interview research method definition

Interviews can be defined as a qualitative research technique which involves “conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program or situation.” [1]

There are three different formats of interviews: structured, semi-structured and unstructured.

Structured interviews consist of a series of pre-determined questions that all interviewees answer in the same order. Data analysis usually tends to be more straightforward because researcher can compare and contrast different answers given to the same questions.

Unstructured interviews are usually the least reliable from research viewpoint, because no questions are prepared prior to the interview and data collection is conducted in an informal manner. Unstructured interviews can be associated with a high level of bias and comparison of answers given by different respondents tends to be difficult due to the differences in formulation of questions.

Semi-structured interviews contain the components of both, structured and unstructured interviews. In semi-structured interviews, interviewer prepares a set of same questions to be answered by all interviewees. At the same time, additional questions might be asked during interviews to clarify and/or further expand certain issues.

Advantages of interviews include possibilities of collecting detailed information about research questions. Moreover, in in this type of primary data collection researcher has direct control over the flow of process and she has a chance to clarify certain issues during the process if needed. Disadvantages, on the other hand, include longer time requirements and difficulties associated with arranging an appropriate time with perspective sample group members to conduct interviews.

When conducting interviews you should have an open mind and refrain from displaying disagreements in any forms when viewpoints expressed by interviewees contradict your own ideas. Moreover, timing and environment for interviews need to be scheduled effectively. Specifically, interviews need to be conducted in a relaxed environment, free of any forms of pressure for interviewees whatsoever.

Respected scholars warn that “in conducting an interview the interviewer should attempt to create a friendly, non-threatening atmosphere. Much as one does with a cover letter, the interviewer should give a brief, casual introduction to the study; stress the importance of the person’s participation; and assure anonymity, or at least confidentiality, when possible.” [2]

There is a risk of interviewee bias during the primary data collection process and this would seriously compromise the validity of the project findings. Some interviewer bias can be avoided by ensuring that the interviewer does not overreact to responses of the interviewee. Other steps that can be taken to help avoid or reduce interviewer bias include having the interviewer dress inconspicuously and appropriately for the environment and holding the interview in a private setting. [3]

My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step assistance offers practical assistance to complete a dissertation with minimum or no stress. The e-book covers all stages of writing a dissertation starting from the selection to the research area to submitting the completed version of the work within the deadline.John Dudovskiy

[1] Boyce, C. & Neale, P. (2006) “Conducting in-depth Interviews: A Guide for Designing and Conducting In-Depth Interviews”, Pathfinder International Tool Series

[2] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO

[3] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO

Chapter 11. Interviewing

Introduction.

Interviewing people is at the heart of qualitative research. It is not merely a way to collect data but an intrinsically rewarding activity—an interaction between two people that holds the potential for greater understanding and interpersonal development. Unlike many of our daily interactions with others that are fairly shallow and mundane, sitting down with a person for an hour or two and really listening to what they have to say is a profound and deep enterprise, one that can provide not only “data” for you, the interviewer, but also self-understanding and a feeling of being heard for the interviewee. I always approach interviewing with a deep appreciation for the opportunity it gives me to understand how other people experience the world. That said, there is not one kind of interview but many, and some of these are shallower than others. This chapter will provide you with an overview of interview techniques but with a special focus on the in-depth semistructured interview guide approach, which is the approach most widely used in social science research.

An interview can be variously defined as “a conversation with a purpose” ( Lune and Berg 2018 ) and an attempt to understand the world from the point of view of the person being interviewed: “to unfold the meaning of peoples’ experiences, to uncover their lived world prior to scientific explanations” ( Kvale 2007 ). It is a form of active listening in which the interviewer steers the conversation to subjects and topics of interest to their research but also manages to leave enough space for those interviewed to say surprising things. Achieving that balance is a tricky thing, which is why most practitioners believe interviewing is both an art and a science. In my experience as a teacher, there are some students who are “natural” interviewers (often they are introverts), but anyone can learn to conduct interviews, and everyone, even those of us who have been doing this for years, can improve their interviewing skills. This might be a good time to highlight the fact that the interview is a product between interviewer and interviewee and that this product is only as good as the rapport established between the two participants. Active listening is the key to establishing this necessary rapport.

Patton ( 2002 ) makes the argument that we use interviews because there are certain things that are not observable. In particular, “we cannot observe feelings, thoughts, and intentions. We cannot observe behaviors that took place at some previous point in time. We cannot observe situations that preclude the presence of an observer. We cannot observe how people have organized the world and the meanings they attach to what goes on in the world. We have to ask people questions about those things” ( 341 ).

Types of Interviews

There are several distinct types of interviews. Imagine a continuum (figure 11.1). On one side are unstructured conversations—the kind you have with your friends. No one is in control of those conversations, and what you talk about is often random—whatever pops into your head. There is no secret, underlying purpose to your talking—if anything, the purpose is to talk to and engage with each other, and the words you use and the things you talk about are a little beside the point. An unstructured interview is a little like this informal conversation, except that one of the parties to the conversation (you, the researcher) does have an underlying purpose, and that is to understand the other person. You are not friends speaking for no purpose, but it might feel just as unstructured to the “interviewee” in this scenario. That is one side of the continuum. On the other side are fully structured and standardized survey-type questions asked face-to-face. Here it is very clear who is asking the questions and who is answering them. This doesn’t feel like a conversation at all! A lot of people new to interviewing have this ( erroneously !) in mind when they think about interviews as data collection. Somewhere in the middle of these two extreme cases is the “ semistructured” interview , in which the researcher uses an “interview guide” to gently move the conversation to certain topics and issues. This is the primary form of interviewing for qualitative social scientists and will be what I refer to as interviewing for the rest of this chapter, unless otherwise specified.

Types of Interviewing Questions: Unstructured conversations, Semi-structured interview, Structured interview, Survey questions

Informal (unstructured conversations). This is the most “open-ended” approach to interviewing. It is particularly useful in conjunction with observational methods (see chapters 13 and 14). There are no predetermined questions. Each interview will be different. Imagine you are researching the Oregon Country Fair, an annual event in Veneta, Oregon, that includes live music, artisan craft booths, face painting, and a lot of people walking through forest paths. It’s unlikely that you will be able to get a person to sit down with you and talk intensely about a set of questions for an hour and a half. But you might be able to sidle up to several people and engage with them about their experiences at the fair. You might have a general interest in what attracts people to these events, so you could start a conversation by asking strangers why they are here or why they come back every year. That’s it. Then you have a conversation that may lead you anywhere. Maybe one person tells a long story about how their parents brought them here when they were a kid. A second person talks about how this is better than Burning Man. A third person shares their favorite traveling band. And yet another enthuses about the public library in the woods. During your conversations, you also talk about a lot of other things—the weather, the utilikilts for sale, the fact that a favorite food booth has disappeared. It’s all good. You may not be able to record these conversations. Instead, you might jot down notes on the spot and then, when you have the time, write down as much as you can remember about the conversations in long fieldnotes. Later, you will have to sit down with these fieldnotes and try to make sense of all the information (see chapters 18 and 19).

Interview guide ( semistructured interview ). This is the primary type employed by social science qualitative researchers. The researcher creates an “interview guide” in advance, which she uses in every interview. In theory, every person interviewed is asked the same questions. In practice, every person interviewed is asked mostly the same topics but not always the same questions, as the whole point of a “guide” is that it guides the direction of the conversation but does not command it. The guide is typically between five and ten questions or question areas, sometimes with suggested follow-ups or prompts . For example, one question might be “What was it like growing up in Eastern Oregon?” with prompts such as “Did you live in a rural area? What kind of high school did you attend?” to help the conversation develop. These interviews generally take place in a quiet place (not a busy walkway during a festival) and are recorded. The recordings are transcribed, and those transcriptions then become the “data” that is analyzed (see chapters 18 and 19). The conventional length of one of these types of interviews is between one hour and two hours, optimally ninety minutes. Less than one hour doesn’t allow for much development of questions and thoughts, and two hours (or more) is a lot of time to ask someone to sit still and answer questions. If you have a lot of ground to cover, and the person is willing, I highly recommend two separate interview sessions, with the second session being slightly shorter than the first (e.g., ninety minutes the first day, sixty minutes the second). There are lots of good reasons for this, but the most compelling one is that this allows you to listen to the first day’s recording and catch anything interesting you might have missed in the moment and so develop follow-up questions that can probe further. This also allows the person being interviewed to have some time to think about the issues raised in the interview and go a little deeper with their answers.

Standardized questionnaire with open responses ( structured interview ). This is the type of interview a lot of people have in mind when they hear “interview”: a researcher comes to your door with a clipboard and proceeds to ask you a series of questions. These questions are all the same whoever answers the door; they are “standardized.” Both the wording and the exact order are important, as people’s responses may vary depending on how and when a question is asked. These are qualitative only in that the questions allow for “open-ended responses”: people can say whatever they want rather than select from a predetermined menu of responses. For example, a survey I collaborated on included this open-ended response question: “How does class affect one’s career success in sociology?” Some of the answers were simply one word long (e.g., “debt”), and others were long statements with stories and personal anecdotes. It is possible to be surprised by the responses. Although it’s a stretch to call this kind of questioning a conversation, it does allow the person answering the question some degree of freedom in how they answer.

Survey questionnaire with closed responses (not an interview!). Standardized survey questions with specific answer options (e.g., closed responses) are not really interviews at all, and they do not generate qualitative data. For example, if we included five options for the question “How does class affect one’s career success in sociology?”—(1) debt, (2) social networks, (3) alienation, (4) family doesn’t understand, (5) type of grad program—we leave no room for surprises at all. Instead, we would most likely look at patterns around these responses, thinking quantitatively rather than qualitatively (e.g., using regression analysis techniques, we might find that working-class sociologists were twice as likely to bring up alienation). It can sometimes be confusing for new students because the very same survey can include both closed-ended and open-ended questions. The key is to think about how these will be analyzed and to what level surprises are possible. If your plan is to turn all responses into a number and make predictions about correlations and relationships, you are no longer conducting qualitative research. This is true even if you are conducting this survey face-to-face with a real live human. Closed-response questions are not conversations of any kind, purposeful or not.

In summary, the semistructured interview guide approach is the predominant form of interviewing for social science qualitative researchers because it allows a high degree of freedom of responses from those interviewed (thus allowing for novel discoveries) while still maintaining some connection to a research question area or topic of interest. The rest of the chapter assumes the employment of this form.

Creating an Interview Guide

Your interview guide is the instrument used to bridge your research question(s) and what the people you are interviewing want to tell you. Unlike a standardized questionnaire, the questions actually asked do not need to be exactly what you have written down in your guide. The guide is meant to create space for those you are interviewing to talk about the phenomenon of interest, but sometimes you are not even sure what that phenomenon is until you start asking questions. A priority in creating an interview guide is to ensure it offers space. One of the worst mistakes is to create questions that are so specific that the person answering them will not stray. Relatedly, questions that sound “academic” will shut down a lot of respondents. A good interview guide invites respondents to talk about what is important to them, not feel like they are performing or being evaluated by you.

Good interview questions should not sound like your “research question” at all. For example, let’s say your research question is “How do patriarchal assumptions influence men’s understanding of climate change and responses to climate change?” It would be worse than unhelpful to ask a respondent, “How do your assumptions about the role of men affect your understanding of climate change?” You need to unpack this into manageable nuggets that pull your respondent into the area of interest without leading him anywhere. You could start by asking him what he thinks about climate change in general. Or, even better, whether he has any concerns about heatwaves or increased tornadoes or polar icecaps melting. Once he starts talking about that, you can ask follow-up questions that bring in issues around gendered roles, perhaps asking if he is married (to a woman) and whether his wife shares his thoughts and, if not, how they negotiate that difference. The fact is, you won’t really know the right questions to ask until he starts talking.

There are several distinct types of questions that can be used in your interview guide, either as main questions or as follow-up probes. If you remember that the point is to leave space for the respondent, you will craft a much more effective interview guide! You will also want to think about the place of time in both the questions themselves (past, present, future orientations) and the sequencing of the questions.

Researcher Note

Suggestion : As you read the next three sections (types of questions, temporality, question sequence), have in mind a particular research question, and try to draft questions and sequence them in a way that opens space for a discussion that helps you answer your research question.

Type of Questions

Experience and behavior questions ask about what a respondent does regularly (their behavior) or has done (their experience). These are relatively easy questions for people to answer because they appear more “factual” and less subjective. This makes them good opening questions. For the study on climate change above, you might ask, “Have you ever experienced an unusual weather event? What happened?” Or “You said you work outside? What is a typical summer workday like for you? How do you protect yourself from the heat?”

