Interview guidelines are developed depending on the
objective and scope of the respective object of investigation. According
to the subject, the framework and the sample size the mode of interpretation
as well as the pool of items is determined. In a next step the guideline
is compiled from selected items of the pool. As a rule, this guideline
is taken to a pre-test, which serves as basis for necessary corrections
and adjustments. A questionnaire targeted to the respective object of
investigation allows for the performance of efficient interviews that
provide for extensive comparable results without idling and queries even
in the case of differing interviewers. Especially in the collection of
user and system requirements Critical Incident Technique (CIT) is often
applied in the preparation of guidelines. The CIT is a method of system
evaluation in an operating environment. It is based on the feedback of
critical incidents experienced interacting with the system, which are
transformed into a taxonomy of critical system requirements. Thus, the
CIT provides rich information about actual users, who perform actual
tasks. It identifies unusual and / or memorable events, which in the
case of other study methods had probably remained undiscovered due to
time or resource bottlenecks.
Expert interviews and inquiries of customers are a
useful approach to generate detailed data on different topics and / or
products, services and processes in an explorative manner. They provide
an opportunity to obtain personal perceptions and experiences in an informal
environment positively affecting interviewers' readiness to provide information.
A minimum of intervention from the interviewer reduces the interviewer
bias and promotes the generation of authentic information. Especially
in the field of marketing for innovations, where numerousness of potential
interviewees and clear demarcation of contents are rarely the case, such
individual interviews have repeatedly proven of value.
Open Space Technology (OST) is
an innovative workshop concept forming self- controlling groups out
of different person groups, which are differently connected to a certain
subject. With respect to the content the framework is provided by the
guiding theme yet offering sufficient space for participation and definition.
OST is based upon simple rules promoting highly participative, reflexive
and task-oriented co-operation. Special benefit is derived from the
possibility of the initiator to constitutively participate in the Open
Space as well as to authentically witness the dynamic development of
the discussions and their content. Moreover, the participative integration
of attendants in the process of the workshop increases identification
and with it also acceptance of thus generated results.
