The fundamental purpose of an interview as a method of data collection through verbal responses is to gather information thoroughly. The goals of an interview can include:
- Exchanging ideas and experiences
- Extracting data on a wide range of topics
- Allowing the interviewee to reflect on their past, define their present, and consider their future options
Various types of interviews are conducted to obtain research data. An interview can be structured or unstructured, depending on whether a formal questionnaire has been developed and whether the questions are asked in a predetermined order.
Interviews are a qualitative research method that relies on asking questions to collect data. They involve two or more people, with one person acting as the interviewer and asking the questions.
There are several types of interviews, often differentiated by their level of structure:
- Structured Interviews: These have predetermined questions asked in a specific order. This ensures consistency and comparability of responses.
- Unstructured Interviews: These are more free-flowing and do not follow a set format. This allows for a more in-depth exploration of the respondent’s thoughts and feelings.
- Semi-structured Interviews: These fall between structured and unstructured interviews. They have a general framework of questions but allow for flexibility in how and when questions are asked.
- Telephone Interviews: Conducted over the phone, providing convenience and flexibility.
- In-Person Interviews: Conducted face-to-face, offering a more personal and engaging experience.
- Online Interviews: Conducted via platforms such as Skype, Google Hangouts, etc., combining the advantages of face-to-face interaction with the convenience of remote access.
Interviews are commonly used in market research, social science, and ethnographic research to gain insights into people’s experiences, opinions, and behaviors.
Purpose of Interview
Interviews aim to gather a comprehensive array of information from a select group of individuals regarding:
- Characteristics
- Behaviors
- Preferences
- Emotions
- Attitudes
- Opinions
- Knowledge
Interviews are particularly effective in qualitative research because they allow for a deeper understanding and exploration of the subjects’ views, actions, experiences, and phenomena. Typically, interview questions are open-ended, enabling the collection of detailed and nuanced information.
Types of Interviews
1. Structured Interview
A structured interview involves asking predetermined questions in a specific order. These questions are often closed-ended, featuring dichotomous (yes/no) or multiple-choice options. Although open-ended questions can be used in structured interviews, they are less common. The nature of the questions makes structured interviews primarily a quantitative research tool.
The format of asking set questions in a set order helps identify patterns in responses and allows for easy comparison between participants while controlling for other variables. This method can reduce research biases and increase reliability and validity. However, structured interviews can be overly formal and may lack scope and flexibility.
- If you are well-versed in your topic, you can effectively formulate your questions.
- Structured interviews are easier to analyze due to their closed-ended nature, making them manageable even with limited resources.
- They are ideal if your research requires maintaining consistent environmental conditions across participants.
Structured interviews are suitable for research where consistency and comparability of responses are crucial, and where the researcher has a strong understanding of the topic and limited time or resources.
2. Semi-Structured Interview
A semi-structured interview is a hybrid of structured and unstructured interviews. The interviewer follows a general plan but has the flexibility to deviate from a strict phrasing or order of questions.
Semi-structured interviews are often open-ended, allowing flexibility while adhering to a predetermined thematic framework, which provides a sense of structure. This approach is often considered “the best of both worlds.”
Advantages:
- Flexibility in questioning allows for in-depth exploration.
- A thematic framework ensures some level of consistency.
Challenges:
- Substantial differences in questions between participants can make it difficult to identify patterns, potentially reducing the generalizability and validity of results.
Best Fit for Your Research:
- Prior Interview Experience: It’s easy to unintentionally ask leading questions, so experience helps in formulating spontaneous questions effectively.
- Exploratory Research Questions: The answers can guide future research directions.
3. Unstructured Interview
An unstructured interview is the most flexible type of interview. There are no predetermined questions or order, allowing the interview to proceed spontaneously based on the participant’s responses.
Unstructured interviews are inherently open-ended, enabling the collection of detailed information while observing patterns between participants.
Advantages:
- High flexibility allows for in-depth data collection.
- Can form a deeper connection with participants, encouraging them to share true opinions and emotions.
Challenges:
- Conducting unstructured interviews properly is challenging due to the risk of asking leading questions, which can result in biased responses and lower reliability.
Best Fit for Your Research:
- Solid Background in the Topic: Prior experience in conducting interviews is beneficial.
- Exploratory Research Questions: Ideal for seeking descriptive data that deepens and contextualizes initial hypotheses.
- Need for Deeper Connection with Participants: Useful when the research requires participants to feel comfortable sharing their true opinions and emotions.
Focus Group
A focus group involves gathering a group of participants to discuss and answer questions on a specific topic in a moderated setting.
These discussions are qualitative in nature and study not only the participants’ responses but also the group’s dynamics and body language. Focus groups are useful for guiding future research on consumer products and services, human behavior, or controversial topics.
Advantages:
- Provides nuanced and unfiltered feedback that might not emerge in individual interviews.
- Easier to organize than experiments or large surveys.
Challenges:
- Small sample size leads to low external validity.
