Data Collection Methods: Interviews
Definition
The “interview” is a managed verbal exchange (Ritchie & Lewis, 2003).
An interview is a conversation for gathering information. It involves an interviewer, who coordinates
the process of the conversation and asks questions, and an interviewee, who responds to those questions
(Easwaramoorthy & Zarinpoush, 2006).
“An interview is a flexible tool for data collection, enabling multi-sensory channels to be used: verbal,
seen, spoken, heard and, indeed with online interviews, written” (Cohen et. Al., 2017, p. 596).
Types of interviews
1. Structured interview
A structured interview is a type of interview that involves a set of standardised, predetermined questions
(schedule) about a particular topic,
It employs closed-ended questions (yes/no or multiple-choice questions),
Interviewees are asked the same questions in the same order,
The interviewer may provide clarification on some questions,
It allows for an easy and fair comparison of interviewees’ answers,
It is limited in scope and flexibility, and
Used in quantitative research, such as surveys, to collect standardised, quantifiable data that can be
easily compared.
2. Unstructured interview
An unstructured (in-depth) interview has no specific guidelines, restrictions, or predetermined questions
(schedule),
The interviewer asks a few broad, open-ended questions to engage the respondent in an informal and
spontaneous conversation,
Different interviewees are asked different questions,
The interviewer probes with further questions and/or explores inconsistencies to gather more in-depth
information,
Unstructured interviews provide qualitative data, and
Used when researchers want to have a holistic understanding of the interviewees’ perspectives,
experiences, or feelings.
What are probes? Probes are subquestions under each question that the researcher asks to elicit (derive) more
information. Used to clarify points or to have the interviewee expand on ideas.
Probes are two types:
- clarifying probes: to explain the answer in more detail.
- elaborating probes: to explore the content in more depth,
3. Semi-structured interviews
Semi-structured interviews combine elements of both structured and unstructured interviews,
The interviewer asks only a few predetermined questions (schedule), while the remaining questions are
not planned,
Semi-structured interviews are often open-ended,
They are flexible, but follow a predetermined thematic framework, giving a sense of order,
They allow the interviewer to guide the interview based on each interviewee’s answers,
The interviewer can probe areas based on the respondent’s answers,
Semi-structured interviews provide qualitative data, and
Used to collect rich, detailed information systematically.
How to Develop an Interview Schedule
Define the research question and aims,
Choose the interview type and format (how it is conducted),
Structure the schedule with three parts: an opening to build rapport, a body to cover core topics, and a
closing to summarise and allow reflection, and
Create a framework that outlines the main concepts to investigate,
Design open-ended questions about each concept,
Order the questions logically (from general to specific/simple to complex),
Keep questions neutral, short and direct,
Use clear language,
Avoid jargon and double-barrelled questions,
Pilot and revise the interview schedule,
Consider all ethical issues related to the interview process.
Advantages of using interviews
Interviews provide useful information when you cannot directly observe participants,
They permit participants to describe detailed personal information,
They offer interviewers better control over the types of information received (as they can ask specific
questions to elicit this information),
They are flexible,
They allow direct contact, and
They require simple equipment.
Disadvantages
Interviews provide only information “filtered” through the views of the interviewers,
Interview data may be deceptive and provide the perspective the interviewee wants the researcher to
hear,
The presence of the researcher may affect how the interviewee responds,
An interview is a time-consuming process,
Interviewees may provide inaccurate recall due to memory limitations,
Small sample sizes limit generalizability.
Conducting Interviews
Identify the interviewees,
Determine the type of interview you will use,
Have a plan (schedule), but be flexible,
Obtain consent from the interviewee,
Locate a quiet, suitable place for conducting the interview,
During the interview, audiotape the questions and responses,
Take brief notes during the interview,
Use probes to obtain additional information,
Be courteous and professional when the interview is over.
Homework: Consider the types of interviews based on their dissemination