Opinion and values questions , in contrast, ask questions that get inside the minds of those you are interviewing. “Do you think climate change is real? Who or what is responsible for it?” are two such questions. Note that you don’t have to literally ask, “What is your opinion of X?” but you can find a way to ask the specific question relevant to the conversation you are having. These questions are a bit trickier to ask because the answers you get may depend in part on how your respondent perceives you and whether they want to please you or not. We’ve talked a fair amount about being reflective. Here is another place where this comes into play. You need to be aware of the effect your presence might have on the answers you are receiving and adjust accordingly. If you are a woman who is perceived as liberal asking a man who identifies as conservative about climate change, there is a lot of subtext that can be going on in the interview. There is no one right way to resolve this, but you must at least be aware of it.

Feeling questions are questions that ask respondents to draw on their emotional responses. It’s pretty common for academic researchers to forget that we have bodies and emotions, but people’s understandings of the world often operate at this affective level, sometimes unconsciously or barely consciously. It is a good idea to include questions that leave space for respondents to remember, imagine, or relive emotional responses to particular phenomena. “What was it like when you heard your cousin’s house burned down in that wildfire?” doesn’t explicitly use any emotion words, but it allows your respondent to remember what was probably a pretty emotional day. And if they respond emotionally neutral, that is pretty interesting data too. Note that asking someone “How do you feel about X” is not always going to evoke an emotional response, as they might simply turn around and respond with “I think that…” It is better to craft a question that actually pushes the respondent into the affective category. This might be a specific follow-up to an experience and behavior question —for example, “You just told me about your daily routine during the summer heat. Do you worry it is going to get worse?” or “Have you ever been afraid it will be too hot to get your work accomplished?”

Knowledge questions ask respondents what they actually know about something factual. We have to be careful when we ask these types of questions so that respondents do not feel like we are evaluating them (which would shut them down), but, for example, it is helpful to know when you are having a conversation about climate change that your respondent does in fact know that unusual weather events have increased and that these have been attributed to climate change! Asking these questions can set the stage for deeper questions and can ensure that the conversation makes the same kind of sense to both participants. For example, a conversation about political polarization can be put back on track once you realize that the respondent doesn’t really have a clear understanding that there are two parties in the US. Instead of asking a series of questions about Republicans and Democrats, you might shift your questions to talk more generally about political disagreements (e.g., “people against abortion”). And sometimes what you do want to know is the level of knowledge about a particular program or event (e.g., “Are you aware you can discharge your student loans through the Public Service Loan Forgiveness program?”).

Sensory questions call on all senses of the respondent to capture deeper responses. These are particularly helpful in sparking memory. “Think back to your childhood in Eastern Oregon. Describe the smells, the sounds…” Or you could use these questions to help a person access the full experience of a setting they customarily inhabit: “When you walk through the doors to your office building, what do you see? Hear? Smell?” As with feeling questions , these questions often supplement experience and behavior questions . They are another way of allowing your respondent to report fully and deeply rather than remain on the surface.

Creative questions employ illustrative examples, suggested scenarios, or simulations to get respondents to think more deeply about an issue, topic, or experience. There are many options here. In The Trouble with Passion , Erin Cech ( 2021 ) provides a scenario in which “Joe” is trying to decide whether to stay at his decent but boring computer job or follow his passion by opening a restaurant. She asks respondents, “What should Joe do?” Their answers illuminate the attraction of “passion” in job selection. In my own work, I have used a news story about an upwardly mobile young man who no longer has time to see his mother and sisters to probe respondents’ feelings about the costs of social mobility. Jessi Streib and Betsy Leondar-Wright have used single-page cartoon “scenes” to elicit evaluations of potential racial discrimination, sexual harassment, and classism. Barbara Sutton ( 2010 ) has employed lists of words (“strong,” “mother,” “victim”) on notecards she fans out and asks her female respondents to select and discuss.

Background/Demographic Questions

You most definitely will want to know more about the person you are interviewing in terms of conventional demographic information, such as age, race, gender identity, occupation, and educational attainment. These are not questions that normally open up inquiry. [1] For this reason, my practice has been to include a separate “demographic questionnaire” sheet that I ask each respondent to fill out at the conclusion of the interview. Only include those aspects that are relevant to your study. For example, if you are not exploring religion or religious affiliation, do not include questions about a person’s religion on the demographic sheet. See the example provided at the end of this chapter.

Temporality

Any type of question can have a past, present, or future orientation. For example, if you are asking a behavior question about workplace routine, you might ask the respondent to talk about past work, present work, and ideal (future) work. Similarly, if you want to understand how people cope with natural disasters, you might ask your respondent how they felt then during the wildfire and now in retrospect and whether and to what extent they have concerns for future wildfire disasters. It’s a relatively simple suggestion—don’t forget to ask about past, present, and future—but it can have a big impact on the quality of the responses you receive.

Question Sequence

Having a list of good questions or good question areas is not enough to make a good interview guide. You will want to pay attention to the order in which you ask your questions. Even though any one respondent can derail this order (perhaps by jumping to answer a question you haven’t yet asked), a good advance plan is always helpful. When thinking about sequence, remember that your goal is to get your respondent to open up to you and to say things that might surprise you. To establish rapport, it is best to start with nonthreatening questions. Asking about the present is often the safest place to begin, followed by the past (they have to know you a little bit to get there), and lastly, the future (talking about hopes and fears requires the most rapport). To allow for surprises, it is best to move from very general questions to more particular questions only later in the interview. This ensures that respondents have the freedom to bring up the topics that are relevant to them rather than feel like they are constrained to answer you narrowly. For example, refrain from asking about particular emotions until these have come up previously—don’t lead with them. Often, your more particular questions will emerge only during the course of the interview, tailored to what is emerging in conversation.

Once you have a set of questions, read through them aloud and imagine you are being asked the same questions. Does the set of questions have a natural flow? Would you be willing to answer the very first question to a total stranger? Does your sequence establish facts and experiences before moving on to opinions and values? Did you include prefatory statements, where necessary; transitions; and other announcements? These can be as simple as “Hey, we talked a lot about your experiences as a barista while in college.… Now I am turning to something completely different: how you managed friendships in college.” That is an abrupt transition, but it has been softened by your acknowledgment of that.

Probes and Flexibility

Once you have the interview guide, you will also want to leave room for probes and follow-up questions. As in the sample probe included here, you can write out the obvious probes and follow-up questions in advance. You might not need them, as your respondent might anticipate them and include full responses to the original question. Or you might need to tailor them to how your respondent answered the question. Some common probes and follow-up questions include asking for more details (When did that happen? Who else was there?), asking for elaboration (Could you say more about that?), asking for clarification (Does that mean what I think it means or something else? I understand what you mean, but someone else reading the transcript might not), and asking for contrast or comparison (How did this experience compare with last year’s event?). “Probing is a skill that comes from knowing what to look for in the interview, listening carefully to what is being said and what is not said, and being sensitive to the feedback needs of the person being interviewed” ( Patton 2002:374 ). It takes work! And energy. I and many other interviewers I know report feeling emotionally and even physically drained after conducting an interview. You are tasked with active listening and rearranging your interview guide as needed on the fly. If you only ask the questions written down in your interview guide with no deviations, you are doing it wrong. [2]

The Final Question

Every interview guide should include a very open-ended final question that allows for the respondent to say whatever it is they have been dying to tell you but you’ve forgotten to ask. About half the time they are tired too and will tell you they have nothing else to say. But incredibly, some of the most honest and complete responses take place here, at the end of a long interview. You have to realize that the person being interviewed is often discovering things about themselves as they talk to you and that this process of discovery can lead to new insights for them. Making space at the end is therefore crucial. Be sure you convey that you actually do want them to tell you more, that the offer of “anything else?” is not read as an empty convention where the polite response is no. Here is where you can pull from that active listening and tailor the final question to the particular person. For example, “I’ve asked you a lot of questions about what it was like to live through that wildfire. I’m wondering if there is anything I’ve forgotten to ask, especially because I haven’t had that experience myself” is a much more inviting final question than “Great. Anything you want to add?” It’s also helpful to convey to the person that you have the time to listen to their full answer, even if the allotted time is at the end. After all, there are no more questions to ask, so the respondent knows exactly how much time is left. Do them the courtesy of listening to them!

Conducting the Interview

Once you have your interview guide, you are on your way to conducting your first interview. I always practice my interview guide with a friend or family member. I do this even when the questions don’t make perfect sense for them, as it still helps me realize which questions make no sense, are poorly worded (too academic), or don’t follow sequentially. I also practice the routine I will use for interviewing, which goes something like this:

Introduce myself and reintroduce the study
Provide consent form and ask them to sign and retain/return copy
Ask if they have any questions about the study before we begin
Ask if I can begin recording
Ask questions (from interview guide)
Turn off the recording device
Ask if they are willing to fill out my demographic questionnaire
Collect questionnaire and, without looking at the answers, place in same folder as signed consent form
Thank them and depart

A note on remote interviewing: Interviews have traditionally been conducted face-to-face in a private or quiet public setting. You don’t want a lot of background noise, as this will make transcriptions difficult. During the recent global pandemic, many interviewers, myself included, learned the benefits of interviewing remotely. Although face-to-face is still preferable for many reasons, Zoom interviewing is not a bad alternative, and it does allow more interviews across great distances. Zoom also includes automatic transcription, which significantly cuts down on the time it normally takes to convert our conversations into “data” to be analyzed. These automatic transcriptions are not perfect, however, and you will still need to listen to the recording and clarify and clean up the transcription. Nor do automatic transcriptions include notations of body language or change of tone, which you may want to include. When interviewing remotely, you will want to collect the consent form before you meet: ask them to read, sign, and return it as an email attachment. I think it is better to ask for the demographic questionnaire after the interview, but because some respondents may never return it then, it is probably best to ask for this at the same time as the consent form, in advance of the interview.

What should you bring to the interview? I would recommend bringing two copies of the consent form (one for you and one for the respondent), a demographic questionnaire, a manila folder in which to place the signed consent form and filled-out demographic questionnaire, a printed copy of your interview guide (I print with three-inch right margins so I can jot down notes on the page next to relevant questions), a pen, a recording device, and water.

After the interview, you will want to secure the signed consent form in a locked filing cabinet (if in print) or a password-protected folder on your computer. Using Excel or a similar program that allows tables/spreadsheets, create an identifying number for your interview that links to the consent form without using the name of your respondent. For example, let’s say that I conduct interviews with US politicians, and the first person I meet with is George W. Bush. I will assign the transcription the number “INT#001” and add it to the signed consent form. [3] The signed consent form goes into a locked filing cabinet, and I never use the name “George W. Bush” again. I take the information from the demographic sheet, open my Excel spreadsheet, and add the relevant information in separate columns for the row INT#001: White, male, Republican. When I interview Bill Clinton as my second interview, I include a second row: INT#002: White, male, Democrat. And so on. The only link to the actual name of the respondent and this information is the fact that the consent form (unavailable to anyone but me) has stamped on it the interview number.

Many students get very nervous before their first interview. Actually, many of us are always nervous before the interview! But do not worry—this is normal, and it does pass. Chances are, you will be pleasantly surprised at how comfortable it begins to feel. These “purposeful conversations” are often a delight for both participants. This is not to say that sometimes things go wrong. I often have my students practice several “bad scenarios” (e.g., a respondent that you cannot get to open up; a respondent who is too talkative and dominates the conversation, steering it away from the topics you are interested in; emotions that completely take over; or shocking disclosures you are ill-prepared to handle), but most of the time, things go quite well. Be prepared for the unexpected, but know that the reason interviews are so popular as a technique of data collection is that they are usually richly rewarding for both participants.

One thing that I stress to my methods students and remind myself about is that interviews are still conversations between people. If there’s something you might feel uncomfortable asking someone about in a “normal” conversation, you will likely also feel a bit of discomfort asking it in an interview. Maybe more importantly, your respondent may feel uncomfortable. Social research—especially about inequality—can be uncomfortable. And it’s easy to slip into an abstract, intellectualized, or removed perspective as an interviewer. This is one reason trying out interview questions is important. Another is that sometimes the question sounds good in your head but doesn’t work as well out loud in practice. I learned this the hard way when a respondent asked me how I would answer the question I had just posed, and I realized that not only did I not really know how I would answer it, but I also wasn’t quite as sure I knew what I was asking as I had thought.

—Elizabeth M. Lee, Associate Professor of Sociology at Saint Joseph’s University, author of Class and Campus Life , and co-author of Geographies of Campus Inequality

How Many Interviews?

