Interviewing Important People in Big Companies

Abstract

Though highly visible, top corporate executives are not accessible. Surrounded by gatekeepers, leverage is often needed to gain access, & that done, the researcher is in foreign territory; unless fully prepared, inaccurate or scripted information can result. Personal or professional contacts, personalization of the research, & accommodating the interviewee's schedule can help lower barriers to access. The researcher can maximize the probability of obtaining useful information by: (1) having a clear agenda; (2) clarifying ground rules for the interview; (3) using a semistructured interview format; (4) supplementing the interview with other data; & (5) establishing the opportunity for follow-up access. 29 References. D. Generoli