In-depth interviews (IDIs) are an insightful qualitative research method that allows the researcher to tap into the mind of consumers. To keep costs down, many businesses choose to complete IDIs via telephone, rather than the more costly option of conducting the interviews in-person. While telephone IDIs provide a cost advantage, the researcher loses the ability to read visual cues provided by the respondent when answering questions. Due to the inability to communicate face-to-face, there are extra steps that should be taken to ensure open-ended questions asked via telephone are transcribed effectively.
Here are four tips to transcribe open-ended responses:
- The importance of quality responses
Quality of data is more important than quantity. Ensure that the responses you are transcribing make logical sense. Also, don’t force a complete. If you notice that your respondent is not offering valuable information to the end client, feel free to stop the interview. There is no rule that says you have to finish every interview you start!
- Keep the responses clean
The RMS analytics team will go through and re-read every open-ended response, so we try to make sure all responses are free of spelling, punctuation, and grammatical errors. Not having a consistent format and clean responses will lead to poor reporting or excessive data cleaning time.
- Probe for additional details
Suppose your respondent replies to a satisfaction question by stating, “It was good.” From here the researcher should follow up by asking the respondent why “it was good.” To be diligent about probing, we suggest always following up on questions where respondents provide three words or less. Best practices in research suggest that probing on open-ended questions leads to more in-depth responses, and ultimately provide the client with more rich data.1
- Record responses verbatim
The researcher should record responses as stated by the respondents. This means the researcher should be recording responses in first person. For example, instead of, “He feels the hours should be longer,” record, “I feel the hours should be longer.” Additionally, do not try to summarize the respondent’s comments, or use your own words to make responses more concise. Try to capture as much as you can from the respondent’s own words.
Research & Marketing Strategies (RMS) is a market research firm located in Syracuse, NY. If you are interested in learning more about our market research services, please contact the Director of Business Development, Sandy Baker at SandyB@RMSresults.com or by calling 1-866-567-5422.
1 Smith, S., & Albaum, G. (2012). Basic Marketing Research: Volume 1. Handbook for Research Professionals. Official Training Guide from Qualtrics. Retrieved from: https://www.du.edu/ir/pdf/basic_marketing_research_vol_1