Qualitative Research Methods

Interviews

To Cover:
Purpose of interview
Requirements to
elicit
Preparation
Agenda
Structure of an
interview
Conduct
Pitfalls

Types of interview
Informal Interview

No pre-determined questions
Informal
Course dictated by responses
go with the flow
Exploratory, early on.
A chance to begin establishing a rapport

Type of Interview - 2
Formal Interview
Questions are prepared and structured
You are searching for a particular set of
answers
Useful if you are comparing answers
from many respondents
Be prepared to ask for evidence of
answers - reports, notes, documents etc

Planning for interview

Establish data you seek
Refer always to your research
objectives
Each question should relate to at
least one of your objectives
Select your respondent carefully who can answer your question

Who to interview
S

T
OP

Preparation
FORMAL: Precise questions
INFORMAL: Mind-map to be sure you
have covered the planned territory
BOTH:
Map questioning to research objectives
Ensure you have enough time
Send agenda in advance to subject

Agenda
Issue before meeting
State:

Time, place and participants

Duration
Purpose
Topics to cover (in sequence)

Use the agenda during the

interview to control the pace
Use the agenda to ensure you
have covered all you wanted.

Types of Questions
Closed

Open

Reflective

Link

Probing

Leading

Interview Tips
Use body language to establish and
maintain rapport
Balance open and closed questions
Stay in charge control pace
Listen out for new terms and names
Be ready to put your questions down and
just listen
Ask for copies of documents
Recap notes regularly

Recording the interview

Ask permission to record
Check equipment first
Batteries, memory, cables

Transcribe each interview - include 1

transcript in an appendix
Take notes by hand to help pick up
points to return to

Pitfalls of interviews
Interviewees

might be uncertain of what

you want to establish - too helpful, or
impatient
Beware of private agendas
Avoid criticism
How reliable is any one person?
Spot whats been taken-for-granted

Be aware of different perspectives

Why should they help you?