Interview as a method of data collection has various advantages compared to other methods such as questionnaire and observation. Firstly, interviews provide an accurate screening. This means that an individual being interviewed is unable to provide false information concerning screening questions such as age, race, and gender. Secondly, the method captures both verbal and non-verbal cues. The method can capture the body language of the interviewee and other aspects such as level of enthusiasm or discomfort. Moreover, interviews help the interviewer to keep focus and capture emotions and behaviors which are critical information (Valenzuela, D. and Shrivastava, 2002)
However, interview method can have several limitations which makes it inapplicable in a study. Firstly, the method can be costly compared to other ways. This is because it requires enough personnel to conduct the interview which means extra costs. Secondly, the quality of data solely depends on the ability of the interviewer. Several interviewers have different skills and expertise of conducting an interview thus information may vary. Thirdly, the interview is subject to biases that may negatively affect its output. Moreover, the method requires limited sample size because it is impossible to a large number of participants due to less staff and area where the interview is conducted. Lastly, the method is time-consuming and can create inefficiencies (Valenzuela, D. and Shrivastava, 2002).
Justification of the Balanced Scorecards
The Balanced Scorecards (BSC) is essential in an organization because of various reasons. Firstly, it provides with a framework that brings into line everyone in the company around its vision and mission. Secondly, this method is appropriate because it brings organization to a firm such that it makes them more responsive to possible competitions in the market. Thirdly, it connects the plans to measure with to the overall strategy and objectives thus enabling the staff to gain visibility of organizational actions. Moreover, the method helps to enhance transparency within the organization. Being transparent means the shareholders and other concerned people can see the firm is moving on the right path. Lastly, the balanced scorecards provide measurable metrics that show the well-being of an organization. Being able to select key performance indicators that tie to the companys objectives is crucial for its future (Kaplan, 2009, 1260). Therefore, this method is fundamental in an organization.
Scope of the Research
The research covers the various details of balanced scorecard as a tool for identification of internal factors that control external outcomes in an organization. The study focuses on its effectiveness and BSC viewpoints that are critical in the strategic management of a company because it is the primary source of feedback to the firm. Moreover, the study will be conducted in Jordanian industrial companies as well as Arab Potash Company (APC) where Key Performances Indicators (KPI) will be analyzed. The interview method used to collect data from the organizations will be a useful tool in sourcing accurate and reliable data. Moreover, action research method employed by the study allows participatory approach thus the data collected will be valid without any manipulation (Hine, G, 2013,160).
The findings can be generalized because the action research provided detailed steps that ensures accurate data are acquired from the study. The results from the findings were to represent the actual effectiveness of BSC in other related companies. However, the research attracted biases because of unstructured interview questions that were used. Moreover, the research was costly because of the chosen method of data collection which required using resources to conduct interviews.
Kaplan, R.S., 2009. Conceptual foundations of the balanced scorecard. Handbooks of management accounting research, 3, pp.1253-1269.
Valenzuela, D. and Shrivastava, P., 2002. Interview as a method for qualitative research. Southern Cross University and the Southern Cross Institute of Action Research (SCIAR).
Hine, G.S., 2013. The importance of action research in teacher education programs. Issues in Educational Research, 23(2), pp.151-163.
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