Your research design has included a targeted number of interviews and a recruitment plan (see chapter 5). Follow your plan, but remember that “ saturation ” is your goal. You interview as many people as you can until you reach a point at which you are no longer surprised by what they tell you. This means not that no one after your first twenty interviews will have surprising, interesting stories to tell you but rather that the picture you are forming about the phenomenon of interest to you from a research perspective has come into focus, and none of the interviews are substantially refocusing that picture. That is when you should stop collecting interviews. Note that to know when you have reached this, you will need to read your transcripts as you go. More about this in chapters 18 and 19.

Your Final Product: The Ideal Interview Transcript

A good interview transcript will demonstrate a subtly controlled conversation by the skillful interviewer. In general, you want to see replies that are about one paragraph long, not short sentences and not running on for several pages. Although it is sometimes necessary to follow respondents down tangents, it is also often necessary to pull them back to the questions that form the basis of your research study. This is not really a free conversation, although it may feel like that to the person you are interviewing.

Final Tips from an Interview Master

Annette Lareau is arguably one of the masters of the trade. In Listening to People , she provides several guidelines for good interviews and then offers a detailed example of an interview gone wrong and how it could be addressed (please see the “Further Readings” at the end of this chapter). Here is an abbreviated version of her set of guidelines: (1) interview respondents who are experts on the subjects of most interest to you (as a corollary, don’t ask people about things they don’t know); (2) listen carefully and talk as little as possible; (3) keep in mind what you want to know and why you want to know it; (4) be a proactive interviewer (subtly guide the conversation); (5) assure respondents that there aren’t any right or wrong answers; (6) use the respondent’s own words to probe further (this both allows you to accurately identify what you heard and pushes the respondent to explain further); (7) reuse effective probes (don’t reinvent the wheel as you go—if repeating the words back works, do it again and again); (8) focus on learning the subjective meanings that events or experiences have for a respondent; (9) don’t be afraid to ask a question that draws on your own knowledge (unlike trial lawyers who are trained never to ask a question for which they don’t already know the answer, sometimes it’s worth it to ask risky questions based on your hypotheses or just plain hunches); (10) keep thinking while you are listening (so difficult…and important); (11) return to a theme raised by a respondent if you want further information; (12) be mindful of power inequalities (and never ever coerce a respondent to continue the interview if they want out); (13) take control with overly talkative respondents; (14) expect overly succinct responses, and develop strategies for probing further; (15) balance digging deep and moving on; (16) develop a plan to deflect questions (e.g., let them know you are happy to answer any questions at the end of the interview, but you don’t want to take time away from them now); and at the end, (17) check to see whether you have asked all your questions. You don’t always have to ask everyone the same set of questions, but if there is a big area you have forgotten to cover, now is the time to recover ( Lareau 2021:93–103 ).

Sample: Demographic Questionnaire

ASA Taskforce on First-Generation and Working-Class Persons in Sociology – Class Effects on Career Success

Supplementary Demographic Questionnaire

Thank you for your participation in this interview project. We would like to collect a few pieces of key demographic information from you to supplement our analyses. Your answers to these questions will be kept confidential and stored by ID number. All of your responses here are entirely voluntary!

What best captures your race/ethnicity? (please check any/all that apply)

White (Non Hispanic/Latina/o/x)
Black or African American
Hispanic, Latino/a/x of Spanish
Asian or Asian American
American Indian or Alaska Native
Middle Eastern or North African
Native Hawaiian or Pacific Islander
Other : (Please write in: ________________)

What is your current position?

Grad Student
Full Professor

Please check any and all of the following that apply to you:

I identify as a working-class academic
I was the first in my family to graduate from college
I grew up poor

What best reflects your gender?

Transgender female/Transgender woman
Transgender male/Transgender man
Gender queer/ Gender nonconforming

Anything else you would like us to know about you?

Example: Interview Guide

In this example, follow-up prompts are italicized. Note the sequence of questions. That second question often elicits an entire life history , answering several later questions in advance.

Introduction Script/Question

Thank you for participating in our survey of ASA members who identify as first-generation or working-class. As you may have heard, ASA has sponsored a taskforce on first-generation and working-class persons in sociology and we are interested in hearing from those who so identify. Your participation in this interview will help advance our knowledge in this area.

The first thing we would like to as you is why you have volunteered to be part of this study? What does it mean to you be first-gen or working class? Why were you willing to be interviewed?
How did you decide to become a sociologist?
Can you tell me a little bit about where you grew up? ( prompts: what did your parent(s) do for a living? What kind of high school did you attend?)
Has this identity been salient to your experience? (how? How much?)
How welcoming was your grad program? Your first academic employer?
Why did you decide to pursue sociology at the graduate level?
Did you experience culture shock in college? In graduate school?
Has your FGWC status shaped how you’ve thought about where you went to school? debt? etc?
Were you mentored? How did this work (not work)? How might it?
What did you consider when deciding where to go to grad school? Where to apply for your first position?
What, to you, is a mark of career success? Have you achieved that success? What has helped or hindered your pursuit of success?
Do you think sociology, as a field, cares about prestige?
Let’s talk a little bit about intersectionality. How does being first-gen/working class work alongside other identities that are important to you?
What do your friends and family think about your career? Have you had any difficulty relating to family members or past friends since becoming highly educated?
Do you have any debt from college/grad school? Are you concerned about this? Could you explain more about how you paid for college/grad school? (here, include assistance from family, fellowships, scholarships, etc.)
(You’ve mentioned issues or obstacles you had because of your background.) What could have helped? Or, who or what did? Can you think of fortuitous moments in your career?
Do you have any regrets about the path you took?
Is there anything else you would like to add? Anything that the Taskforce should take note of, that we did not ask you about here?

Research Methods Guide: Interview Research

Introduction
Research Design & Method
Survey Research
Data Analysis
Resources & Consultation

Tutorial Videos: Interview Method

Interview as a Method for Qualitative Research

Goals of Interview Research

Preferences
They help you explain, better understand, and explore research subjects' opinions, behavior, experiences, phenomenon, etc.
Interview questions are usually open-ended questions so that in-depth information will be collected.

Mode of Data Collection

There are several types of interviews, including:

Face-to-Face
Online (e.g. Skype, Googlehangout, etc)

FAQ: Conducting Interview Research

What are the important steps involved in interviews?

Think about who you will interview
Think about what kind of information you want to obtain from interviews
Think about why you want to pursue in-depth information around your research topic
Introduce yourself and explain the aim of the interview
Devise your questions so interviewees can help answer your research question
Have a sequence to your questions / topics by grouping them in themes
Make sure you can easily move back and forth between questions / topics
Make sure your questions are clear and easy to understand
Do not ask leading questions
Do you want to bring a second interviewer with you?
Do you want to bring a notetaker?
Do you want to record interviews? If so, do you have time to transcribe interview recordings?
Where will you interview people? Where is the setting with the least distraction?
How long will each interview take?
Do you need to address terms of confidentiality?

Do I have to choose either a survey or interviewing method?

No. In fact, many researchers use a mixed method - interviews can be useful as follow-up to certain respondents to surveys, e.g., to further investigate their responses.

Is training an interviewer important?

Yes, since the interviewer can control the quality of the result, training the interviewer becomes crucial. If more than one interviewers are involved in your study, it is important to have every interviewer understand the interviewing procedure and rehearse the interviewing process before beginning the formal study.

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Last Updated: Aug 21, 2023 10:42 AM

The Interview Method In Psychology

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

Interviews involve a conversation with a purpose, but have some distinct features compared to ordinary conversation, such as being scheduled in advance, having an asymmetry in outcome goals between interviewer and interviewee, and often following a question-answer format.

Interviews are different from questionnaires as they involve social interaction. Unlike questionnaire methods, researchers need training in interviewing (which costs money).

Multiracial businesswomen talk brainstorm at team meeting discuss business ideas together. Diverse multiethnic female colleagues or partners engaged in discussion. Interview concept

How Do Interviews Work?

Researchers can ask different types of questions, generating different types of data . For example, closed questions provide people with a fixed set of responses, whereas open questions allow people to express what they think in their own words.

The researcher will often record interviews, and the data will be written up as a transcript (a written account of interview questions and answers) which can be analyzed later.

It should be noted that interviews may not be the best method for researching sensitive topics (e.g., truancy in schools, discrimination, etc.) as people may feel more comfortable completing a questionnaire in private.

There are different types of interviews, with a key distinction being the extent of structure. Semi-structured is most common in psychology research. Unstructured interviews have a free-flowing style, while structured interviews involve preset questions asked in a particular order.

Structured Interview

A structured interview is a quantitative research method where the interviewer a set of prepared closed-ended questions in the form of an interview schedule, which he/she reads out exactly as worded.

Interviews schedules have a standardized format, meaning the same questions are asked to each interviewee in the same order (see Fig. 1).

Figure 1. An example of an interview schedule

The interviewer will not deviate from the interview schedule (except to clarify the meaning of the question) or probe beyond the answers received. Replies are recorded on a questionnaire, and the order and wording of questions, and sometimes the range of alternative answers, is preset by the researcher.

A structured interview is also known as a formal interview (like a job interview).

Structured interviews are easy to replicate as a fixed set of closed questions are used, which are easy to quantify – this means it is easy to test for reliability .
Structured interviews are fairly quick to conduct which means that many interviews can take place within a short amount of time. This means a large sample can be obtained, resulting in the findings being representative and having the ability to be generalized to a large population.

Limitations

Structured interviews are not flexible. This means new questions cannot be asked impromptu (i.e., during the interview), as an interview schedule must be followed.
The answers from structured interviews lack detail as only closed questions are asked, which generates quantitative data . This means a researcher won’t know why a person behaves a certain way.

Unstructured Interview

Unstructured interviews do not use any set questions, instead, the interviewer asks open-ended questions based on a specific research topic, and will try to let the interview flow like a natural conversation. The interviewer modifies his or her questions to suit the candidate’s specific experiences.

Unstructured interviews are sometimes referred to as ‘discovery interviews’ and are more like a ‘guided conservation’ than a strictly structured interview. They are sometimes called informal interviews.

Unstructured interviews are most useful in qualitative research to analyze attitudes and values. Though they rarely provide a valid basis for generalization, their main advantage is that they enable the researcher to probe social actors’ subjective points of view.

Interviewer Self-Disclosure

Interviewer self-disclosure involves the interviewer revealing personal information or opinions during the research interview. This may increase rapport but risks changing dynamics away from a focus on facilitating the interviewee’s account.

In unstructured interviews, the informal conversational style may deliberately include elements of interviewer self-disclosure, mirroring ordinary conversation dynamics.

Interviewer self-disclosure risks changing the dynamics away from facilitation of interviewee accounts. It should not be ruled out entirely but requires skillful handling informed by reflection.

An informal interviewing style with some interviewer self-disclosure may increase rapport and participant openness. However, it also increases the chance of the participant converging opinions with the interviewer.
Complete interviewer neutrality is unlikely. However, excessive informality and self-disclosure risk the interview becoming more of an ordinary conversation and producing consensus accounts.
Overly personal disclosures could also be seen as irrelevant and intrusive by participants. They may invite increased intimacy on uncomfortable topics.
The safest approach seems to be to avoid interviewer self-disclosures in most cases. Where an informal style is used, disclosures require careful judgment and substantial interviewing experience.
If asked for personal opinions during an interview, the interviewer could highlight the defined roles and defer that discussion until after the interview.
Unstructured interviews are more flexible as questions can be adapted and changed depending on the respondents’ answers. The interview can deviate from the interview schedule.
Unstructured interviews generate qualitative data through the use of open questions. This allows the respondent to talk in some depth, choosing their own words. This helps the researcher develop a real sense of a person’s understanding of a situation.
They also have increased validity because it gives the interviewer the opportunity to probe for a deeper understanding, ask for clarification & allow the interviewee to steer the direction of the interview, etc. Interviewers have the chance to clarify any questions of participants during the interview.
It can be time-consuming to conduct an unstructured interview and analyze the qualitative data (using methods such as thematic analysis).
Employing and training interviewers is expensive and not as cheap as collecting data via questionnaires . For example, certain skills may be needed by the interviewer. These include the ability to establish rapport and knowing when to probe.
Interviews inevitably co-construct data through researchers’ agenda-setting and question-framing. Techniques like open questions provide only limited remedies.

Focus Group Interview

Focus group interview is a qualitative approach where a group of respondents are interviewed together, used to gain an in‐depth understanding of social issues.

This type of interview is often referred to as a focus group because the job of the interviewer ( or moderator ) is to bring the group to focus on the issue at hand. Initially, the goal was to reach a consensus among the group, but with the development of techniques for analyzing group qualitative data, there is less emphasis on consensus building.

The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population.

