The interview guide is detailed and specifies

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the interview guide is detailed and specifies question order, and the way questions are to be asked. These interviews permit more direct comparability of responses and maintain interviewer neutrality . *Most qualitative research relies on the unstructured or semistructured interview format. The next slide highlights the differences between unstructured or semistructured and structured interviews WEEK-5 measurement Variable Types: Categorical : Nominal or ordinal Numerical: Continuous or discrete Variable: (a measure of interest) Characteristics of individual, item or “thing” (subject) we’re studying. the value we observe for a variable will ‘vary’ depending upon the individual/item we are observing.E.g. Gender, age, income, Occupation Data: The specific values we observe for variables. What is categorical? – responses fall into categories *E.g. Variable: Favorite singer Possible Response: Usher, jay Z, …. * Variable: Principle field of employment Possible Response: Accounting, tourism, finance, Law What is Numerical? possible responses are numbers measuring a quantity (arising from a measuring process) *E.g. Variable: Time to download from iTunes Possible Response: Any value above 0 seconds Nominal : Possible responses fall into categories, which have no natural order to them E.g. Variable: Favourite Singer Possible Response: Usher, Jay Z,…. Examples : Gender (male, female) Favourite Sport (Soccer, Rugby, Handball…) Marital Status (married, single, divorced, de-facto, widowed) Ordinal: Possible responses fall into categories, which HAVE A natural order E.g. Variable: Investment Risk Possible Response: Low, Medium, High Examples : Organisation’s Size (Small, Medium, Large), Grade (Fail, Pass, Credit, Distinction, High Distinction) Discrete : Possible responses are numbers arising from a measuring process and can assume only certain/distinct values, Usually (but not always) result of counting E.g. Variable: Number of Movie visits in May Possible Response: 0, 1, 2, 3, 4,…. Examples : Number of complaints registered per month, Number of magazine subscriptions, Score out of 5 in test where half marks awarded (0, 0.5, 1, 1.5,..4.5, 5)….cannot get 3.865 out of 5 Continuous: Possible responses are numbers arising from a measuring process and can assume ANY value within some range, Usually result of measuring E.g. Variable: Time to download from iTunes Possible Response: Any value above 0 seconds Examples : Time (17.4 sec; 18.4 hrs), Costs ($/Litre, $), Length (24mm, 1.74m), Speed (110km/h, 5.8Mb/sec) . The Characteristics of good measurement: Reliability, Validity, Practicality. Errors can occur in terms of: Respondent, Situation, Measurer, Instrument. There are three major criteria for evaluating a measurement tool. Validity is the extent to which a test measures what we actually wish to measure. There are three major forms of validity : content, construct, and criterion.

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