Interviews as a data collection method in your qualitative research

Important: Start with the right preparation

Proper preparation is half the battle, and this also applies to organizing and conducting interviews. Therefore, ensure that you have prepared a clear list of questions that align with your research query. Utilize a topic list. Additionally, aim to ask open-ended questions that allow for detailed responses and facilitate an in-depth interview.

Also consider potential follow-up questions to delve further into specific topics. Finally, think about how to handle respondent anonymity. What would you do if a respondent suddenly refuses to cooperate? It is also important to consider your approach when addressing the respondent. For instance, if you are conducting interviews on behalf of the organization where you are interning and interviewing clients, using the formal ‘u’ form may be appropriate. However, when conversing with colleagues, the informal “you” form can also be effective.

Which interview format do you choose?

There are several interview formats used, each with their own characteristics and applications. Some common interview formats include:

• Structured interview: This type of interview involves a predetermined list of questions that are asked in a specific order. The questions are prepared ahead of time and presented to each respondent in the same manner and sequence. This ensures consistency and facilitates objective comparison of answers.
• Semi-structured interview: Semi-structured interviews also utilize predetermined questions, but they allow for more flexibility and the opportunity to ask follow-up questions. The interviewer has a guideline to follow, but can also respond to the respondents’ answers in order to delve deeper into specific topics.
• Unstructured interview: In an unstructured interview, there is no predetermined list of questions. The interviewer typically begins with a general question or topic and allows the conversation to progress based on the responses of the respondent. This approach offers a lot of freedom and can provide profound insights, but may lack structure.
• In-depth interview: In-depth interviews aim to gain comprehensive insights into complex subjects. They are often employed in qualitative research and can be structured, semi-structured, or unstructured. The objective is to acquire a deeper understanding of the respondent’s perspectives, experiences, and motivations.
• Group interview (focus group): A group interview, also known as a focus group, involves interviewing a collective of individuals at the same time. This can facilitate intriguing interactions and discussions among participants, leading to the emergence of new insights. Such interviews are commonly conducted to explore opinions, attitudes, and perceptions regarding a specific topic.

What is the difference between an unstructured and semi-structured interview?

The difference between unstructured and semi-structured interviews primarily lies in the level of pre-determined structure and flexibility during the interview. Here is a brief explanation of each type of interview:

Unstructured interview:

In an unstructured interview, there are no predetermined set of questions and no fixed order in which the questions are asked.

• The interviewer has more freedom to direct the conversation based on the respondent’s reactions and interests.
• Unstructured interviews aim to gain in-depth insights and explore complex topics.
• This type of interview offers more flexibility but can also be more challenging to analyze due to the variability in the information obtained.

Semi-structured interview:

• A semi-structured interview utilizes a predetermined list of questions, but also allows for spontaneous responses and further investigation into the respondent’s answers.
• The sequence and phrasing of the questions may vary depending on the flow of the conversation.
• This interview format merges the structure of structured interviews with the flexibility of unstructured interviews.
• Semi-structured interviews are frequently employed in qualitative research to obtain comprehensive insights and achieve a balance between standardized and flexible methodologies.

Do you opt for an unstructured or semi-structured interview?

Choosing the appropriate interview format depends on multiple factors, such as the research purpose, the nature of the research question, the available resources, and the researcher’s preferences.

• Purpose of the study: If the purpose of the study is to gather standardized information that is easy to quantify and analyze, a structured interview may be the best choice. However, if the goal is to gain in-depth insights on complex topics, a semi-structured or unstructured interview may be more appropriate.
• Research question: The nature of the research question can also determine the selection of interview format. If the question is more closed and aimed at obtaining specific information, structured interviews may be more suitable. For open-ended questions that allow for more discussion and exploration, semi-structured or unstructured interviews may be a better fit.
• Complexity of the topic: For complex topics that require a comprehensive understanding and interpretation, unstructured or semi-structured interviews may be more appropriate tools. These provide more flexibility to delve deeper into specific aspects and explore new insights.
• Available resources and time: The available budget and time constraints can also influence the choice of interview format. Standardized interviews generally require less time for preparation and analysis, while unstructured interviews may require more time and resources due to the complexity of data collection and analysis.
• Preferences of the researcher: Finally, the preferences and experiences of the researcher can play a role in determining the interview format. Some researchers may feel more comfortable with structured interviews because of the clear guidelines, while others may prefer the flexibility and spontaneity of unstructured interviews.

It is important to carefully consider all of these factors and select the interview format that best fits the specific needs and objectives of the research.

Successfully select respondents for your interviews

In order to conduct interviews, it is necessary to find individuals who are willing to be interviewed. The ideal number of interviews varies depending on your research objective and question. Ultimately, a higher number of interviews enhances the reliability and validity of your findings, increasing the likelihood that your research accurately reflects reality. Here are a few steps you can follow to effectively select respondents:

• Define your target audience: Identify the specific group of people relevant to your research. This can be based on demographic characteristics such as age, gender, and education level, or specific characteristics related to the subject of your research.
• Determine the appropriate sample size: Depending on the nature of your research and the available resources, determine the number of respondents needed to obtain representative insights. This may range from a small group to a larger number, depending on the complexity and scope of your research.
• Utilize diverse recruitment methods: Employ various methods to recruit respondents, such as social media, emails, personal communication, or contacting organizations that have access to your desired target audience.
• Be transparent and clear: Clearly communicate the purpose of your research, the expected duration of the interviews, and any compensation or incentives offered to respondents. Ensure that potential participants understand the importance of their involvement and what is expected from them.
• Screen potential participants: If necessary, conduct screening to ensure that selected respondents meet the criteria established for your research. This may involve asking specific questions to ensure they possess the relevant experience, knowledge, or background required for your study.
• Respect privacy and ethics: Ensure the privacy of respondents is protected and adhere to research ethical guidelines. Only collect information relevant to your study and treat the data with confidentiality.

Tips for formulating good interview questions

The quality of an interview depends on the questions you ask. Therefore, take the time to formulate clear and relevant questions. Here are some tips that can help you formulate good interview questions:

• Avoid asking leading questions. Be objective to avoid socially desirable answers.
• Provide clear questions. Keep questions short, be specific, avoid jargon, and ask one question at a time.
• Think about the order of the questions. A chronological order may be appropriate when asking people to describe an event. You can also start by asking about the problem and its causes, and later ask about possible solutions.
• Make a good choice between open and closed questions. Open-ended questions can provide more in-depth answers, while closed-ended questions provide more limited but more comparable answers.

Need help with your qualitative research?

With this article, we have provided you with guidance on using interviews as a data collection method for qualitative research. You have various options and can also employ a combination of different methods. We understand that you may wish to have a discussion on this matter. In such a case, our supervisors are available to assist you in setting up, conducting, and analyzing your qualitative research. Feel free to reach out to us for a complimentary intake interview regarding your thesis.