The role of the interview moderator is to make sure the group interacts with each other and do not drift off-topic. Ideally, the moderator will be similar to the participants in terms of appearance, have adequate knowledge of the topic being discussed, and exercise mild unobtrusive control over dominant talkers and shy participants.

A researcher must be highly skilled to conduct a focus group interview. For example, the moderator may need certain skills, including the ability to establish rapport and know when to probe.

Group interviews generate qualitative narrative data through the use of open questions. This allows the respondents to talk in some depth, choosing their own words. This helps the researcher develop a real sense of a person’s understanding of a situation. Qualitative data also includes observational data, such as body language and facial expressions.
Group responses are helpful when you want to elicit perspectives on a collective experience, encourage diversity of thought, reduce researcher bias, and gather a wider range of contextualized views.
They also have increased validity because some participants may feel more comfortable being with others as they are used to talking in groups in real life (i.e., it’s more natural).
When participants have common experiences, focus groups allow them to build on each other’s comments to provide richer contextual data representing a wider range of views than individual interviews.
Focus groups are a type of group interview method used in market research and consumer psychology that are cost – effective for gathering the views of consumers .
The researcher must ensure that they keep all the interviewees” details confidential and respect their privacy. This is difficult when using a group interview. For example, the researcher cannot guarantee that the other people in the group will keep information private.
Group interviews are less reliable as they use open questions and may deviate from the interview schedule, making them difficult to repeat.
It is important to note that there are some potential pitfalls of focus groups, such as conformity, social desirability, and oppositional behavior, that can reduce the usefulness of the data collected.

For example, group interviews may sometimes lack validity as participants may lie to impress the other group members. They may conform to peer pressure and give false answers.

To avoid these pitfalls, the interviewer needs to have a good understanding of how people function in groups as well as how to lead the group in a productive discussion.

Semi-Structured Interview

Semi-structured interviews lie between structured and unstructured interviews. The interviewer prepares a set of same questions to be answered by all interviewees. Additional questions might be asked during the interview to clarify or expand certain issues.

In semi-structured interviews, the interviewer has more freedom to digress and probe beyond the answers. The interview guide contains a list of questions and topics that need to be covered during the conversation, usually in a particular order.

Semi-structured interviews are most useful to address the ‘what’, ‘how’, and ‘why’ research questions. Both qualitative and quantitative analyses can be performed on data collected during semi-structured interviews.

Semi-structured interviews allow respondents to answer more on their terms in an informal setting yet provide uniform information making them ideal for qualitative analysis.
The flexible nature of semi-structured interviews allows ideas to be introduced and explored during the interview based on the respondents’ answers.
Semi-structured interviews can provide reliable and comparable qualitative data. Allows the interviewer to probe answers, where the interviewee is asked to clarify or expand on the answers provided.
The data generated remain fundamentally shaped by the interview context itself. Analysis rarely acknowledges this endemic co-construction.
They are more time-consuming (to conduct, transcribe, and analyze) than structured interviews.
The quality of findings is more dependent on the individual skills of the interviewer than in structured interviews. Skill is required to probe effectively while avoiding biasing responses.

The Interviewer Effect

Face-to-face interviews raise methodological problems. These stem from the fact that interviewers are themselves role players, and their perceived status may influence the replies of the respondents.

Because an interview is a social interaction, the interviewer’s appearance or behavior may influence the respondent’s answers. This is a problem as it can bias the results of the study and make them invalid.

For example, the gender, ethnicity, body language, age, and social status of the interview can all create an interviewer effect. If there is a perceived status disparity between the interviewer and the interviewee, the results of interviews have to be interpreted with care. This is pertinent for sensitive topics such as health.

For example, if a researcher was investigating sexism amongst males, would a female interview be preferable to a male? It is possible that if a female interviewer was used, male participants might lie (i.e., pretend they are not sexist) to impress the interviewer, thus creating an interviewer effect.

Flooding interviews with researcher’s agenda

The interactional nature of interviews means the researcher fundamentally shapes the discourse, rather than just neutrally collecting it. This shapes what is talked about and how participants can respond.

The interviewer’s assumptions, interests, and categories don’t just shape the specific interview questions asked. They also shape the framing, task instructions, recruitment, and ongoing responses/prompts.
This flooding of the interview interaction with the researcher’s agenda makes it very difficult to separate out what comes from the participant vs. what is aligned with the interviewer’s concerns.
So the participant’s talk ends up being fundamentally shaped by the interviewer rather than being a more natural reflection of the participant’s own orientations or practices.
This effect is hard to avoid because interviews inherently involve the researcher setting an agenda. But it does mean the talk extracted may say more about the interview process than the reality it is supposed to reflect.

Interview Design

First, you must choose whether to use a structured or non-structured interview.

Characteristics of Interviewers

Next, you must consider who will be the interviewer, and this will depend on what type of person is being interviewed. There are several variables to consider:

Gender and age : This can greatly affect respondents’ answers, particularly on personal issues.
Personal characteristics : Some people are easier to get on with than others. Also, the interviewer’s accent and appearance (e.g., clothing) can affect the rapport between the interviewer and interviewee.
Language : The interviewer’s language should be appropriate to the vocabulary of the group of people being studied. For example, the researcher must change the questions’ language to match the respondents’ social background” age / educational level / social class/ethnicity, etc.
Ethnicity : People may have difficulty interviewing people from different ethnic groups.
Interviewer expertise should match research sensitivity – inexperienced students should avoid interviewing highly vulnerable groups.

Interview Location

The location of a research interview can influence the way in which the interviewer and interviewee relate and may exaggerate a power dynamic in one direction or another. It is usual to offer interviewees a choice of location as part of facilitating their comfort and encouraging participation.

However, the safety of the interviewer is an overriding consideration and, as mentioned, a minimal requirement should be that a responsible person knows where the interviewer has gone and when they are due back.

Remote Interviews

The COVID-19 pandemic necessitated remote interviewing for research continuity. However online interview platforms provide increased flexibility even under normal conditions.

They enable access to participant groups across geographical distances without travel costs or arrangements. Online interviews can be efficiently scheduled to align with researcher and interviewee availability.

There are practical considerations in setting up remote interviews. Interviewees require access to internet and an online platform such as Zoom, Microsoft Teams or Skype through which to connect.

Certain modifications help build initial rapport in the remote format. Allowing time at the start of the interview for casual conversation while testing audio/video quality helps participants settle in. Minor delays can disrupt turn-taking flow, so alerting participants to speak slightly slower than usual minimizes accidental interruptions.

Keeping remote interviews under an hour avoids fatigue for stare at a screen. Seeking advanced ethical clearance for verbal consent at the interview start saves participant time. Adapting to the remote context shows care for interviewees and aids rich discussion.

However, it remains important to critically reflect on how removing in-person dynamics may shape the co-created data. Perhaps some nuances of trust and disclosure differ over video.

Vulnerable Groups

The interviewer must ensure that they take special care when interviewing vulnerable groups, such as children. For example, children have a limited attention span, so lengthy interviews should be avoided.

Developing an Interview Schedule

An interview schedule is a list of pre-planned, structured questions that have been prepared, to serve as a guide for interviewers, researchers and investigators in collecting information or data about a specific topic or issue.

List the key themes or topics that must be covered to address your research questions. This will form the basic content.
Organize the content logically, such as chronologically following the interviewee’s experiences. Place more sensitive topics later in the interview.
Develop the list of content into actual questions and prompts. Carefully word each question – keep them open-ended, non-leading, and focused on examples.
Add prompts to remind you to cover areas of interest.
Pilot test the interview schedule to check it generates useful data and revise as needed.
Be prepared to refine the schedule throughout data collection as you learn which questions work better.
Practice skills like asking follow-up questions to get depth and detail. Stay flexible to depart from the schedule when needed.
Keep questions brief and clear. Avoid multi-part questions that risk confusing interviewees.
Listen actively during interviews to determine which pre-planned questions can be skipped based on information the participant has already provided.

The key is balancing preparation with the flexibility to adapt questions based on each interview interaction. With practice, you’ll gain skills to conduct productive interviews that obtain rich qualitative data.

The Power of Silence

Strategic use of silence is a key technique to generate interviewee-led data, but it requires judgment about appropriate timing and duration to maintain mutual understanding.

Unlike ordinary conversation, the interviewer aims to facilitate the interviewee’s contribution without interrupting. This often means resisting the urge to speak at the end of the interviewee’s turn construction units (TCUs).
Leaving a silence after a TCU encourages the interviewee to provide more material without being led by the interviewer. However, this simple technique requires confidence, as silence can feel socially awkward.
Allowing longer silences (e.g. 24 seconds) later in interviews can work well, but early on even short silences may disrupt rapport if they cause misalignment between speakers.
Silence also allows interviewees time to think before answering. Rushing to re-ask or amend questions can limit responses.
Blunt backchannels like “mm hm” also avoid interrupting flow. Interruptions, especially to finish an interviewee’s turn, are problematic as they make the ownership of perspectives unclear.
If interviewers incorrectly complete turns, an upside is it can produce extended interviewee narratives correcting the record. However, silence would have been better to let interviewees shape their own accounts.

Recording & Transcription

Design choices.

Design choices around recording and engaging closely with transcripts influence analytic insights, as well as practical feasibility. Weighing up relevant tradeoffs is key.

Audio recording is standard, but video better captures contextual details, which is useful for some topics/analysis approaches. Participants may find video invasive for sensitive research.
Digital formats enable the sharing of anonymized clips. Additional microphones reduce audio issues.
Doing all transcription is time-consuming. Outsourcing can save researcher effort but needs confidentiality assurances. Always carefully check outsourced transcripts.
Online platform auto-captioning can facilitate rapid analysis, but accuracy limitations mean full transcripts remain ideal. Software cleans up caption file formatting.
Verbatim transcripts best capture nuanced meaning, but the level of detail needed depends on the analysis approach. Referring back to recordings is still advisable during analysis.
Transcripts versus recordings highlight different interaction elements. Transcripts make overt disagreements clearer through the wording itself. Recordings better convey tone affiliativeness.

Transcribing Interviews & Focus Groups

Here are the steps for transcribing interviews:

Play back audio/video files to develop an overall understanding of the interview
Format the transcription document:
Add line numbers
Separate interviewer questions and interviewee responses
Use formatting like bold, italics, etc. to highlight key passages
Provide sentence-level clarity in the interviewee’s responses while preserving their authentic voice and word choices
Break longer passages into smaller paragraphs to help with coding
If translating the interview to another language, use qualified translators and back-translate where possible
Select a notation system to indicate pauses, emphasis, laughter, interruptions, etc., and adapt it as needed for your data
Insert screenshots, photos, or documents discussed in the interview at the relevant point in the transcript
Read through multiple times, revising formatting and notations
Double-check the accuracy of transcription against audio/videos
De-identify transcript by removing identifying participant details

The goal is to produce a formatted written record of the verbal interview exchange that captures the meaning and highlights important passages ready for the coding process. Careful transcription is the vital first step in analysis.

Coding Transcripts

The goal of transcription and coding is to systematically transform interview responses into a set of codes and themes that capture key concepts, experiences and beliefs expressed by participants. Taking care with transcription and coding procedures enhances the validity of qualitative analysis .

Read through the transcript multiple times to become immersed in the details
Identify manifest/obvious codes and latent/underlying meaning codes
Highlight insightful participant quotes that capture key concepts (in vivo codes)
Create a codebook to organize and define codes with examples
Use an iterative cycle of inductive (data-driven) coding and deductive (theory-driven) coding
Refine codebook with clear definitions and examples as you code more transcripts
Collaborate with other coders to establish the reliability of codes

Ethical Issues

Informed consent.

The participant information sheet must give potential interviewees a good idea of what is involved if taking part in the research.

This will include the general topics covered in the interview, where the interview might take place, how long it is expected to last, how it will be recorded, the ways in which participants’ anonymity will be managed, and incentives offered.

It might be considered good practice to consider true informed consent in interview research to require two distinguishable stages:

Consent to undertake and record the interview and
Consent to use the material in research after the interview has been conducted and the content known, or even after the interviewee has seen a copy of the transcript and has had a chance to remove sections, if desired.

Power and Vulnerability

Early feminist views that sensitivity could equalize power differences are likely naive. The interviewer and interviewee inhabit different knowledge spheres and social categories, indicating structural disparities.
Power fluctuates within interviews. Researchers rely on participation, yet interviewees control openness and can undermine data collection. Assumptions should be avoided.
Interviews on sensitive topics may feel like quasi-counseling. Interviewers must refrain from dual roles, instead supplying support service details to all participants.
Interviewees recruited for trauma experiences may reveal more than anticipated. While generating analytic insights, this risks leaving them feeling exposed.
Ultimately, power balances resist reconciliation. But reflexively analyzing operations of power serves to qualify rather than nullify situtated qualitative accounts.

