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Structured interviews
Formal/spoken questionnaire, involved face-to-face or over-the-phone delivery of a questionnaire
interview schedule, a pre-set list of questions
Limited list of possible answers
Positivists prefer as there is a measurable objective, takes a scientific approach, standardised methods, obtain quantitative data, identify patterns and produce generalisations and cause-and-effect statements, reliable, fairly large scale, representative - lack validity
Advantages
Reliability
Representativeness
Cost
Interviewer-interviewee
Limited interviewer effect
Disadvanatages
lack of validity
Reliability
Cost
Sensitive issues
Unstructured interviews
• Ask mainly open-ended questions, with no fixed set of questions to be asked of every respondent.
• Produce qualitative data because the interviewee can respond in words that are meaningful to them.
• Are guided as much by the interviewee as by the interviewer.
• Are informal and free-flowing, and more normal than a structured interview - more like a guided conversation.
• Build a stronger relationship between researcher and research subject.
Advantages
Validity
Disadvantages
Validity
Lack of reliability
Lack of representativeness
Unsuitable for sensitive issues
Cost
Relevance
Group interviews