Fieldwork Skills » Interview and Observation Techniques

What you'll learn this session

Study time: 30 minutes

Different types of interview techniques for geographical fieldwork
How to design effective questionnaires and conduct interviews
Various observation methods and when to use them
Sampling strategies for selecting participants
Ethical considerations when collecting primary data
How to record and present interview and observation data

Introduction to Interview and Observation Techniques

Fieldwork is a crucial part of geography that allows you to collect primary data directly from the environment or people. Interview and observation techniques are essential fieldwork skills that help you gather qualitative and quantitative information about places, people and processes.

Key Definitions:

Primary data: Information collected firsthand by the researcher through methods like interviews, questionnaires and observations.
Qualitative data: Non-numerical information that describes qualities or characteristics.
Quantitative data: Numerical information that can be measured and analysed statistically.
Sampling: The process of selecting a subset of individuals from a population to collect data from.

💬 Interview Techniques

Interviews involve asking questions to gather information from people about their experiences, opinions and behaviours. They can provide rich, detailed data that helps you understand geographical issues from different perspectives.

👀 Observation Techniques

Observations involve systematically watching and recording phenomena, behaviours, or physical features. They allow you to collect data about what actually happens rather than what people say happens.

Interview Techniques in Detail

Interviews are valuable for understanding people's perceptions, experiences and opinions about geographical issues. There are several types of interviews you can use in your fieldwork:

📝 Structured Interviews

Use fixed questions in a set order. All participants answer the same questions, making responses easy to compare and analyse statistically.

Example: Rating shopping facilities on a scale of 1-5.

🗨 Semi-structured Interviews

Follow a general framework but allow for follow-up questions and more detailed responses. Good for exploring topics in depth while maintaining some consistency.

Example: Asking residents about neighbourhood changes with prepared questions but allowing conversation to develop.

🗣 Unstructured Interviews

More like guided conversations with few predetermined questions. Useful for exploring complex issues and allowing interviewees to express themselves freely.

Example: Talking to farmers about climate change impacts with minimal prompting.

Designing Effective Questionnaires

Questionnaires are a common form of structured interview. Here's how to design one that will give you useful geographical data:

Keep it concise - Aim for 10-15 questions that can be completed in under 10 minutes
Start with simple questions - Begin with easy demographic questions (age, gender) to build rapport
Use a mix of question types:
- Closed questions (yes/no, multiple choice) - Easy to analyse statistically
- Likert scales (rate from 1-5) - Good for measuring opinions or satisfaction
- Open questions - Allow for detailed responses but harder to analyse
Avoid leading questions - "How bad is the traffic?" suggests there is a problem
Test your questionnaire - Pilot it with friends to check for clarity and timing

Case Study Focus: Investigating Urban Regeneration

Students in Birmingham used a combination of structured questionnaires and semi-structured interviews to investigate perceptions of the Bull Ring shopping centre regeneration. They surveyed 50 shoppers using a questionnaire with Likert scales to rate aspects like accessibility and aesthetics. They also conducted 5 in-depth interviews with local business owners to understand economic impacts. The mixed methods approach provided both broad statistical data and rich qualitative insights about the regeneration's effects.

Observation Techniques

Observation involves systematically watching and recording what you see. It's particularly useful for studying physical features, land use, pedestrian behaviour and environmental quality.

📊 Structured Observation

Uses predetermined categories and recording methods to collect quantitative data. Examples include:

Pedestrian counts: Counting people passing a point during set time periods
Traffic surveys: Recording vehicle types and numbers
Land use mapping: Categorising buildings by function (residential, commercial, etc.)
Environmental quality surveys: Rating factors like litter, noise and building condition using a points system

📄 Unstructured Observation

More flexible approach focusing on qualitative aspects. Examples include:

Field sketches: Drawing landscapes or features with annotations
Photographic surveys: Taking photos to document features or changes
Descriptive notes: Writing detailed observations about places or phenomena
Participant observation: Immersing yourself in activities to understand experiences (e.g., using public transport)

Recording Observation Data

Effective data collection requires good recording methods:

Tally charts - Quick way to count occurrences (e.g., types of shops)
Bipolar surveys - Rating aspects from negative to positive (e.g., -3 to +3)
Mapping - Recording observations on base maps or using GIS apps
Photography - Taking systematic photos (remember to note locations)
Video - Useful for capturing movement patterns or processes
Field notebooks - For detailed descriptions and reflections

Sampling Strategies

You can't interview everyone or observe everything, so you need sampling strategies to select participants or observation sites:

🎲 Random Sampling

Everyone has an equal chance of being selected. Good for avoiding bias but might miss important groups.

Example: Selecting every 10th person who passes a point.

🗺 Stratified Sampling

Population divided into groups (strata) and samples taken from each. Ensures representation of different groups.

Example: Interviewing equal numbers of people from different age groups.

📌 Systematic Sampling

Selecting participants at regular intervals. Easy to implement in the field.

Example: Surveying houses at 100m intervals along a transect.

Ethical Considerations

When collecting data from people, you must consider ethics:

Informed consent - Explain your project and get permission
Anonymity - Don't collect names unless necessary
Confidentiality - Keep data secure and don't share identifiable information
Right to withdraw - People can stop participating at any time
Safety - Don't put yourself or others at risk (work in groups, avoid dangerous areas)
Cultural sensitivity - Respect local customs and practices

Top Tips for Successful Fieldwork

Before fieldwork:

Practice your techniques and test your recording methods
Prepare all materials (clipboards, recording sheets, maps)
Check weather forecasts and dress appropriately

During fieldwork:

Be polite and professional when approaching people
Record data immediately - don't rely on memory
Take photos of your fieldwork in action for your project
Note any limitations or problems you encounter

Presenting and Analysing Your Data

After collecting your data, you'll need to present and analyse it:

Quantitative data can be presented using:
- Graphs (bar charts, pie charts, scatter graphs)
- Tables showing frequencies or percentages
- Maps (choropleth, proportional symbols)
Qualitative data can be presented using:
- Quotes from interviews
- Word clouds showing common themes
- Annotated photographs or field sketches
- Flow charts showing relationships between ideas

Remember that the best fieldwork projects use a combination of interview and observation techniques to triangulate findings and build a more complete picture of geographical processes and patterns.

🧠 Test Your Knowledge!