Primary research methods

Structured interviews

Set questions asked by interviewer, can’t be changed or explained. Used in large scale surveys to generate quantitative data.

Strengths of structured interviews

P - quick, cheap as they don’t require training

E - Informed consent, no deception as they can see they are being interviewed

T - large scale, high in representativeness, easy to generalise. Favoured by positivists as produce reliable quantitative data.

Semi Structured interviews

Predetermined questions but allows participant more control over narrative and can clarify questions.

Strengths of Semi Structured interviews

E - Interviewers are trained so can protect from harm. Good for sensitive topics as can be adapted.

Weaknesses of Semi Structured interviews

P - more expensive due to access and training

E - harder to keep confidential

T - Small chance of interviewer bias, lowers validity

Unstructured interviews

Conversational, no set questions allows interviewer to build rapport and gain in depth understanding of interviewees experiences and feelings, producing qualitative data.

Strengths of unstructured interviews

E - more training to protect from harm, sensitive topics can be asked about as rapport is built.

T - less interviewer bias means more valid responses, favoured by interpretivists as produce more qualitative data.

Weaknesses of unstructured interviews

P - more time consuming and expensive

E - confidentiality hard as voice or face would be in interview

T - less representative, harder to generalise. Disliked by positivists as lacks reliability.