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Comprehensive Guide to Interview and Observation Techniques in Qualitative Research

This chapter focuses on the critical aspects of collecting qualitative data through interviews and observations. It explores different types of interviews, such as structured, semi-structured, and unstructured, along with their appropriate applications. The chapter discusses the advantages, including flexibility and depth of insight gained, as well as the disadvantages such as time and cost. Additionally, it covers focus groups and the two main types of observation—participant and non-participant—highlighting their benefits and potential challenges in data collection.

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Comprehensive Guide to Interview and Observation Techniques in Qualitative Research

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  1. CHAPTER NINE COLLECTING DATA II: INTERVIEWS

  2. INTERVIEWS • Types of Interview • Structured − essentially a questionnaire. • Semi-structured − some structure, opportunity to develop information. • Unstructured − no set format, interview ‘develops’ information.

  3. Interviews are appropriate when • In depth/qualitative information is required. • Low sample size. • Variable information. • Research is exploratory. • Information changes over time. • Information is complex.

  4. ADVANTAGES OF INTERVIEWS • Flexibility – especially with younger, less educated etc. • Trust. • More insightful. • Sense of time and history. • Develop useful information as it emerges. • Can change format if required.

  5. DISADVANTAGES OF INTERVIEWS • Time (especially if travelling). • Cost. • Lack of anonymity. • Transcription time (1hr interview may involve 5hrs typing!). • Potential bias. • Informant may try to please interviewer. • Informant may hesitate to say anything that shows them negatively.

  6. FOCUS GROUPS • Number of people (5−12). • Facilitate discussion between people. • Subjects interact with each other. • Ensure it is not dominated by 1 or 2 people.

  7. OBSERVATION Two general types: Participant observation Observer fully involved, takes part in what is being studied, e.g. mystery shopper. Non-participant observation No involvement at all, e.g. counting users of a facility.

  8. ADVANTAGES OF OBSERVATION • ‘Directness’. • Takes place in a ‘natural’ setting. • Identifies features not apparent to subject. • Identifies features that subject may be unwilling to disclose.

  9. DISADVANTAGES OF OBSERVATION • May misunderstand the phenomenon. • Poor data recording possible. • Effects of observer on subjects. • You may need to sample: • Different times – ‘time sampling’. • Different observation points.

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