Some groups, like those with mental health issues, extreme views, or criminal backgrounds, risk being discredited – treated skeptically by researchers.

This creates tensions with qualitative approaches, often having an empathetic ethos seeking to center subjective perspectives. Analysis should balance openness to offered accounts with critically examining stakes and motivations behind them.

Potter, J., & Hepburn, A. (2005). Qualitative interviews in psychology: Problems and possibilities. Qualitative research in Psychology , 2 (4), 281-307.

Houtkoop-Steenstra, H. (2000). Interaction and the standardized survey interview: The living questionnaire . Cambridge University Press

Madill, A. (2011). Interaction in the semi-structured interview: A comparative analysis of the use of and response to indirect complaints. Qualitative Research in Psychology, 8 (4), 333–353.

Maryudi, A., & Fisher, M. (2020). The power in the interview: A practical guide for identifying the critical role of actor interests in environment research. Forest and Society, 4 (1), 142–150

O’Key, V., Hugh-Jones, S., & Madill, A. (2009). Recruiting and engaging with people in deprived locales: Interviewing families about their eating patterns. Social Psychological Review, 11 (20), 30–35.

Puchta, C., & Potter, J. (2004). Focus group practice . Sage.

Schaeffer, N. C. (1991). Conversation with a purpose— Or conversation? Interaction in the standardized interview. In P. P. Biemer, R. M. Groves, L. E. Lyberg, & N. A. Mathiowetz (Eds.), Measurement errors in surveys (pp. 367–391). Wiley.

Silverman, D. (1973). Interview talk: Bringing off a research instrument. Sociology, 7 (1), 31–48.

Research Interviews: An effective and insightful way of data collection

Research interviews play a pivotal role in collecting data for various academic, scientific, and professional endeavors. They provide researchers with an opportunity to delve deep into the thoughts, experiences, and perspectives of an individual, thus enabling a comprehensive understanding of complex phenomena. It is important for researchers to design an effective and insightful method of data collection on a particular topic. A research interview is typically a two-person meeting conducted to collect information on a certain topic. It is a qualitative data collection method to gain primary information.

The three key features of a research interview are as follows:

Table of Contents

The Significance of Research Interviews in Gathering Primary Data

The role of research interviews in gathering first-hand information is invaluable. Additionally, they allow researchers to interact directly with participants, enabling them to collect unfiltered primary data.

1. Subjective Experience

Research interviews facilitate in-depth exploration of a research topic. Thus, by engaging in one-to-one conversation with participants, researchers can delve into the nuances and complexities of their experiences, perspectives, and opinions. This allows comprehensive understanding of the research subject that may not be possible through other methods. Also, research interviews offer the unique advantage of capturing subjective experiences through personal narratives. Moreover, participants can express their thoughts, feelings, and beliefs, which add depth to the findings.

2. Personal Insights

Research interviews offer an opportunity for participants to share their views and opinions on the objective they are being interviewed for. Furthermore, participants can express their thoughts and experiences, providing rich qualitative data . Consequently, these personal narratives add a human element to the research, thus enhancing the understanding of the topic from the participants’ perspectives. Research interviews offer the opportunity to uncover unanticipated insights or emerging themes. Additionally, open-ended questions and active listening can help the researchers to identify new perspectives, ideas, or patterns that may not have been initially considered. As a result, these factors can lead to new avenues for exploration.

3. Clarification and Validation

Researchers can clarify participants’ responses and validate their understanding during an interview. This ensures accurate data collection and interpretation. Additionally, researchers can probe deeper into participants’ statements and seek clarification on any ambiguity in the information.

4. Contextual Information

Research interviews allow researchers to gather contextual information that offers a comprehensive understanding of the research topic. Additionally, participants can provide insights into the social, cultural, or environmental factors that shape their experiences, behaviors, and beliefs. This contextual information helps researchers place the data in a broader context and facilitates a more nuanced analysis.

5. Non-verbal Cues

In addition to verbal responses, research interviews allow researchers to observe non-verbal cues such as body language, facial expressions, and tone of voice. Additionally, non-verbal cues can convey information, such as emotions, attitudes, or levels of comfort. Furthermore, integrating non-verbal cues with verbal responses provides a more holistic understanding of participants’ experiences and enriches the data collection process.

Research interviews offer several advantages, making them a reliable tool for collecting information. However, choosing the right type of research interview is essential for collecting useful data.

Types of Research Interviews

There are several types of research interviews that researchers can use based on their research goals , the nature of their study, and the data they aim to collect. Here are some common types of research interviews:

1. Structured Interviews

Structured interviews are standardized and follow a fixed format.
Therefore, these interviews have a pre-determined set of questions.
All the participants are asked the same set of questions in the same order.
Therefore, this type of interview facilitates standardization and allows easy comparison and quantitative analysis of responses.
As a result, structured interviews are used in surveys or studies which aims for a high level of standardization and comparability.

2. Semi-structured Interviews

Semi-structured interviews offer a flexible framework by combining pre-determined questions.
So, this gives an opportunity for follow-up questions and open-ended discussions.
Researchers have a list of core questions but can adapt the interview depending on the participant’s responses.
Consequently, this allows for in-depth exploration while maintaining some level of consistency across interviews.
As a result, semi-structured interviews are widely used in qualitative research, where content-rich data is desired.

3. Unstructured Interviews

Unstructured interviews provide the greatest flexibility and freedom in the interview process.
This type do not have a pre-determined set of questions.
Thus, the conversation flows naturally based on the participant’s responses and the researcher’s interests.
Moreover, this type of interview allows for open-ended exploration and encourages participants to share their experiences, thoughts, and perspectives freely.
Unstructured interviews useful to explore new or complex research topics, with limited preconceived questions.

4. Group Interviews (Focus Groups)

Group interviews involve multiple participants who engage in a facilitated discussion on a specific topic.
This format allows the interaction and exchange of ideas among participants, generating a group dynamic.
Therefore, group interviews are beneficial for capturing diverse perspectives, and generating collective insights.
They are often used in market research, social sciences, or studies demanding shared experiences.

5. Narrative Interviews

Narrative interviews focus on eliciting participants’ personal stories, views, experiences, and narratives. Researchers aim to look into the individual’s life journey.
As a result, this type of interview allows participants to construct and share their own narratives, providing rich qualitative data.
Qualitative research, oral history, or studies focusing on individual experiences and identities uses narrative interviews.

6. Ethnographic Interviews

Ethnographic interviews are conducted within the context of ethnographic research, where researchers immerse themselves in a specific social or cultural setting.
These interviews aim to understand participants’ experiences, beliefs, and practices within their cultural context, thereby understanding diversity in different ethnic groups.
Furthermore, ethnographic interviews involve building rapport, observing the participants’ daily lives, and engaging in conversations that capture the nuances of the culture under study.

It must be noted that these interview types are not mutually exclusive. Therefore, researchers often employ a combination of approaches to gather the most comprehensive data for their research. The choice of interview type depends on the research objectives and the nature of the research topic.

Steps of Conducting a Research Interview

Research interviews offer several benefits, and thus careful planning and execution of the entire process are important to gather in-depth information from the participants. While conducting an interview, it is essential to know the necessary steps to follow for ensuring success. The steps to conduct a research interview are as follows:

Identify the objectives and understand the goals
Select an appropriate interview format
Organize the necessary materials for the interview
Understand the questions to be addressed
Analyze the demographics of interviewees
Select the interviewees
Design the interview questions to gather sufficient information
Schedule the interview
Explain the purpose of the interview
Analyze the interviewee based on his/her responses

Considerations for Research Interviews

Since the flexible nature of research interviews makes them an invaluable tool for data collection, researchers must consider certain factors to make the process effective. They should avoid bias and preconceived notion against the participants. Furthermore, researchers must comply with ethical considerations and respect the cultural differences between them and the participants. Also, they should ensure careful tailoring of the questions to avoid making them offensive or derogatory. The interviewers must respect the privacy of the participants and ensure the confidentiality of their details.

By ensuring due diligence of these considerations associated with research interviews, researchers can maximize the validity and reliability of the collected data, leading to robust and meaningful research outcomes.

Have you ever conducted a research interview? What was your experience? What factors did you consider when conducting a research interview? Share it with researchers worldwide by submitting your thought piece on Enago Academy’s Open Blogging Platform .

Frequently Asked Questions

• Identify the objectives of the interview • State and explain the purpose of the interview • Select an appropriate interview format • Organize the necessary materials for the Interview • Check the demographics of the participants • Select the Interviewees or the participants • Prepare the list of questions to gather maximum useful data from the participants • Schedule the Interview • Analyze the participant based on his/ her Responses

Interviews are important in research as it helps to gather elaborative first-hand information. It helps to draw conclusions from the non-verbal views and personal experiences. It reduces the ambiguity of data through detailed discussions.

The advantages of research interviews are: • It offers first-hand information • Offers detailed assessment which can result in elaborate conclusions • It is easy to conduct • Provides non-verbal cues The disadvantages of research interviews are: • There is a risk of personal bias • It can be time consuming • The outcomes might be unpredictable

The difference between structured and unstructured interview are: • Structured interviews have well-structured questions in a pre-determined order; while unstructured interviews are flexible and do not have a pre-planned set of questions. • Structured interview is more detailed; while unstructured interviews are exploratory in nature. • Structured interview is easier to replicate as compared to unstructured interview.

Focus groups is a group of multiple participants engaging in a facilitated discussion on a specific topic. This format allows for interaction and exchange of ideas among participants.

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Interview Method

First Online: 27 October 2022

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Hazreena Hussein 4

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The rationale of research interviews is to gain people’s knowledge, views, and experiences, which are meaningful in understanding social realities. Although some research interviews are time-consuming, researchers can interact and communicate while developing a rapport with people to find out these facts—something observations or surveys can never do. How a response from an interview is made (tone of voice, facial expression, hesitation) can feed information that a written response would conceal. Having a good audio quality recorder would be of great assistance. However, if the respondent refuses to be recorded, researchers should practise note-taking. Researchers need to be careful of what and how to ask, as some information may be controversial and confidential. Interviews are a highly subjective method, and the danger of bias always exists.

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Hussein, H. (2022). Interview Method. In: Islam, M.R., Khan, N.A., Baikady, R. (eds) Principles of Social Research Methodology. Springer, Singapore. https://doi.org/10.1007/978-981-19-5441-2_14

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Understanding the Various Types of Interviews in Research

Table of Contents

Have you ever considered the intricacies of a conversation? When it comes to research, particularly in psychology , interviews are not just simple conversations—they are carefully crafted tools designed to extract information, understanding, and insights. But not all interviews are created equal. Each type serves a unique purpose in the quest for knowledge. Let’s delve into the various types of interviews used in research and understand how each paves the way for discoveries within the human psyche.

Informal Conversational Interviews

Imagine a chat over coffee with a friend where the conversation flows naturally, without a rigid structure. This is the essence of an informal conversational interview. Here, the interviewer has no set questions but allows the dialogue to be guided by the interviewee’s responses and the natural course of the conversation. This flexibility can unveil rich, detailed insights, making it ideal for exploratory research.

Spontaneous Interaction : Questions are developed spontaneously and are highly adaptable to the interviewee’s thoughts and feelings.
Contextual Richness : The setting and flow can yield deep understanding, as interviewees often feel more comfortable and open.
Challenges: This type of interview requires skilled interviewers who can guide the conversation effectively without leading it astray.

General Interview Guides

Shifting towards a bit more structure, general interview guides come into play. While still maintaining a conversational quality, this approach involves a prepared set of questions or topics to ensure that certain areas are explored. It strikes a balance between the natural flow of an informal interview and the focused inquiry of a more structured approach.

Guided Flexibility : The interviewer follows a guide but has the freedom to probe deeper or ask follow-up questions.
Consistency : Ensures that all areas of interest are covered with each participant, aiding in comparative analysis.
Preparation: Requires careful planning to construct a guide that’s comprehensive yet flexible.

Standardized Open\-Ended Interviews

When researchers seek to combine the depth of open-ended questions with the comparability of structured interviews, standardized open-ended interviews come into the picture. This format involves a set of open-ended questions asked in the same way and order to every interviewee, allowing for rich, nuanced answers that can still be compared across different participants.

Consistent Inquiry : The same questions ensure that each interviewee has the same opportunity to provide information.
Open\-Ended Responses : Participants can express their thoughts freely, offering deeper insight than closed-ended questions.
Data Analysis : While offering depth, the standardized nature of these interviews facilitates easier analysis and comparison.

