Interviews

• Although some interviews may be conducted over the phone, most involve a face to face interaction between interviewer and interviewee.
• There are two boarder types of interview, these are structured and unstructured.
• Structured:

  Made up of pre-determined questions which are asked in a fixed order.
• This is like a questionnaire but conducted face to face or over the phone in real time.
• Unstructured-

  Alot like a conversation.
• No set questions, but there is an aim that a certain topic will be discussed.
• Interview is free-flowing
• Interviewers can follow up from answers.
• Semi-Structured:

  Many interviews are likely to fall somewhere between structured and unstructured.
• There is a list of questions prepared in advance, but interviewers can follow up answers.
• Structured

  Strengths

  Easier to replicate due to their standardised format-Increasing reliability.
• Weaknesses-

  However, it's difficult for interviewers to deviate from the topic or for the interviewees to expand on their answers-lacks validity and depth.
• Unstructured:

  Strengths

  Much more flexible

  Interviewer can follow up on points if and when they arise gaining more insight and understanding-increasing validity.
• Weaknesses-

  Trying to analyse the data can be challenging often because open ended questions are used(qualitative data.)
• There is always the risk of interviewees being unfaithful for reasons of social desirability.