Self report techniques: Interviews

What is an interview?

A research method used to collect data by asking people questions face-to-face or over the phone. It’s often used to find out about people’s thoughts, feelings, attitudes, or experiences — things that might be hard to measure with numbers.

What are the 3 types of interviews?

• Structured interviews

• Unstructured interviews

• Semi-structured interviews

What is a structured interview?

Made up of a pre-determined set of questions that are asked in fixed order. Basically like a questionnaire but conducted face-to-face (or over the phone) i.e. the interview asks a question then waits for a response. 

What is a semi-structured interviews?

Many interviews fall under this category. There’s a list of questions that have been worked out in advance, but the interviewers are also free to ask follow up questions when they feel it’s appropriate.

What is an unstructured interview?

Works a lot like a conversation. There are no set questions, just a general aim that a certain topic will be discussed, and interaction tends to be free-flowing. The interviewee is encouraged to expand and elaborate their answers as prompted by the interviewer. 

What is an interview schedule?

A list of questions that the interviewer intends to cover.

Why should an interview schedule be standardised?

To reduce interviewer bias.

What are the strengths of structured interviews?

• The use of standardised questions means that the interview can be replicated and used by different researchers

  • This minimises the researcher effect (when the researcher influences the outcome of the research by their body language for example) as all researchers have to 'stick to the script' as it were rather than pursuing responses they find interesting

• Structured interviews may generate more quantitative data than unstructured interviews

  • This means that the results can be statistically analysed

  • This in turn increases the reliability of the findings

What are the limitations of structured interviews?

• A predetermined set of questions may be restrictive

  • The participant may say something which should be explored further but the format of the structured interview does not allow this

  • This limits the usefulness of the method

What are the strengths of unstructured interviews?

• High in ecological validity

  • Participants have complete freedom to respond in any way they choose

  • The interview is tailored towards them as an individual

  • Thoughts, feelings, fears, hopes and emotions can all be openly expressed by the participant with no manipulation from the researcher

• The researcher has the flexibility to pursue any interesting topics that emerge during the interview

  • The topic can be discussed from several different perspectives

  • The original topic can even be abandoned if the participant takes the interview into new and interesting territory

  • This flexibility is a strength as it may open up new insight into what is being researched

What are the limitations of unstructured interviews?

• The very free-flowing and unpredictable nature of unstructured interviews means that the entire process may become derailed

  • The participant may wish to go into depth and detail on topics which are irrelevant to the research

  • The participant may change tack frequently, mixing up timelines, confusing details, getting 'lost' in their narrative

  • This limits the reliability of unstructured interviews

• The researcher may lose their objectivity due to the intimate nature of unstructured interviews, particularly if more than one interview session is required

  • They begin to feel too close to the participant

  • They may begin to identify with the participant

  • They may wish to present the participant in the best possible light (social desirability bias)

  • This would mean that the validity of the interview was compromised

How can an interview be recorded?

• Audio recording

• Video recording (filming)

• Making written notes during the interview

Identify 3 things that would be good practice when conducting interviews.

• Conduct the interview in a quiet room, away from other participants

• Begin the interview with some neutral questions to make the participant more relaxed and comfortable (especially if the topic is personal or sensitive)

• Remind the interviewee on the several occasions that their answers will be kept private and confidential

What is interviewer bias?

Happens when the interviewer (researcher) influences the participant’s answers — intentionally or unintentionally — during an interview. This can affect the validity of the data because the results might reflect the interviewer’s expectations or behaviour, not the participant’s true thoughts.

• E.g. Leading questions, tone of voice or facial expressions, body language, Interpretation bias (the interviewer interprets ambiguous answers in a way that fits their expectations)

What is a risk in self-report techniques?

Social desirability bias.

What is social desirability bias?

A form of demand characteristic. A tendency for respondents to answer questions in a way that will present them in a better light. Respondents may also not be honest when answering questions if they think someone will judge them or not agree with them. This may be particularly true with a sensitive topic such as views on racism or disability.