- Risk of “cherry-picking” responses that fit the researcher’s hypotheses.
Best Fit for Your Research:
- Focus on Group Dynamics: Useful if your research examines the dynamics of group discussion or real-time responses.
- Complex Questions: Ideal for exploring feelings, opinions, and perceptions that cannot be answered with simple “yes” or “no” responses.
- Exploratory Topics: Effective for uncovering new questions or future research ideas when the topic is exploratory in nature.
Telephonic Interview:
A telephonic interview is a method of data collection where the interviewer speaks with the respondent over the phone using a pre-designed questionnaire.
Standardized questionnaires with closed-ended questions are typically used. The objective of a telephonic interview is to be concise, focusing on gathering specific information.
Personal Interview:
In a personal or face-to-face interview, all respondents are asked similar questions in the same order using a standard structured questionnaire according to the scheduled interview. A personal interview is a two-way conversation where the interviewer and respondent can interact directly.
This method allows the interviewer to assess the respondent’s skills and for the respondent to understand the company’s requirements and work structure. The structured format is determined by the questions, language, and order, and the interview is conducted face-to-face.
Examples of interview questions
Structured Interview
Example: An interviewer is conducting a survey on customer satisfaction for a new smartphone. They use a standardized questionnaire with predetermined questions and answer choices.
- Question 1: How satisfied are you with the battery life of your smartphone?
- Very Satisfied
- Satisfied
- Neutral
- Dissatisfied
- Very Dissatisfied
- Question 2: How likely are you to recommend this smartphone to a friend?
- Very Likely
- Likely
- Neutral
- Unlikely
- Very Unlikely
Semi-Structured Interview
Example: An interviewer is researching employee engagement in a company. They have a set of core questions but allow for flexibility based on the responses.
- Core Question: Can you describe your overall experience working at this company?
- Follow-up Question:** You mentioned the work environment; can you elaborate on what aspects of the environment you find most positive?
- Core Question: How do you feel about the professional development opportunities offered here?
- Follow-up Question: Are there specific programs or initiatives that have been particularly beneficial to you?
Unstructured Interview
Example: An interviewer is exploring the experiences of refugees adjusting to a new country. They start with a broad question and let the conversation flow naturally.
- Opening Question: Can you tell me about your journey to this country and what your experience has been like since arriving here?
- Follow-up Question: You mentioned finding a job; can you describe the challenges you faced in that process?
- Follow-up Question: How has the community support been in your new environment?
Focus Group
Example: A researcher is conducting a focus group to understand consumer opinions on a new food product. They guide the discussion but allow participants to interact with each other.
- Opening Question: What are your first impressions of this new snack product?
- Follow-up Question: How do you think this product compares to similar ones available in the market?
- Group Discussion Prompt: Let’s discuss the packaging. What do you like or dislike about it?
Telephonic Interview
Example: A company is conducting a telephonic interview to gather feedback on their customer service. The interviewer follows a structured script with standardized questions.
- Question 1: How would you rate your overall satisfaction with our customer service on a scale of 1 to 5?
- Response Options: 1 (Very Dissatisfied) to 5 (Very Satisfied)
- Question 2: Was your issue resolved during your call?
- Response Options: Yes / No
Personal Interview
Example: An interviewer is conducting a personal interview to assess a candidate for a job position. They use a standard set of questions but can explore responses in depth.
- Question 1: Can you tell me about a time when you had to overcome a significant challenge at work?
- Follow-up Question: What steps did you take to address the challenge, and what was the outcome?
- Question 2: How do you handle tight deadlines and multiple tasks?
- Follow-up Question: Can you provide an example from your previous job?
Advantages of Interviews
- Structured Interviews:
- Structured interviews focus on ensuring accurate responses, facilitating well-organized data collection.
- Each respondent provides unique answers to the same questions, enabling comprehensive analysis.
- They can effectively reach a significant portion of the target audience.
- Standardization in structured interviews simplifies the overall interview process.
- Semi-Structured Interviews:
- Questions are provided ahead of time, allowing researchers to prepare and review them.
- Offers flexibility while maintaining adherence to research requirements.
- Unstructured Interviews:
- The informal nature of unstructured interviews facilitates establishing a friendly rapport with participants, making it easier to gain detailed insights effortlessly.
- Participants can clarify questions, giving researchers opportunities to explain the need for thorough responses.
- If uncertainties arise or significant information surfaces, more detailed answers can be obtained.
- Researchers can observe and analyze interviewee body language during the interview, enhancing note-taking and analysis.
Disadvantages of Interviews
- The scope of evaluating obtained results may be limited.
- Accuracy often takes precedence over detailed information.
- Respondents are constrained to choosing from predefined options.
- Failure to strictly adhere to interview guidelines makes comparing responses challenging, as each question’s structure varies.
- Unstructured interviews lack organization, leading to longer durations and potentially higher costs.
- Their reliability is questioned due to the absence of standardized questions and rules.
- They may create suspicion among interviewees, who may become self-conscious and provide less candid responses.