Week 10. Interviews & Focus Groups

What are surveys mainly used for?

Testing relationships between measurable variables in populations.

When are interviews the most appropriate research method?

When studying motivations, feelings, experiences, meanings, and perspectives, allowing you to understand their POV.

What type of knowledge do interviews primarily generate?

Meaning and subjective viewpoints.

Name 3 strengths of interviews.

1. In-depth understanding of social life

2. Capturing complexity of attitudes and behaviors

3. Exploring emerging or understudied phenomena

Why are interviews useful for hard-to-reach or marginalized populations?

They allow flexible, personal, and context-sensitive data collection.

What is the first step when planning interviews?

Defining a clear research question (RQ).

Give an example of a qualitative interview research question.

“How do recent immigrants incorporate TikTok as part of their integration into the Netherlands?”

Why is a literature review important before conducting interviews?

To understand what is already known and identify gaps.

Why are theories or frameworks important in qualitative research?

They guide data collection and interpretation.

Name two theories/frameworks mentioned for the TikTok example.

1. Integration vs. acculturation

2. Uses/Users? & Gratifications.

How do you decide who to recruit as participants?

By identifying people who can best inform the research question.

What participant characteristics may matter?

Geographic region, activity level, user status, or social position.

What is an unstructured interview?

An informal, conversational interview with no predetermined questions.An informal, conversational interview with no predetermined questions.

Name 2 examples of an unstructured interview.

1. Visiting a workplace and talking to an employee

2. In initial stages of a project, especially when a topic is not well-known

When are unstructured interviews especially useful?

In early research stages when a topic is not well-known.

How are unstructured interviews often used in ethnographic research?

Combined with observations to minimize disruption.

What is a semi-structured interview?

An interview guided by questions but flexible in order and wording. Follow-up questions are directed toward research interests.

Why are semi-structured interviews commonly used?

They balance structure with freedom to explore topics in depth.

What is a structured interview?

An interview with fixed questions and order, allowing little exploration.

Which interview type is easiest to compare across participants?

Structured interviews.

Which interview type is considered the best balance between structure and exploration?

Semi-structured interviews.

What is an interview protocol?

A script or guide outlining question order, wording, and length.

How should interview questions be ordered?

Start general, then move to specific, and save personal questions for later.

How should interview questions be worded?

Clearly, without scientific jargon or biased phrasing.

What is the recommended maximum length of an interview?

About one hour.

What are advantages of video interviews?

Access to many participants and broader geographic reach.

What are disadvantages of video interviews?

Technical barriers such as internet connectivity.

What are advantages of face-to-face interviews?

Better rapport and more natural interaction.

How do participant preferences affect interview settings?

Younger participants may prefer online; older participants may prefer in-person.

Name three recruitment strategies for interviews.

Posting ads, partnering with organizations, or using online platforms for a survey.

What ethical issues should be considered in interviews?

The sensitivity of questions and potential emotional impact.

What right should participants always have?

The right to skip difficult or sensitive questions.

What is typically analyzed after interviews are conducted?

Interview transcripts.

What is thematic analysis?

Identifying, comparing, and building themes from qualitative data into results and theory.

What type of reasoning is used in thematic analysis?

Inductive reasoning. Add later what this definition is

What is qualitative coding?

Labeling parts of text with codes that represent themes or concepts.

What guides how data are coded?

Research goals, theories, frameworks, and interpretation.

What role do intuition and common sense play in qualitative analysis?

They help identify unexpected themes and connections.

What is a coding scheme?

A structured system organizing codes into higher- and lower-level categories.

What is a focus group?

A group interview designed to generate discussion on a topic with the emphasis being on interaction between participants.

What is the key feature of focus groups?

Interaction between participants.

What is a major advantage of focus groups?

Participants speak in their own language and build on each other’s ideas.

What kinds of insights do focus groups reveal?

Shared experiences, differing opinions, and group dynamics.

Are participants always more open in focus groups?

No, depends on the topic. More difficult topics could make it more difficult for participants to open up.

Why is group composition important in focus groups?

It influences comfort, interaction, and data quality.

What are props or activities in focus groups?

Tools like agree/disagree exercises to stimulate discussion.

What decisions must be made about focus group format?

Online vs. in-person.

What is the role of the moderator in a focus group?

Facilitating discussion, managing time, and ensuring equal participation. Consider your own role in such a group (insider vs. outsider)

Why should moderators reflect on their own identity?

Being an insider or outsider can influence group dynamics and responses.