The following is a modified excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (Roller & Lavrakas, 2015, pp. 88-89).
Not unlike the discussion in “Building Rapport & Engagement in the Focus Group Method,” a necessary skill of the in-depth interviewer is the ability to build rapport with the interviewee. Rapport building begins early in the study design and continues through completion of the in-depth interview (IDI). The following are just a few guidelines that IDI interviewers should consider using in order to establish a trusting relationship with their interviewees and maximize the credibility of their outcomes:
- Regardless of the mode by which the IDIs will be conducted, the interviewer should contact each recruited interviewee on the telephone at least once prior to the scheduled interview to begin establishing rapport. This preliminary conversation helps the interviewer and the interviewee make a personal connection, manage their respective expectations, and facilitate an open dialogue at the interview stage. In addition to building rapport, an early personal exchange with the interviewee also instills legitimacy in the research, which further aids in the interview process and makes the interviewee comfortable in providing detailed, thoughtful, and credible data.
- The interviewer’s preliminary communication with the interviewee should make clear (a) the purpose of the study and the interviewer’s association with the research; (b) the anticipated length of the study (i.e., a date when the research is expected to be completed); (c) the breadth of the interview (i.e., the range of topics that will be covered); (d) the depth of the interview (i.e., the level of detail that may be requested, either directly or indirectly); (e) the time commitment required of the interviewee (e.g., length of a telephone IDI, the frequency participants are expected to check email messages in an email IDI study); and (f) the material incentive (e.g., cash, a gift card).
- The interviewer should make a conscious effort to interject a sign of sincere interest in the interviewee’s remarks, but do so in a nonevaluative fashion, without displaying either approval or disapproval with the sentiment being expressed by the interviewee (e.g., “Your comments interest me, please go on”).
- Particularly in the telephone and online modes, the interviewer must be able to identify and respond to cues in the conversation—for example, the interviewee’s audible hesitations or the background noise in a telephone IDI, or nonresponse from an email participant. The email interviewer also needs to be sensitive to the idea that they may have misjudged the participant’s intent. For instance, Bowker and Tuffin (2004) report on the potential difficulty in judging whether an email IDI participant has more to say on a topic or whether certain questions would be deemed redundant. In either case, these potential miscalculations on the part of the interviewer can interfere with the interviewer–participant relationship, with interview participants providing short retorts, such as, “Yes, that was the end [of my comments]!” (Bowker & Tuffin, 2004, p. 237).
- With telephone IDIs, the interviewer–interviewee relationship can be enhanced by adding a webcam and/or an online component. The ability to see the interviewee and/or present stimuli to them (e.g., new program service features, promotional concepts, audio and video clips) during the interview takes advantage of the benefits of face-to-face contact.
Bowker, N., & Tuffin, K. (2004). Using the online medium for discursive research about people with disabilities. Social Science Computer Review, 22(2), 228–241. https://doi.org/10.1177/0894439303262561
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