1. COLLECTING DATA II: INTERVIEWS
CHAPTER NINE
COLLECTING DATA II: INTERVIEWS

2. INTERVIEWS
Types of Interview
Structured − essentially a questionnaire.
Semi-structured − some structure, opportunity to develop information.
Unstructured − no set format, interview ‘develops’ information.

3. Interviews are appropriate when
In depth/qualitative information is required.
Low sample size.
Variable information.
Research is exploratory.
Information changes over time.
Information is complex.

4. ADVANTAGES OF INTERVIEWS
Flexibility – especially with younger, less educated etc.
Trust.
More insightful.
Sense of time and history.
Develop useful information as it emerges.
Can change format if required.

5. DISADVANTAGES OF INTERVIEWS
Time (especially if travelling).
Cost.
Lack of anonymity.
Transcription time (1hr interview may involve 5hrs typing!).
Potential bias.
Informant may try to please interviewer.
Informant may hesitate to say anything that shows them negatively.

6. FOCUS GROUPS
Number of people (5−12).
Facilitate discussion between people.
Subjects interact with each other.
Ensure it is not dominated by 1 or 2 people.

7. OBSERVATION
Two general types:
Participant observation
Observer fully involved, takes part in what is being studied, e.g. mystery shopper.
Non-participant observation
No involvement at all,
e.g. counting users of a facility.

8. ADVANTAGES OF OBSERVATION
‘Directness’.
Takes place in a ‘natural’ setting.
Identifies features not apparent to subject.
Identifies features that subject may be unwilling to disclose.

9. DISADVANTAGES OF OBSERVATION
May misunderstand the phenomenon.
Poor data recording possible.
Effects of observer on subjects.
You may need to sample:
Different times – ‘time sampling’.
Different observation points.