2 management - School of International Business and ...

101 Interviews and Surveys in Scientific Works
3 THE ANSWER
The interviewer finds it difficult to judge the truthfulness of an answer, but can judge its useful-
ness. In the question-answer process, he must always think about three possible errors:
– Communications errors, especially misunderstandings between the partners,
– Memory errors in the subjects,
– intentional false information from the subjects.
The tendency to give socially-desired answers has a significant influence on the usefulness of an-
swers. Desirability is the core of the tendency to present oneself in a favorable light, or to behave
in specific situations in accordance with prevailing norms, values, expectations and practices of
the company or group. The tendency can be avoided by
– formulating questions in a value-free manner, so that the desirability is barely recognized,
or not recognized at all,
– giving the possible answers the same desirability (corporate consensus--opposite poll),
– ensuring that anonymity is secure.
What are the test criteria for the value of answers? According to Haller (1991, p. 254 and follow-
ing, and Flammer (1997, p. 38) answers are usable if
– they agree with empirically observed facts,
– the generalizations are admissible,
– the motives agree with the negotiation in the discussion,
– there is no recognizable conflict between the verbal message and the nonverbal message.
The interview must not confront the subjects with unbelievability, but rather examine their useful-
ness in a factual manner.