1. Interviews
LO: To understand how to conduct
interviews and to be aware of the
advantages and disadvantages of this
method.

2. Getting You Thinking Activity

3. What are Interviews?
• What is a:
• Structured Interview?
• Semi Structured Interview?
• Unstructured Interview?

4. Unstructured interviews
• This is an interview which does not use
any set questions.
• Instead the interviewer has a topic area
and talks to the interviewee in a
conversational way.
• Open ended questions
• Produces qualitative data

5. Theoretical
• Interpretivists prefer as they seek to
discover meanings that underlie our actions
• Unstructured Interviews give people the
opportunity to talk openly, unrestricted by
fixed questions
• Ensuring meaning and worldview emerges
more clearly
• Main advantage is they create data that is
high in validity
• Positivist reject as each in unique and
cannot be replicated

6. Task: Unstructured Interviews
• Work in pairs. One person needs to be the
interviewer another the interviewee.
• Research focus:
People’s views on the decline of marriage and
rising cohabitation.
CONSIDER: Possible advantages and
disadvantages.

7. Advantages
• Sensitive issues can be researched.
• Interviewee is put at ease and may open
up more.
• Answers can be developed and explained
further.
• Interviewer can ask further questions.
• Data has greater validity.

8. Disadvantages
• Interviewer-interviewee bond may increase
likelihood that respondent attempts to please
researcher
• Produces a lot of data that needs to be
interpreted and selected for detail
• Lacks reliability as not replicable
• Lack of representativeness
• Age, gender, ethnicity etc of interviewer may
affect responses (Interviewer bias)
• Social Desirability
• Cost of training
• Relevance

9. Validity
• Informal, conversational nature means trust
and rapport can develop. Comfort= opening
up
• Avoids the danger of the sociologist
imposing ideas onto interview process as
there are no set questions or fixed response
categories
• Flexibility of interview adds to
validity...researcher can follow up any issues
raised
• Open ended questioning allows interviewees
scope to give detailed, in depth reactions.

10. Group interviews
• The interviewer usually meets 8-10
people at one go.
• Focus groups are a type of group
interview where the group discusses
various pre-set issues.

11. Advantages
• P’s feel more comfortable therefore may open up
• Groups throw around ideas, stimulating thinking
• Useful in generating initial ideas for later research
Disadvantages
• Individuals may feel that they haven’t had a chance
to give their own view.
• Individuals may dominate the group interview
• Group may go off topic
• Peer groups pressure may occur with people
conforming to group norms
• Data more complex and difficult to analyse

12. Structured Interviews
• A structured interview is where the
interviewer has a pre prepared set of
questions (in the form of a
questionnaire) which he/she reads out
to the interviewee.
• They are not allowed to deviate from
the set questions except to clarify the
meaning of the question.

13. What are the advantages and
disadvantages of using structured
interviews?

14. Advantages of using structured interviews….
1. Reliable (directly comparable and replicable)
2. Allows the interviewer to clarify the meaning of
the question
3. People who have trouble reading and writing can
participate.
4. Cheap to complete
5. Limited interviewer effect
6. Representativeness- can reach a larger audience
7. People may be willing to provide extra info than
in a questionnaire
8. Easier to analyse

15. Disadvantages of using structured
interviews…
1. Lack of validity:
• Researcher decides questions in advance
therefore limiting what respondent can
talk about (and in turn limiting validity)
• Wording of some questions may need
interpretation that researcher cannot give
• Truthfulness of respondent
• Interviewer effect- respondent may
interpret interviewers social
characteristics e.g. age, gender, class in
ways to influence their responses

16. 2. Unreliable- interviewees may lie, the
interview cannot be exactly replicated as
the data is influenced by the individual
interviewer.
3. The definite structure of the interview
can lead to areas of interest missed as the
interviewer has to stick to set questions.
4. Sensitive issues- sometimes a rapport is
required
5. Interviewer bias
6. Leading questions- the interviewer may ask
the questions in such a way as to lead the
interviewee to give the desired response.

17. Theoretical
• Positivists employ the use of structured
interviews
• Structured interviews use a fixed list of
closed ended questions so answers can be
classified, counted and quantified.
• Identify patterns
• Produce generalisations and cause-&-
effect statements
• Reliable (easily replicable)
• Interpretivists suggest they lack validity

18. Semi-structured Interviews
• Structured interviews are lists of
questions which are focused on rigidly.
• Whereas semi structured interviews
have lists of questions or areas of
interest that the interviewer uses to
direct the interview but the interviewer
can ask other questions.

19. Advantages
• Share many of the advantages of structured
interviews.
• Interviewer can probe for more information.
• Adds depth and validity to research data.
Disadvantages
• Loss of standardisation & comparability.
• Probes make each interview slightly different
• More chance of interviewer bias than in
structured interviews.
• Less quantitative data – less scientific.

20. Exam Practice
• Suggest one advantage and one
disadvantage of using group interviews
rather than one to one interviews in
sociological research. (4 marks)
• Suggest one advantage and one
disadvantage if researchers establishing a
rapport with their interviewees. (4 marks)
• Explain the difference between
structured and unstructured interviews.
(4 marks)

21. Interviews in Context
• Paul Willis conducted group interviews.
• Labov conducted interviews to study language
codes.
• Jackson (2006) ‘Lads and Ladetts in school’
used semi-structured interviews.
• Diane Reay (1998) mothers involvement was
found out through the interviews conducted.