The Interview Method
QB5503 Research Practice
Interviews
Three types:
1. Structured
2. Semi-structured
3. Unstructured/in-
depth
Semi/un-structured
interviews most widely
used method in
qualitative research
Forms of interview
Forms of electronic interview
Uses of different types of interview for each research purpose
Exploratory Descriptive Explanatory Evaluative
Structured
Semi-structured
Unstructured
= more frequent, = less frequent
Qualitative interviews
Unstructured or semi-
structured
Less structured approach
Less clearly defined
questions
Emphasis on interviewee’s
point of view, attitudes, and
meanings they attribute to
social reality
‘Rambling’ encouraged
Rich, detailed answers vs
ones that can be coded
Unstructured interviews
Similar to a
conversation
No formal
interview guide
or schedule
Semi-structured interviews
Interview guide
List of questions and prompts on specific
topics
Questions may not follow in the same order
as indicated on interview guide
New questions can emerge and be asked
during interview
Advantages of interviewing
Issues resistant to
observation
Reconstruction of events
Opportunity for reflection
Ethical considerations
Longitudinal research
easier
Greater breadth of
coverage
Specific focus
Also, Reactive effects?
Preparing an interview guide (1)
To stimulate thinking, draw on:
Random thoughts about the topic
Discussions with colleagues, friends, relatives
Existing literature
Your own experiences
Preparing an interview guide (2)
Make sure your research questions are open
enough to allow respondents’ views and
perspectives to emerge
Formulate interview questions in a way that will help
answer your research questions
Create some order and flow of questions on
interview guide but be prepared to alter order
during interview to allow spontaneity
Preparing an interview guide (3)
Use simple language
Do not ask leading questions
Record ‘basic’ information: e.g. name, age, gender,
position in company, number of years employed,
etc.
Pilot interviews
Common practice to provide a copy of interview
guide in written up research account
Study of employees’ use of IT
Help Desk
Interview
Interview themes questions/probes
Meaning of ‘IT Help Desk’ To what extent does the IT
Help Desk meet your needs?
Meeting employee needs
In what ways?
Feeling supported Can you give me an
How to use the IT Help Desk example of when you
received good support
Services IT Help Desk from the IT Help Desk?
should be providing Can you give me an
example of when you
received insufficient
support from the IT Help
Desk?
Types of issues explored
Stories Emotions
Encounters Values
Behaviours Beliefs
Feelings Relationships
Experiences Formal and informal
Perceptions roles
Conducting interviews
Face-to-
face
Telephone
Internet
“On the Internet, nobody
knows you’re a dog.”
Getting started
Ethics
Nature of project
Consent
Permission to
record
Who you are
Length of interview
Stopping the
interview
Types of questions
Introducing questions
Follow-up questions
Probing questions
Specifying questions
Direct questions
Indirect questions
Structuring questions
Summarising questions
Interpreting questions
Real-life experiences
vs. abstract questions
Open vs. closed questions
Silence
Ending the interview
Have you addressed all your
questions?
Has the interviewee been given
a chance to raise questions
Ask the interviewee whether
there are any other key issues
you have not raised which they
see as relevant
Reminders and reassurances
about confidentiality and
anonymity
A slow exit to allow other
comments to emerge
After the interview
Make notes on:
Where the interview took place
How the interview went
How you felt about the interview process and the
interviewee
Non-verbal information e.g. body language; things going
on in the background; etc.
Any other information gathered after the recorder
switched off
What makes a good interviewer?
Knowledgeable Remembering
Structuring Interpreting
Clear Balanced
Gentle Ethically sensitive
Sensitive Active listening
Open Eye contact
Steering Comfortable with
Critical silence
Group Exercise
Scoping your interview Designing your interview
Decide on the general Develop an interview
areas that you will need to guide for an in-depth semi-
investigate, related to the structured interview that
research aims, objectives relates to your assigned
and questions. research topic.
See Handout for detailed guidance.