The WeatherChannel, AccuWeather, etc.)

NationalHurricane

Center (NHC)V

1-M

1

V1-M

1-B

t

V1-M

1

Vx-M

x

V3-M

3

V2-M

2

Vx-M

x-B

t

V3-M

3-B

t

V2-M

2-B

t

V= visual; M= verbal or written messageV

1-M

1 = "cone" and message

from NHCV

2-M

2, V

3-M

3, ... V

x-M

x = "cones"

and messages from private sector companiesM

em - message from emergency

managersB

t - behavioral action at time, t

Mem

B48

The “life” of a visual ….

Page 23: In-depth Interviews:  When do I use them? How do I organize them?

Definition: Visual framing is a technique to help increase the correspondence between a visual and verbal message whereby the creator purposefully designs the visual to match the verbal message.

•Scientific Uncertainty

•Risks/Impacts

•Confidence

•Listen to Emergency Managers

Summary of Section 4 - Visual Framing

Page 24: In-depth Interviews:  When do I use them? How do I organize them?

Tuesday 8pm

H

W E

N

STuesday 8pm

Wednesday 8am

Thursday 8am

LISTENTO

YOUREMERGENCYMANAGERS

An example of visual framing…

Page 25: In-depth Interviews:  When do I use them? How do I organize them?

Conclusions

1. Visuals may be excluded from the deficit model/simplification process.

2. Risk/complex science visuals may need explanation to achieve visual validity.

3. Visual validity may be necessary for risk visuals that have a consequence if misinterpreted.

4. Visuals may have a complex relationship between its design and its verbal/written objectives.

5. Visual framing may help scientists create visuals that achieve high visual validity.