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Business Research Methods

William G. Zikmund

Chapter 18: Fieldwork

Fieldworker

Who Conducts Fieldwork?


FIELD INTERVIEWING SERVICE FIELDWORKERS

IN-HOUSE INTERVIEWERS BRIEFING SESSIONS

In-House Training

MAKING INITIAL CONTACT PROBING

RECORDING RESPONSES

ASKING QUESTIONS

TERMINATING INTERVIEWS

Making Initial Contact and Securing the Interview


Good afternoon, my name is Foot-in-the-door Door-in-the-face

Asking the Questions


Exactly as worded Read slowly Questions in the proper order Ask every question Repeat questions that are not understood

Probing
Verbal attempts made by a field-worker when the respondent must be motivated to communicate his or her answers more fully Probes enlarge and clarify

Probing Tactics
SILENT PROBE REPEAT QUESTION REPEAT REPLY

NEUTRAL QUESTION

Recording the Response

Terminating the Interview


How to close interview and exit household is important Reinterviewing may be required

Fieldwork Management
Select Train Supervise Control

Interviewer Cheating
Filling in fake answers or falsifying interviews Verification by reinterview

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