Closed Fixed\-Response Interviews

For research that requires quantifiable data, closed fixed-response interviews are the go-to format. These interviews consist of a set of predetermined questions with a limited set of possible answers, much like a multiple-choice test. The rigidity of this structure makes it less suitable for exploratory research but excellent for statistical analysis.

Quantifiable Data : Responses are easy to categorize and quantify, making them ideal for statistical analysis.
Comparability : The uniformity of responses allows for straightforward comparison across a large number of interviewees.
Limited Depth: The predefined responses can restrict the depth of understanding and may not capture the nuances of participants’ experiences.

Telephone Interviews

In today’s digital age , telephone interviews have become increasingly prevalent. They offer a practical and cost-effective alternative to face-to-face interviews, especially when geographical barriers exist. Telephone interviews can follow any of the aforementioned structures but require a particular set of skills given the absence of visual cues and potential for distractions.

Accessibility : Overcomes geographical limitations and can be more convenient for participants.
Audio\-Only Dynamics : The interviewer must rely solely on verbal cues, which can be both a limitation and an advantage for skilled interviewers.
Considerations: The lack of visual interaction can affect rapport and the interviewer’s ability to observe non-verbal cues.

Choosing the Right Interview Type

Selecting the appropriate type of interview for a research study is an art in itself. It requires a thorough understanding of the research objectives, the nature of the subject matter, and the context within which the information will be used. Each type of interview offers a different lens through which to view the research question, and the choice must align with the research goals and the characteristics of the participant population.

Interviews in research are far from one-size-fits-all. Each type—from the free-flowing informal conversational interview to the precisely structured closed fixed-response interview—has its place in the researcher’s toolkit. The key is in knowing when and how to use each one to uncover the layers of human thought and behavior that lie beneath the surface. As we’ve seen, the art of interviewing is as much about asking the right questions as it is about choosing the right approach to asking them.

Which type of interview do you think would be most effective for understanding your own thoughts and experiences? Have you ever been part of a research study that used one of these methods, and if so, what was your experience like?

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Research Methods in Psychology

1 Introduction to Psychological Research – Objectives and Goals, Problems, Hypothesis and Variables

Nature of Psychological Research
The Context of Discovery
Context of Justification
Characteristics of Psychological Research
Goals and Objectives of Psychological Research

2 Introduction to Psychological Experiments and Tests

Independent and Dependent Variables
Extraneous Variables
Experimental and Control Groups
Introduction of Test
Types of Psychological Test
Uses of Psychological Tests

3 Steps in Research

Research Process
Identification of the Problem
Review of Literature
Formulating a Hypothesis
Identifying Manipulating and Controlling Variables
Formulating a Research Design
Constructing Devices for Observation and Measurement
Sample Selection and Data Collection
Data Analysis and Interpretation
Hypothesis Testing
Drawing Conclusion

4 Types of Research and Methods of Research

Historical Research
Descriptive Research
Correlational Research
Qualitative Research
Ex-Post Facto Research
True Experimental Research
Quasi-Experimental Research

5 Definition and Description Research Design, Quality of Research Design

Research Design
Purpose of Research Design
Design Selection
Criteria of Research Design
Qualities of Research Design

6 Experimental Design (Control Group Design and Two Factor Design)

Experimental Design
Control Group Design
Two Factor Design

7 Survey Design

Survey Research Designs
Steps in Survey Design
Structuring and Designing the Questionnaire
Interviewing Methodology
Data Analysis
Final Report

8 Single Subject Design

Single Subject Design: Definition and Meaning
Phases Within Single Subject Design
Requirements of Single Subject Design
Characteristics of Single Subject Design
Types of Single Subject Design
Advantages of Single Subject Design
Disadvantages of Single Subject Design

9 Observation Method

Definition and Meaning of Observation
Characteristics of Observation
Types of Observation
Advantages and Disadvantages of Observation
Guides for Observation Method

10 Interview and Interviewing

Definition of Interview
Types of Interview
Aspects of Qualitative Research Interviews
Interview Questions
Convergent Interviewing as Action Research
Research Team

11 Questionnaire Method

Definition and Description of Questionnaires
Types of Questionnaires
Purpose of Questionnaire Studies
Designing Research Questionnaires
The Methods to Make a Questionnaire Efficient
The Types of Questionnaire to be Included in the Questionnaire
Advantages and Disadvantages of Questionnaire
When to Use a Questionnaire?

12 Case Study

Definition and Description of Case Study Method
Historical Account of Case Study Method
Designing Case Study
Requirements for Case Studies
Guideline to Follow in Case Study Method
Other Important Measures in Case Study Method
Case Reports

13 Report Writing

Purpose of a Report
Writing Style of the Report
Report Writing – the Do’s and the Don’ts
Format for Report in Psychology Area
Major Sections in a Report

14 Review of Literature

Purposes of Review of Literature
Sources of Review of Literature
Types of Literature
Writing Process of the Review of Literature
Preparation of Index Card for Reviewing and Abstracting

15 Methodology

Definition and Purpose of Methodology
Participants (Sample)
Apparatus and Materials

16 Result, Analysis and Discussion of the Data

Definition and Description of Results
Statistical Presentation
Tables and Figures

17 Summary and Conclusion

Summary Definition and Description
Guidelines for Writing a Summary
Writing the Summary and Choosing Words
A Process for Paraphrasing and Summarising
Summary of a Report
Writing Conclusions

18 References in Research Report

Reference List (the Format)
References (Process of Writing)
Reference List and Print Sources
Electronic Sources
Book on CD Tape and Movie
Reference Specifications
General Guidelines to Write References

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In This Article Expand or collapse the "in this article" section Interview Methodology

Introduction, general overviews.

Interview Styles
Focused Interviews and Focus Groups
Sensitive Topics
Recording the Data
Transcribing Interviews
Coding and Analysis of Interview Data
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Interview Methodology by Heather Hamill LAST REVIEWED: 27 March 2014 LAST MODIFIED: 27 March 2014 DOI: 10.1093/obo/9780199756384-0105

Interview methodology is perhaps the oldest of all the social science methodologies. Asking interview participants a series of informal questions to obtain knowledge has been a common practice among anthropologists and sociologists since the inception of their disciplines. Within sociology, the early-20th-century urban ethnographers of the Chicago School did much to prompt interest in the method. In essence, interviewing is a method of eliciting information. It is a “conversation between people in which one person has the role of the researcher” ( Arksey and Knight 1999 , cited under General Overviews ; p. 2). Interviews can be carried out face to face, over the telephone and Internet, or in a group setting. The interview can vary from a spontaneous conversation to a highly structured, closed interview style associated with social survey research. Semistructured or open-ended interviews are commonly used in qualitative research. They are often aided by an interview guide, schedule, or aide memoire that contains topics, themes, or issues to be covered during the course of the interview rather than a sequence of standardized questions. The intention is that the interviewer remains flexible and responsive throughout the interview so that the sequence of questions can change, their content can evolve, and the interviewer can probe more deeply into initial responses to gain a more detailed or “in-depth” answer to the question. Interviews may also vary considerably in length. Thus the elicitation skills of the interviewer have a strong effect on the quality and richness of the interview data. Interview data is often recorded and then transcribed to produce text that can be analyzed using qualitative and quantitative methods of data analysis. In general, the overall sample size of an interview study is relatively small because of the amount of data that is generated in great depth and detail from interviewing. Thus, when thinking about who to interview and how many interviews to carry out, a non-probabilistic sampling strategy is generally most appropriate, and while empirical generalizations cannot be made, theory can be generated from this kind of data. Interview methodology is particularly useful for researchers who take a phenomenological approach. That is, they are concerned with the way in which individuals interpret and assign meaning to their social world. It is also commonly used in more open-ended inductive research whereby the researcher observes specific patterns within the interview data, formulates hypotheses to be explored with additional data, and finally develops theory.

Although sociologists had been carrying out interviewed-based research for some time, it was the work of Barney Glaser and Anselm Strauss (see Glaser and Strauss 1967 ) that pioneered the integration of qualitative interviews into their field studies and subsequently developed the grounded theory approach to qualitative data analysis. There are a large number of very high quality ethnographic monographs that contain detailed accounts of how researchers negotiated access to research groups and individuals, the relationship between researcher and respondent, ethical concerns, what questions were asked and how they were framed, and the general highs and lows of interviewing. First published in 1943, Whyte 1993 is supremely well written and remains a classic ethnography, and the appendix contains rich and relevant details as to how the author elicited information from his respondents. Spradley 1979 was among the first to systematically outline interviewing as a distinct methodology, and this was followed by a plethora of methodology textbooks, such as Arksey and Knight 1999 , Patton 2002 , Hammersley and Atkinson 2007 (cited under Interview Styles ), and Kvale and Brinkmann 2009 , that all provide very detailed guidance on how to design an interview-based piece of research and how to best elicit information by interviewing respondents. Fielding’s edited four-volume Interviewing II ( Fielding 2009 ) and Gubrium, et al. 2012 both provide comprehensive overviews of the method.

Arksey, Hilary, and Peter Knight. 1999. Interviewing for social scientists: An introductory resource with examples . London: SAGE.

This practical guide to interviewing covers a wide range of issues such as theories of interviewing, research design, and application and interpretation of interview data. Aimed at undergraduate and graduate students, it mainly focuses on interviewing within the context of small-scale studies with tight time and resource constraints.

Fielding, Nigel G., ed. 2009. Interviewing II . London: SAGE.

A four-volume collection of essays of which the wide-ranging contributions comprehensively cover all the theoretical and practical aspects of interviewing methodology.

Glaser, Barney G., and Anselm L. Strauss. 1967. The discovery of grounded theory: Strategies for qualitative research . Chicago: Aldine.

The principles of grounded theory were first articulated in this book. The authors contrast grounded theories derived directly from the data with theories derived from a deductive approach.

Gubrium, Jaber F., James A. Holstein, Amir B. Marvasti, and Karyn D. McKinney, eds. 2012. The SAGE handbook of interview research: The complexity of the craft . 2d ed. Thousand Oaks, CA, and London: SAGE.

A comprehensive guide to interviewing, this second edition emphasizes the dynamic, interactional, and reflexive aspects of the research interview.

Kvale, Steinar, and Svend Brinkmann. 2009. InterViews: Learning the craft of qualitative research interviewing . 2d ed. Los Angeles and London: SAGE.

An easy-to-read guide to interviewing. The authors propose that interviewing is a craft rather than just a method. The book emphasizes learning from “best practice,” and there are numerous examples and learning exercises to help facilitate that goal.

Patton, Michael Q. 2002. Qualitative research and evaluation methods . 3d ed. Thousand Oaks, CA, and London: SAGE.

In chapter 7, Patton provides a comprehensive guide to qualitative interviewing. This chapter highlights the variations in qualitative interviews and the interview guides or schedules that can be used. It provides a very useful guide as to how to formulate and ask questions and offers practical tips about recording and transcribing interviews. The chapter also covers focus groups, group interviews, ethics, and the relationship between researcher and interview participants.

Spradley, James P. 1979. The ethnographic interview . New York: Holt, Rinehart and Winston.

A guide to ethnography informed by symbolic interactionism. Chapters 1 to 5 remain a very relevant and useful guide to interviewing.

Whyte, William Foote. 1993. Street corner society: The social structure of an Italian slum . 4th ed. Chicago and London: Univ. of Chicago Press.

DOI: 10.7208/chicago/9780226922669.001.0001

The appendix describes in great detail how Whyte carried out his ethnographic research. He writes about how he had to learn not only when it was appropriate to ask questions, but also how to ask those questions—and that, once he was established in the neighborhood, much of his data was gathered during casual conversations.

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J Basic Clin Pharm
v.5(4); September 2014-November 2014

Qualitative research method-interviewing and observation

Shazia jamshed.

