Interview Method of Data Collection

Definition: Interview is verbal questioning. In research, Lindzey Gardner has defined interview as a two-person
conversation, initiated by the interviewer for the specific purpose of obtaining research-relevant information and
focused by him on the content specified by the research objectives of description and explanation.
Functions of interview:
Two major functions of the interview techniques are described as under:
Description
Exploration
Description: The information received from the respondent provides insight into the nature of social reality. Since
the interviewer spends some time with the respondents, he can understand their feelings and attitudes more
clearly, and seek additional information wherever necessary and make information meaningful for him.
Exploration: Interview provides insight into unexplored dimensions of the problem.
Characteristics of interview: Black and Champion have pointed out the following characteristics of an interview:

Personal communication.
Equal status: The status of the interviewer and the interviewee is equal.
Instant response.
Temporary relationship between the interviewer and the interviewee.
Considerable flexibility in the format of the interview.

Types of interviews:
Unstructured: There are no specifications in the wording of the questions or the order of the questions. The
interviewer forms questions as and when required. The structure of the interview is flexible.
Structured: Is based on the structured interview-guide which is little different from the questionnaire. It is a set of
specific points and definite questions prepared by the interviewer.
Standardized: In standardized interviews, answer to each question is standardized as it is determined by a set of
response categories given for this purpose. The respondents are expected to choose one of the given options as the
answer.
Unstandardized: Is one in which the responses are left open to the respondent. This is used mainly in qualitative
research.
Individual: Where the interviewer interviews only one respondent at a time.
Group interview: More than one respondent are interviewed simultaneously. The group can be small, say, of two
individual (e.g., husband and wife, or two co-workers in a factory) or large, say, of 10 to 20 persons (say students in
a class).
Self-administered: The respondent is supplied a list of questions along with instructions for writing answers in the
appropriate place on the interview form.
Other-administered: The interviewer himself writes answers to questions on the response sheet.
Unique: Is one which the interviewer collects entire information in one interview.
Panel interviews: The interviewer collects information from the same group of respondents two or more times at
regular intervals. If different respondents are involved in various stages for asking the same question, it is called
Trend Study.
Soft interview: Here the interviewer guides the respondents without putting any pressure on them.
Hard interview: Here, the interview resembles a police interrogation. The interviewer questions the validity and
completeness of the answers obtained, often warning the respondents not to lie and forcing them to give an answer
when they hesitate.
Personal interviews: There is face to face contact between the interviewer and the interviewee.
Non-personal interviews: No face-to-face contact, but the information is collected through telephone, computer or
some other medium.

Conditions for a successful interview: Collecting data through the interview technique may be easy, yet its
adequacy, reliability and validity pose important problems. Interviewers differ in interest and skill; respondents
differ in ability and motivation. Gardner has pointed out three conditions for successful interviewing:
Accessibility
Understanding
Motivations
Accessibility: For giving information to the interviewer, the respondent must have access to the information.
Understanding: The respondent sometimes is not able to understand what is expected of him. Unless he
understands the significance of the research, the concepts and terms used, the nature of answers which the
interviewer expects from him, his answers might be out-of-track.
Motivation: The respondent needs to be motivated not only for giving information but also giving accurate
information. The fear of consequences, being suspicious about the interviewer, and dislike of the subject are some
of the factors which decrease the level of respondents motivation. The interviewer, therefore, has to try to reduce
the effect of these factors.

The Advantages of Qualitative Interviews

by Lisa McQuerrey

Related Articles

Explanation About the Importance of Job Interviews

The Disadvantages of a Structured Interview
The Value or Importance of a Job Interview
How to Answer Questions in Memorandum Style
What Is the Difference Between an Ultrasound Technician & a Medical Sonographer?

Qualitative interviewing techniques help researchers to observe and record a subject's unique perspective or
experience as it relates to a particular issue. Questions are open-ended and the discussion is conversational in
nature. The approach allows the subject to provide a firsthand, first-person account. This gives the interviewer
insight into where a subject is coming from, rather than getting yes or no answers that provide incomplete
feedback.
Ads by Google

Leadership Assessment

Assess the depth & breadth of your leaders' potential & leadership pipeline.

inspireone.in
Collection of Detailed Data
An advantage of a qualitative interview approach over other forms of interviewing is that the interviewer is able to
gather complex, in-depth data that is not as easily obtained through questionnaires or question-and-answer
interview approaches. In many instances, a primary question will lead a subject to discuss related issues that the
interviewer can then follow up on with a secondary line of questioning. In this sense, the interviewer is essentially
working as an observer, offering prompts for the subject to elaborate on.

Perspective Assessment
A qualitative interviewing approach allows an interviewer to gather not only hard, factual data, but to collect
emotional data, as well. For example, asking a subject to describe the way he felt in a particular situation provides
more complete feedback than asking a subject to explain a process. For example, if you are conducting research
into the mental toll home visits take on a social service worker, a question such as, How does a typical home visit
unfold? provides basic answers describing the step-by-step assessment of an environment. However, asking the
subject to describe the most distressing home visit she has ever made from start to finish will unveil much greater
detail about the emotions, the setting and the scene.

Collection of First-Person Data

Qualitative interviews give the interviewer the advantage of using a non-traditional line of questioning to glean firstperson assessments of a situation. For example, if you are meeting with students with the purpose of learning about
cyber-bullying trends, traditional interview questions might include, Have you ever been cyber-bullied? or, Do
you know anyone who has been cyber-bullied? A qualitative interview question could include queries such as, Tell
me what you know about cyber-bullying, or, How would you describe cyber bullying? This approach allows the
subject to provide a more expansive response.

Collection of Honest Feedback

Even though most interview subjects don't go into an assessment with the intention of misleading the interviewer,
there is a natural tendency to respond to an interviewers questions based on what the subject thinks the
interviewer wants to hear. But in a qualitative interview, it can be difficult for a subject to grasp specifically what
the interviewer is trying to get from her, and she therefore is more likely to talk honestly and freely. This gives the
interviewer the advantage of getting honest input.
Ads by Google