Interviews

• Interviews; A method of asking verbal questions, face to face nature (phone or zoom), two types structured and semi structured

  +Increases validity as easier to answer questions in more depth and detail

  +More ethical, researcher can adjust any sensitive questions to suit ppts response

  -More time consuming to collect data, limit the number of ppts as may need to be face to face

  -Face to face may mean ppt wishes to impress, lowers internal validity due to social desirability chance
• Structured Interviews; All questions standardized before the interview, every interviewee will be asked the same question in the same order, interviewer cannot ask any extra questions

  +Same questions = easier to compare, identify trends

  +Standardised before ensures consistency, increases internal and externnal reliability

  -Researcher cannot deviate from pre-set questions, can't follow up, don't get full understanding

  -Time consuming and expensive, need a 1:1 with a researcher face to face
• Semi Structured Interviews; Same set questions but also each interviewee can get different questions, additional questions based on response, more likely to be open questions

  +Researcher can allow the interviewee to go into depth, gain further understanding

  +Questions can be rephrased/presented differently, can understand question = truer answers, increasing internal validity

  -Questions can differ, responses harder to compare/identity themes

  -Inconsistency in questions, lowers internal reliability, makes it difficult to assess external reliability through tests retest