Interviews

• Structured interviews

  • Standard set questions and order
  • A - High response rate, highly reliable, respondent can use own words, straight forward and fairly quick and cheap
  • D - Lacks validity due to it only being set questions, people may lie or exaggerate and its inflexible
• Unstructured interviews

  • More like a guided conversation and can vary in order, wording and allows for follow-up questions
  • A - Interviewee can explain answers, it's flexible and good for exploring unfamiliar topics
  • D - Time consuming, thorough training needed, answers can't be quantified and lacks reliability
• Semi-structured interview

  • Every interview has the same set of questions but interviewer can explore more info where relevant
  • A - allows you to get a deeper understanding of how each interviewee attacks a question
  • D - time consuming and hard to quantify
• Group interviews

  • Multiple people at once, like a focus group
  • A - Easy and time saving as the interviewees lead the conversation
  • D - least ethical due to peer pressure, bias and lying to fit in