Department of Pharmacy Practice, Kulliyyah of Pharmacy, International Islamic University Malaysia, Kuantan Campus, Pahang, Malaysia

Buckley and Chiang define research methodology as “a strategy or architectural design by which the researcher maps out an approach to problem-finding or problem-solving.”[ 1 ] According to Crotty, research methodology is a comprehensive strategy ‘that silhouettes our choice and use of specific methods relating them to the anticipated outcomes,[ 2 ] but the choice of research methodology is based upon the type and features of the research problem.[ 3 ] According to Johnson et al . mixed method research is “a class of research where the researcher mixes or combines quantitative and qualitative research techniques, methods, approaches, theories and or language into a single study.[ 4 ] In order to have diverse opinions and views, qualitative findings need to be supplemented with quantitative results.[ 5 ] Therefore, these research methodologies are considered to be complementary to each other rather than incompatible to each other.[ 6 ]

Qualitative research methodology is considered to be suitable when the researcher or the investigator either investigates new field of study or intends to ascertain and theorize prominent issues.[ 6 , 7 ] There are many qualitative methods which are developed to have an in depth and extensive understanding of the issues by means of their textual interpretation and the most common types are interviewing and observation.[ 7 ]

Interviewing

This is the most common format of data collection in qualitative research. According to Oakley, qualitative interview is a type of framework in which the practices and standards be not only recorded, but also achieved, challenged and as well as reinforced.[ 8 ] As no research interview lacks structure[ 9 ] most of the qualitative research interviews are either semi-structured, lightly structured or in-depth.[ 9 ] Unstructured interviews are generally suggested in conducting long-term field work and allow respondents to let them express in their own ways and pace, with minimal hold on respondents’ responses.[ 10 ]

Pioneers of ethnography developed the use of unstructured interviews with local key informants that is., by collecting the data through observation and record field notes as well as to involve themselves with study participants. To be precise, unstructured interview resembles a conversation more than an interview and is always thought to be a “controlled conversation,” which is skewed towards the interests of the interviewer.[ 11 ] Non-directive interviews, form of unstructured interviews are aimed to gather in-depth information and usually do not have pre-planned set of questions.[ 11 ] Another type of the unstructured interview is the focused interview in which the interviewer is well aware of the respondent and in times of deviating away from the main issue the interviewer generally refocuses the respondent towards key subject.[ 11 ] Another type of the unstructured interview is an informal, conversational interview, based on unplanned set of questions that are generated instantaneously during the interview.[ 11 ]

In contrast, semi-structured interviews are those in-depth interviews where the respondents have to answer preset open-ended questions and thus are widely employed by different healthcare professionals in their research. Semi-structured, in-depth interviews are utilized extensively as interviewing format possibly with an individual or sometimes even with a group.[ 6 ] These types of interviews are conducted once only, with an individual or with a group and generally cover the duration of 30 min to more than an hour.[ 12 ] Semi-structured interviews are based on semi-structured interview guide, which is a schematic presentation of questions or topics and need to be explored by the interviewer.[ 12 ] To achieve optimum use of interview time, interview guides serve the useful purpose of exploring many respondents more systematically and comprehensively as well as to keep the interview focused on the desired line of action.[ 12 ] The questions in the interview guide comprise of the core question and many associated questions related to the central question, which in turn, improve further through pilot testing of the interview guide.[ 7 ] In order to have the interview data captured more effectively, recording of the interviews is considered an appropriate choice but sometimes a matter of controversy among the researcher and the respondent. Hand written notes during the interview are relatively unreliable, and the researcher might miss some key points. The recording of the interview makes it easier for the researcher to focus on the interview content and the verbal prompts and thus enables the transcriptionist to generate “verbatim transcript” of the interview.

Similarly, in focus groups, invited groups of people are interviewed in a discussion setting in the presence of the session moderator and generally these discussions last for 90 min.[ 7 ] Like every research technique having its own merits and demerits, group discussions have some intrinsic worth of expressing the opinions openly by the participants. On the contrary in these types of discussion settings, limited issues can be focused, and this may lead to the generation of fewer initiatives and suggestions about research topic.

Observation

Observation is a type of qualitative research method which not only included participant's observation, but also covered ethnography and research work in the field. In the observational research design, multiple study sites are involved. Observational data can be integrated as auxiliary or confirmatory research.[ 11 ]

Research can be visualized and perceived as painstaking methodical efforts to examine, investigate as well as restructure the realities, theories and applications. Research methods reflect the approach to tackling the research problem. Depending upon the need, research method could be either an amalgam of both qualitative and quantitative or qualitative or quantitative independently. By adopting qualitative methodology, a prospective researcher is going to fine-tune the pre-conceived notions as well as extrapolate the thought process, analyzing and estimating the issues from an in-depth perspective. This could be carried out by one-to-one interviews or as issue-directed discussions. Observational methods are, sometimes, supplemental means for corroborating research findings.

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Types of Interviews in Research and Methods

There are more types of interviews than most people think. An interview is generally a qualitative research technique that involves asking open-ended questions to converse with respondents and collect elicit data about a subject.

The interviewer, in most cases, is the subject matter expert who intends to understand respondent opinions in a well-planned and executed series of star questions and answers .

Interviews are similar to focus groups and surveys for garnering information from the target market but are entirely different in their operation – focus groups are restricted to a small group of 6-10 individuals, whereas surveys are quantitative.

Interviews are conducted with a sample from a population, and the key characteristic they exhibit is their conversational tone.

LEARN ABOUT: telephone survey

Content Index

What is An Interview?

Fundamental types of interviews in research, other types of interviews.

Methods of Research Interviews

What to Avoid in Different Types of Interviews

Interview-Related Questions

An interview is a way to get information from a person by asking questions and hearing their answers.

An interview is a question-and-answer session where one person asks questions, and the other person answers those questions. It can be a one-on-one, two-way conversation, or there can be more than one interviewer and more than one participant.

The interview is the most important part of the whole selection bias process. It is used to decide if a person should be interviewed further, hired, or taken out of consideration. It is the main way to learn more about applicants and the basis for judging their job-related knowledge, research skills , and abilities.

A researcher has to conduct interviews with a group of participants at a juncture in the research where information can only be obtained by meeting and personally connecting with a section of their target audience. Interviews offer the researchers a platform to prompt their participants and obtain inputs in the desired detail. There are three fundamental types of interviews in research:

1. Structured Interviews:

Structured interviews are defined as research tools that could be more flexible in their operations are allow more or no scope of prompting the participants to obtain and analyze results. It is thus also known as a standardized interview and is significantly quantitative in its approach.

Questions in this interview are pre-decided according to the required detail of information. This can be used in a focus group interview and an in-person interview.

These interviews are excessively used in survey research with the intention of maintaining uniformity throughout all the interview sessions.

LEARN ABOUT: Research Process Steps

They can be closed-ended and open-ended – according to the type of target population. Closed-ended questions can be included to understand user preferences from a collection of answer options. In contrast, open-ended ones can be included to gain details about a particular section in the interview.

Example of a structured interview question:

Here’s an example of a structured question for a job interview for a customer service job:

Can you talk about what it was like to work in customer service?
How do you deal with an angry or upset customer?
How do you ensure that the information you give customers is correct?
Tell us about when you went out of your way to help a customer.
How do you handle a lot of customers or tasks at once?
Can you talk about how you’ve used software or tools for customer service?
How do you set priorities and use your time well while giving good customer service?
Can you tell us about when you had to get a customer to calm down?
How do you deal with a customer who wants something that goes against your company’s rules?
Tell me about a time when you had to deal with a hard customer or coworker.

Advantages of structured interviews:

It focuses on the accuracy of different responses, due to which extremely organized data can be collected. Different respondents have different types of answers to the same structure of questions – answers obtained can be collectively analyzed.
They can be used to get in touch with a large sample of the target population.
The interview procedure is made easy due to the standardization offered by it.
Replication across multiple samples becomes easy due to the same structure of the interview.
As the scope of detail is already considered while designing the interview questions, better information can be obtained. The researcher can analyze the research problem comprehensively by asking accurate research questions .
Since the structure of the interview is fixed, it often generates reliable results and is quick to execute.
The relationship between the researcher and the respondent is not formal, due to which the researcher can clearly understand the margin of error in case the respondent either degree to be a part of the survey or is just not interested in providing the right information.

Disadvantages of structured interviews:

The limited scope of assessment of obtained results.
The accuracy of information overpowers the detail of information.
Respondents are forced to select from the provided answer options.
The researcher is expected to always adhere to the list of decided questions, irrespective of how interesting the conversation is turning out to be with the participants.
A significant amount of time is required for a structured interview.

Learn more: Market Research

2. Semi-Structured Types of Interviews:

Semi-structured interviews offer a considerable amount of leeway to the researcher to probe the respondents, along with maintaining a basic interview structure. Even if it is a guided conversation between researchers and interviewees – appreciable flexibility is offered to the researchers. A researcher can be assured that multiple interview rounds will not be required in the presence of structure in this type of research interview.

Keeping the structure in mind, the researcher can follow any idea or take creative advantage of the entire interview. Additional respondent probing is always necessary to garner information for a research study. The best application of semi-structured interviews is when the researcher doesn’t have time to conduct research and requires detailed information about the topic.

Example of a semi-structured interview question:

Here’s an example of a semi-structured marketing job interviews question:

Can you tell us about the marketing work you’ve done?
What do you think are the most important parts of a marketing campaign that works?
Tell me about a campaign you worked on that you’re very proud of.
How do you do research on the market and look at data to help you make marketing decisions?
Can you tell us about a time when you had to change your marketing plan because of something that didn’t go as planned?
How do you figure out if a marketing campaign worked?
Can you talk about how you’ve used social media to market?
How do you ensure your marketing message gets through to the people you want to hear it?
Can you tell us about a time when you had to run a marketing campaign on a small budget?
How do you keep up with changes and trends in marketing?

Advantages of semi-structured interviews:

Questions from semi-structured interview questions are prepared before the scheduled interview, giving the researcher time to prepare and analyze the questions.
It is flexible to an extent while maintaining the research guidelines.
Unlike a structured interview, researchers can express the interview questions in the preferred format.
Reliable qualitative data can be collected via these interviews.
The flexible structure of the interview.

Learn more: Quantitative Data

Disadvantages of semi-structured interviews:

Participants may question the reliability factor of these interviews due to the flexibility offered.
Comparing two different answers becomes difficult as the guideline for conducting interviews is not entirely followed. No two questions will have the exact same structure, and the result will be an inability to compare are infer results.

3. Unstructured Interviews:

Also called in-depth interviews , unstructured interviews are usually described as conversations held with a purpose in mind – to gather data about the research study. These interviews have the least number of questions as they lean more towards a normal conversation but with an underlying subject.

The main objective of most researchers using unstructured interviews is to build a bond with the respondents, due to which there is a high chance that the respondents will be 100% truthful with their answers. There are no guidelines for the researchers to follow. So they can approach the participants ethically to gain as much information as possible about their research topic.

Since there are no guidelines for these interviews, a researcher is expected to keep their approach in check so that the respondents do not sway away from the main research motive.

For a researcher to obtain the desired outcome, he/she must keep the following factors in mind:

The intent of the interview.
The interview should primarily take into consideration the participant’s interests and skills.
All the conversations should be conducted within the permissible limits of research, and the researcher should try and stick by these limits.
The researcher’s skills and knowledge should match the interview’s purpose.
Researchers should understand the dos and don’ts of it.

Example of an unstructured interview question:

Here’s an example of a question asked in an unstructured interview:

Can you tell me about when you had to deal with something hard and how you did it?
What are some of the things you’re most proud of, and what did you learn from them?
How do you deal with ambiguity or not knowing what to do at work?
Can you describe how you lead and how you get your team going?
Tell me about a time when you had to take a chance and how it turned out.
What do you think are the most important qualities for success in this role?
How do you deal with setbacks or failures, and what do you learn from them?
Can you tell me about a time when you had to solve a problem by thinking outside the box?
What do you think makes you different from the other people who want this job?
Can you tell me about a time when you had to make a hard choice and how you made that choice?

Advantages of Unstructured Interviews:

Due to this type of interview’s informal nature, it becomes extremely easy for researchers to try and develop a friendly rapport with the participants. This leads to gaining insights in extreme detail without much conscious effort.
The participants can clarify all their doubts about the questions, and the researcher can take each opportunity to explain his/her intention for better answers.
There are no questions that the researcher has to abide by, and this usually increases the flexibility of the entire research process.

Disadvantages of Unstructured Interviews:

Researchers take time to execute these interviews because there is no structure to the interview process.
The absence of a standardized set of questions and guidelines indicates that its reliability of it is questionable.
The ethics involved in these interviews are often considered borderline upsetting.

Learn more: Qualitative Market Research & Qualitative Data Collection

Besides the 3 basic interview types, we have already mentioned there are more. Here are some other interview types that are commonly used in a job interview:

Behavioral Interview

During this type of interview, candidates are asked to give specific examples of how they have acted in the past. The idea behind this kind of interview is that what someone did in the past can be a sign of how they will act in the future. And by this interview, the company can also understand the interviewee’s behavior through body language.

Panel Interview

During a panel interview, three or more interviewers usually ask questions and evaluate the candidate’s answers as a group. This is a good way to get a full picture of a candidate’s skills and suitability for the job.

Group Types of Interviews

Multiple people are interviewed at the same time in group interviews. This form of interview often focus groups that are utilized on entry-level positions or employment in customer service to examine how well candidates get along with others and function as a team.

