Interviewer Bias

Interviewer bias relates to aspects of the interviewers and the way in which they ask questions and respond to answers—it is distinct from bias arising from the content or wording of questions. Such bias may stem from perceptions of the interviewer’s identity.

The interviewer’s sex, ethnicity, age, attractiveness, social class, level of education, perceived life experience, or professional background may affect how participants respond to questions, especially [Page 872]where these characteristics seemingly relate to the interview topic. Linked to this is the interviewer’s ability to establish rapport with the interviewee; disclosure, especially on personal or sensitive topics, may relate strongly to the degree of rapport established.

Alternatively, interviewer bias may be due to body language or facial expression or due to paralinguistic aspects of communication such as tone of voice or emphasis. A rising inflection at the end of a question, for example, may suggest that a certain answer is anticipated and prompt the participant to respond accordingly.

Interviewer bias may also arise from expectations or preconceptions on the interviewer’s part. If, for example, a researcher interviewing high school students about bullying assumes that boys and girls will tend to have different perspectives on this issue, this may influence how the interview is conducted, recorded, or analyzed. Moreover, certain questions may be either included or omitted on the basis of such assumptions. For example, the interviewer may assume that girls are more concerned about verbal than about physical bullying and ask questions that reflect this assumption or use prompts during the interview in different ways for boys and girls.

In a survey interview, bias may be thought of as a factor that will cause the interviewee to give an answer that deviates from the “truth”—for example, to underreport the number of cigarettes smoked or to report a favorable opinion on a topic owing to social desirability. In a qualitative interview, however, the idea of a “truthful” response may have less meaning and bias should be interpreted rather differently. Here, interview bias has more to do with the way in which the interviewer’s identity and behavior may in some sense influence the nature of the data collected but not necessarily in terms of their truth or falsity.

Normally, bias is something to be avoided. However, an apparent bias in the way that questions are asked may sometimes be a conscious strategy. This approach is often used in the wording of interview questions, but it can also be applied to interviewer behavior. For example, if participants appear reluctant to express a view that may be seen as socially unacceptable, the interviewer may deliberately use tone of voice or body language in such a way as to elicit such views. This does not so much create a bias as counteract a bias that already exists.

See also Interviews; Selection Bias; Survey Methods; Surveys