University of Michigan - Ann Arbor

In qualitative research, conducting interviews is one of the most common data collection approaches, particularly in psychological studies. Researchers use interviews to directly question participants and gather detailed information. Interviews can vary widely in format, ranging from flexible, unstructured conversations guided by the participant to highly structured, strictly scripted interactions.

Interviews

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A semi-structured interview is a qualitative data collection method that falls between structured and unstructured formats. The researcher utilizes a few consistent, pre-planned questions but retains the flexibility to ask more detailed follow-up questions about new topics that emerge during the interaction. These interviews are typically lengthy and yield deeply detailed information, so they are usually conducted with relatively small sample sizes.

Semi-structured Interview

An unstructured interview is a type of qualitative interview that consists of a small number of general prompts or questions. This open-ended format gives participants the freedom to talk about what is important to them and guide the direction of the conversation. In psychological research, unstructured interviews are especially well-suited for sensitive topics because they allow the participants, rather than the researchers, to control the pace and depth of the disclosure.

Unstructured Interview

A structured interview is a qualitative data collection method in which the researcher adheres to a strict script. The interviewer asks a consistent, predetermined set of questions and does not deviate from them. While this approach ensures consistency across all participants, it does not allow the researcher to explore unanticipated topics or ask spontaneous follow-up questions.

Structured Interview

When conducting qualitative research, what is a key characteristic of the interview method regarding its format?

A focus group is a qualitative data collection method that involves small groups of people participating together in an interview focused on a specific issue or topic. The dynamic interaction among group members can often elicit richer, more detailed information than what might be uncovered in a traditional one-on-one interview. For example, this approach has become a standard technique in business and industry for understanding consumer tastes and preferences. Because these group discussions yield extensive qualitative data, the sessions are typically recorded and transcribed to facilitate thorough later analysis.

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