Case Interview

During a case interview, candidates are given a business problem or scenario and asked to think about how to solve it. In the consulting and finance fields, this kind of interview is common.

Technical Interview

A candidate’s technical skills and knowledge are tested during a technical interview, usually in fields like engineering or software development. Most of the time, candidates are asked to solve problems or complete technical tasks.

Stress Interview

During a stress interview, candidates are put under pressure or asked difficult or confrontational questions on purpose to see how they react in stressful situations. This kind of interview is used to see how well a candidate can deal with stress and hard situations.

Methods of Research Interviews:

There are four methods to conduct research interviews, each of which is peculiar in its application and can be used according to the research study requirement.

Personal Interviews:

Personal interviews are one of the most used types of interviews, where the questions are asked personally directly to the respondent as a form of an individual interview. One of the many in-person interviews is a lunch interview, which is frequently better suited for casual inquiries and discussions.

For this, a researcher can have a guide to online surveys to take note of the answers. A researcher can design his/her survey in such a way that they take notes of the comments or points of view that stands out from the interviewee. It can be a one-on-one interview as well.

Higher response rate.
When the interviewees and respondents are face-to-face, there is a way to adapt the questions if this is not understood.
More complete answers can be obtained if there is doubt on both sides or a remarkable piece of information is detected.
The researcher has an opportunity to detect and analyze the interviewee’s body language at the time of asking the questions and taking notes about it.

Disadvantages:

They are time-consuming and extremely expensive.
They can generate distrust on the part of the interviewee since they may be self-conscious and not answer truthfully.
Contacting the interviewees can be a real headache, either scheduling an appointment in workplaces or going from house to house and not finding anyone.
Therefore, many interviews are conducted in public places like shopping centers or parks. Even consumer studies take advantage of these sites to conduct interviews or surveys and give incentives, gifts, and coupons. In short, There are great opportunities for online research in shopping centers.
Among the advantages of conducting such types of interviews is that the respondents will have more fresh information if the interview is conducted in the context and with the appropriate stimuli so that researchers can have data from their experience at the scene of the events immediately and first hand. The interviewer can use an online survey through a mobile device that will undoubtedly facilitate the entire process.

Telephonic Type of Interviews:

Phonic interviews are widely used and easily combined with online surveys to conduct research effectively.

Advantages:

To find the interviewees, it is enough to have their phone numbers on hand.
They are usually lower cost.
The information is collected quickly.
Having a personal contact can also clarify doubts or give more details of the questions.
Many times researchers observe that people do not answer phone calls because it is an unknown number for the respondent or simply already changed their place of residence and they cannot locate it, which causes a bias in the interview.
Researchers also face that they simply do not want to answer and resort to pretexts such as they are busy to answer, they are sick, they do not have the authority to answer the questions asked, they have no interest in answering, or they are afraid of putting their security at risk.
One of the aspects that should be taken care of in these types of interviews is the kindness with which the interviewers address the respondents in order to get them to cooperate more easily with their answers. Good communication is vital for the generation of better answers.

Email or Web Page Types of Interviews:

Online research is growing more and more because consumers are migrating to a more virtual world, and it is best for each researcher to adapt to this change.

The increase in people with Internet access has made it popular that interviews via email or web page stand out among the types of interviews most used today. For this nothing better than an online survey.

More and more consumers are turning to online shopping, which is why they are a great niche to be able to carry out an interview that will generate information for the correct decision-making.

Advantages of email surveys:

Speed in obtaining data
The respondents respond according to their time, when they want, and where they decide.
Online surveys can be mixed with other research methods or using some of the previous interview models. They are tools that can perfectly complement and pay for the project.
A researcher can use a variety of questions and logic to create graphs and reports immediately.

Disadvantages of email survey:

Low response rates
Limited access to certain populations
Potential for spam filters
Lack of personal touch

Try not to do any of the following things when you’re in an interview:

Don’t blame your previous managers, coworkers, or companies. This will make a bad impression on the interviewer and show that you are not accountable.
Do not go to the interview without knowing anything about the company you are interviewing for. Interviewers will think you don’t care about learning about the company if you don’t know anything.
Don’t fidget with things because that shows you lack self-confidence and focus.
Stop checking the time because it shows that you have something more important to do and that you don’t give the interview much importance.

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13.1 Interview research: What is it and when should it be used?

Learning objectives.

Define interviews from the social scientific perspective
Identify when it is appropriate to employ interviews as a data-collection strategy

Knowing how to create and conduct a good interview is an essential skill. Interviews are used by market researchers to learn how to sell their products. Journalists use interviews to get information from a host of people, from VIPs to random people on the street. Police use interviews to investigate crimes. It seems everyone who’s anyone knows how to conduct an interview.

In social science, interviews are a method of data collection that involves two or more people exchanging information through a series of questions and answers. The questions are designed by a researcher to elicit information from interview participants on a specific topic or set of topics. These topics are informed by the author’s research questions. Interviews typically involve an in-person meeting between two people (an interviewer and an interviewee), but interviews need not be limited to two people, nor must they occur in-person.

You may be wondering when you should choose interviews as your data collection method. Interviews are an excellent way to gather detailed information. They also have an advantage over surveys, as they can be adapted as you learn more information. Recall that survey data collection methods do not allow researchers to change the questions that are administered, even if a participant’s response sparks some follow-up question in your mind. All participants must be asked the same questions in the same manner. The questions you decided to put on your survey during the design stage determine what data you get. In an interview, however, you can follow up on new and unexpected topics that emerge during the conversation. Trusting in emergence and learning from your participants are hallmarks of qualitative research. In this way, interviews are a useful method to employ when you want to know the story behind the responses you might receive in a written survey.

Interviews are also useful when your topic is rather complex, requires lengthy explanation, or needs a dialogue between two people to thoroughly investigate. Additionally, interviews may be the best method to utilize if your study involves describing the process by which a phenomenon occurs, like how a person makes a decision. For example, you could use interviews to gather data about how people reach the decision not to have children and how others in their lives have responded to that decision. To understand these processes, you would need to exchange dialogue with respondents. When they begin to share their story with you, new questions that hadn’t occurred to you in prior interviews will arise because each person’s story is unique. Further, closed-ended survey questions would not be as effective in capturing the complex process of choosing not to have children.

In sum, interview research is especially useful when the following are true:

You wish to gather very detailed information
You anticipate wanting to ask respondents follow-up questions based on their responses
You plan to ask questions that require lengthy explanation
You are studying a complex or potentially confusing topic to respondents
You are studying processes, such as how people make decisions

Key Takeaways

Understanding how to design and conduct interview research is a useful skill to have.
In a social scientific interview, two or more people exchange information through a series of questions and answers.
Interview research is often used when detailed information is required and when a researcher wishes to examine processes.

Interviews- a method of data collection that involves two or more people exchanging information through a series of questions and answers

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interview restaurant a pair by alda2 CC-0

Scientific Inquiry in Social Work Copyright © 2018 by Matthew DeCarlo is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Types of Interviews in Research
An interview is a qualitative research method that relies on asking questions in order to collect data. Interviews involve two or more people, one of whom is the interviewer asking the questions. ... Unstructured interviews are by definition open-ended. This flexibility can help you gather detailed information on your topic, while still ...
interviews
Interviews can be defined as a qualitative research technique which involves "conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program or situation." There are three different formats of interviews: structured, semi-structured and unstructured.
Chapter 11. Interviewing
Introduction. Interviewing people is at the heart of qualitative research. It is not merely a way to collect data but an intrinsically rewarding activity—an interaction between two people that holds the potential for greater understanding and interpersonal development. Unlike many of our daily interactions with others that are fairly shallow ...
Research Methods Guide: Interview Research
Develop an interview guide. Introduce yourself and explain the aim of the interview. Devise your questions so interviewees can help answer your research question. Have a sequence to your questions / topics by grouping them in themes. Make sure you can easily move back and forth between questions / topics. Make sure your questions are clear and ...
Interview Method In Psychology Research
A structured interview is a quantitative research method where the interviewer a set of prepared closed-ended questions in the form of an interview schedule, which he/she reads out exactly as worded. Interviews schedules have a standardized format, meaning the same questions are asked to each interviewee in the same order (see Fig. 1). Figure 1.
Interview (research)
An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee, in an alternating series of usually brief questions and answers.
Qualitative Interviewing
Qualitative interviewing is a foundational method in qualitative research and is widely used in health research and the social sciences. Both qualitative semi-structured and in-depth unstructured interviews use verbal communication, mostly in face-to-face interactions, to collect data about the attitudes, beliefs, and experiences of participants.
Structured Interview
Structured Interview | Definition, Guide & Examples. Published on January 27, 2022 by Tegan George and Julia Merkus. Revised on June 22, 2023. A structured interview is a data collection method that relies on asking questions in a set order to collect data on a topic. It is one of four types of interviews.. In research, structured interviews are often quantitative in nature.
What is a Research Interview? (Types + Steps of Conducting)
Researchers aim to look into the individual's life journey. As a result, this type of interview allows participants to construct and share their own narratives, providing rich qualitative data. Qualitative research, oral history, or studies focusing on individual experiences and identities uses narrative interviews. 6.
Interview Method
Abstract. The rationale of research interviews is to gain people's knowledge, views, and experiences, which are meaningful in understanding social realities. Although some research interviews are time-consuming, researchers can interact and communicate while developing a rapport with people to find out these facts—something observations or ...
Understanding the Various Types of Interviews in Research
This section explores the diversity of interviews including informal conversational types, general interview guides, standardized open-ended interviews, closed fixed-response interviews, and telephone interviews. Each type serves different research needs, offering a range of structure and flexibility to suit the investigation's objectives.
Interview Methodology
In essence, interviewing is a method of eliciting information. It is a "conversation between people in which one person has the role of the researcher" ( Arksey and Knight 1999, cited under General Overviews; p. 2). Interviews can be carried out face to face, over the telephone and Internet, or in a group setting.
Qualitative research method-interviewing and observation
Qualitative research method-interviewing and observation. Buckley and Chiang define research methodology as "a strategy or architectural design by which the researcher maps out an approach to problem-finding or problem-solving.". [ 1] According to Crotty, research methodology is a comprehensive strategy 'that silhouettes our choice and ...
Introduction: making the case for qualitative interviews
The critique is highly significant, particularly since interview methodology has become something of a cornerstone to 'depth' qualitative research. Indeed, over several decades, interviews have emerged as a foundational strategy for researchers seeking to engage with 'things that matter, in ways that matter' (Mason, Citation 2000 , p. 1 ...
(PDF) Interviewing in qualitative research
Background The one-to-one interview is a commonly used data collection method in health and social research. Increasing attention has been given in the literature to the process of conducting an ...
Types of Interviews in Research and Methods
There are more types of interviews than most people think. An interview is generally a qualitative research technique that involves asking open-ended questions to converse with respondents and collect elicit data about a subject.. The interviewer, in most cases, is the subject matter expert who intends to understand respondent opinions in a well-planned and executed series of star questions ...
PDF Interview as a Method for Qualitative Research
Definitions. The qualitative research interview seeks to describe and the meanings of central themes in the life world of the subjects. The main task in interviewing is to understand the meaning of what the interviewees say. (Kvale,1996) participant's experiences. The interviewer can information around the topic.
13.1 Interview research: What is it and when should it be used?
In social science, interviews are a method of data collection that involves two or more people exchanging information through a series of questions and answers. The questions are designed by a researcher to elicit information from interview participants on a specific topic or set of topics. These topics are informed by the author's research ...
Semi-Structured Interview
A semi-structured interview is a data collection method that relies on asking questions within a predetermined thematic framework. However, the questions are not set in order or in phrasing. In research, semi-structured interviews are often qualitative in nature. They are generally used as an exploratory tool in marketing, social science ...
(PDF) How to Conduct an Effective Interview; A Guide to Interview
Vancouver, Canada. Abstract. Interviews are one of the most promising ways of collecting qualitative data throug h establishment of a. communication between r esearcher and the interviewee. Re ...
(PDF) Using Interviews in a Research Project
Abstract. The interview is an important data gathering technique involving verbal communication between the researcher and the subject. Interviews are commonly used in survey designs and in ...
Research Methods
Research methods are specific procedures for collecting and analyzing data. Developing your research methods is an integral part of your research design. When planning your methods, there are two key decisions you will make. First, decide how you will collect data. Your methods depend on what type of data you need to answer your research question:
(PDF) Definition 'Interview'
analysis. 3. Results. Interview - structured or unstructured [1] conversation of the interviewer with. one or more people face to face or with help of distant tools [2], like zoom, teams, etc ...