Interviews - Going Deeper with Personal Conversations
When you need to dig beneath the surface, interviews become your best friend. This method involves researchers asking questions face-to-face, over the phone, or online to gather detailed information that questionnaires simply can't capture.
Structured interviews follow a rigid script with standardised questions asked in the same order - think of them as questionnaires with a human touch. Unstructured interviews throw the script out the window, allowing interviewers to explore whatever emerges from participants' responses. Semi-structured interviews strike a middle ground, combining set questions with the flexibility to probe deeper when needed.
The interview process requires careful planning. Participants must see the schedule beforehand, agree to how the session will be recorded, and receive a full transcript afterwards. This transparency ensures everything stays ethical and accurate.
Remember: Structured interviews give you reliable, comparable data, whilst unstructured interviews provide incredibly rich detail - choose based on whether you need breadth or depth in your research.