1. Interviews
Although Social Surveys can be conducted using written questionnaires, sociologists often use the interview method as an alternative. The Interview involves what is known as a ‘Social Interaction’ between the researcher and the researched.
By the end of this topic you should:
> Understand the differences between structured & unstructured interviews:
> Be able to evaluate the strengths & limitations of the different types of interviews.
> Be able to apply your understanding of interviews to the study of education.

2. Different Types of Interviews:
There are four main types of interviews that are used by sociologists:
1) Structured (Formal) Interviews
2) Unstructured (Informal) Interviews
3) Semi-Structured Interviews.
4) Group Interviews (in the style of one of the above)
We will know consider each of these interviews, who they are used by, why they are used & the main advantages & disadvantages of each.

3. 1) Structured (Formal) Interviews
These are preferred by Positivists as they are more structured, generally provide Quantitative Data, high in Reliability & more Value-Free (Objective)
These are based on a structured, closed-ended/ pre-coded questionnaire. The questionnaire in an interview is referred to as an
Interview Schedule
The interviewer will not stray from the interview schedule: The questions are asked in order & the interviewer will not deviate from the schedule or probe beyond the answers received.
Weaknesses:
Strengths:
> High Response Rate
> Interview Schedule is Restrictive
> Lack of Probing means lack of detail
> Quick to Complete
> Interviewer reads & writes
> Data easy to Quantify
> Imposition Problem (Researcher decides the responses)
> Lacks Validity
> High in Reliability (Closed Qs)
> Lessens Interviewer Bias
> Still a chance of Interviewer Bias
> Useful in finding factual data

4. 2) Unstructured (Informal) Interviews
Preferred by Interpretivists as they generally provide Qualitative Data, high in Validity & more Value-Laden (Subjective) - Meaning, motivations, feelings etc.
These are sometimes referred to as ‘Discovery Interviews’ & are more like a ‘Guided Conservation’ than a strict structured interview.
An Interview Schedule might not be used, and even if one is used, they will contain Open-Ended questions that can be asked in any order. (Some questions might be added / missed as the Interview progresses.
Weaknesses:
Strengths:
> Can build a Rapport with the respondent
> High Response Rate
> No Structure (Go off the point)
> Still a chance of Interviewer Bias – Leading Qs
> Interviewer reads & writes
> Small-Scale (Unrepresentative)
> Can probe for detail
> Free-Flowing & more Relaxed
> High in Validity (Open-Ended Qs)
> Difficult to Quantify Qualitative Responses
> Highly Subjective (Value-Laden)
> Useful in finding Meanings & Motivations
> Can explore new ideas (Less Restricted)
> Could get too personal
> Time Consuming

5. 3) Semi-Structured Interviews.
Each interview consists of the same questions (usually in the same order) but uses a mix of Closed-Ended/ Pre-Coded Qs & Open-Ended Qs.
Strengths:
Weaknesses:
> Can build a Rapport with the respondent more easily than structured interview
> High Response Rate
> Still a chance of Interviewer Bias
> Difficult to compare & Quantify 2 types of Data (Non-Compatible)
> Interviewer reads & writes
> Never fully Reliable or Valid.
> Increases both Reliability & Validity
> Flexible but still structured to some extent (Keeps Focus)
> Still Restricts responses.
> Time Consuming compared to Structured Interviews
> Helps find balance between Objectivity & Subjectivity

6. 4) Group Interviews
Refers to interviews where a dozen or so respondents are interviewed together – also known as a ‘Focus Group’.
They can be Structured or Unstructured but usually are Semi-Structured.
Strengths:
Weaknesses:
> Lots of information quickly
> Group dynamics helps respondents relax.
> Difficult to build individual Rapport
> Conformity to the group (Invalidity)
> Group dynamics mean that respondents might ‘blend into the background.
> Can observe group interactions
> More natural behaviour rather than a private interview (Validity)
> Group dynamics mean that respondents might exaggerate/ lie.
> Respondents can help each other develop their answers & introduce each other to new ideas & views.
> Could be difficult to control the interview
> Could cause conflict between respondents

7. 1) SOCIAL Characteristics:
A Word on Interviewer Bias
Whenever critiquing an interview method, regardless of the type of interview, Interviewer Bias can always be raised as an evaluative consideration.
This refers to the way the behaviour (or simply the presence) of the interviewer may influence the responses that they receive from the respondent.
This could be affected by the following characteristics of the interviewer:
1) SOCIAL Characteristics:
The Interviewer’s Age, Gender, Ethnicity, perceived Social Class, Accent.
2) PERSONAL Characteristics:
The Interviewer’s Body Language , Tone of Voice, Style of Dress, Appearance.
3) STATUS DIFFERENCES:
Whether or not the interviewer shares status & power with the respondent or decides to keep a distance & clear power division.
4) LEADING QUESTIONS:
Prompted the respondent to answer questions in a particular way and/or making assumptions about the respondent within the questions asked.