pros and cons of interviews in research

It’s too late to learn something new.

Advantages and Disadvantages of Interview in Research

Approaching the Respondent- according to the Interviewer’s Manual, the introductory tasks of the interviewer are: tell the interviewer is and whom he or she represents; telling him about what the study is, in a way to stimulate his interest. The interviewer has also ensured at this stage that his answers are confidential; tell the respondent how he was chosen; use letters and clippings of surveys in order to show the importance of the study to the respondent. The interviewer must be adaptable, friendly, responsive, and should make the interviewer feel at ease to say anything, even if it is irrelevant.

Dealing with Refusal- there can be plenty of reasons for refusing for an interview, for example, a respondent may feel that surveys are a waste of time, or may express anti-government feeling. It is the interviewer’s job to determine the reason for the refusal of the interview and attempt to overcome it.

Conducting the Interview- the questions should be asked as worded for all respondents in order to avoid misinterpretation of the question. Clarification of the question should also be avoided for the same reason. However, the questions can be repeated in case of misunderstanding. The questions should be asked in the same order as mentioned in the questionnaire, as a particular question might not make sense if the questions before they are skipped. The interviewers must be very careful to be neutral before starting the interview so as not to lead the respondent, hence minimizing bias.

listing out the advantages of interview studies, which are noted below:

• It provides flexibility to the interviewers
• The interview has a better response rate than mailed questions, and the people who cannot read and write can also answer the questions.
• The interviewer can judge the non-verbal behavior of the respondent.
• The interviewer can decide the place for an interview in a private and silent place, unlike the ones conducted through emails which can have a completely different environment.
• The interviewer can control over the order of the question, as in the questionnaire, and can judge the spontaneity of the respondent as well.

There are certain disadvantages of interview studies as well which are:

• Conducting interview studies can be very costly as well as very time-consuming.
• An interview can cause biases. For example, the respondent’s answers can be affected by his reaction to the interviewer’s race, class, age or physical appearance.
• Interview studies provide less anonymity, which is a big concern for many respondents.
• There is a lack of accessibility to respondents (unlike conducting mailed questionnaire study) since the respondents can be in around any corner of the world or country.

INTERVIEW AS SOCIAL INTERACTION

The interview subjects to the same rules and regulations of other instances of social interaction. It is believed that conducting interview studies has possibilities for all sorts of bias, inconsistency, and inaccuracies and hence many researchers are critical of the surveys and interviews. T.R. William says that in certain societies there may be patterns of people saying one thing, but doing another. He also believes that the responses should be interpreted in context and two social contexts should not be compared to each other. Derek L. Phillips says that the survey method itself can manipulate the data, and show the results that actually does not exist in the population in real. Social research becomes very difficult due to the variability in human behavior and attitude. Other errors that can be caused in social research include-

• deliberate lying, because the respondent does not want to give a socially undesirable answer;
• unconscious mistakes, which mostly occurs when the respondent has socially undesirable traits that he does not want to accept;
• when the respondent accidentally misunderstands the question and responds incorrectly;
• when the respondent is unable to remember certain details.

Apart from the errors caused by the responder, there are also certain errors made by the interviewers that may include-

• errors made by altering the questionnaire, through changing some words or omitting certain questions;
• biased, irrelevant, inadequate or unnecessary probing;
• recording errors, or consciously making errors in recording.

Bailey, K. (1994). Interview Studies in Methods of social research. Simonand Schuster, 4th ed. The Free Press, New York NY 10020.Ch8. Pp.173-213.

We believe in sharing knowledge with everyone and making a positive change in society through our work and contributions. If you are interested in joining us, please check our ‘About’ page for more information

• The Charak Festival: Challenging caste identity and reclaiming god
• Professors as Role Models: How They Inspire Academic Success
• CHALLENGING THE DICHOTOMY: A CRITICAL INSPECTION OF DURKHEIM’S SACRED-PROFANE BINARY
• Interview with Richard Collis, Author of The Pool
• Book Review: The Perfection of Fish by J.S. Morrison

14 Advantages and Disadvantages of Interviews

Interviews are a commonly utilized method in the hiring process between interviewer and interviewee.

They offer several advantages and disadvantages for both the interviewer and the interviewee.

This article will explore the different types of interviews, their advantages and disadvantages, and the potential biases that can arise during the interview process.

• Redaction Team
• September 2, 2023
• Professional Development

Advantages of Interviews

• Rich Data Collection : Interviews allow for in-depth and rich data collection. They provide an opportunity to gather detailed information, insights, and nuances that may not be captured through other data collection methods.
• Personal Connection : Interviews create a personal connection between the interviewer and the interviewee, which can foster trust and open communication. This can lead to more honest and candid responses.
• Flexibility : Interviews can be structured or unstructured, allowing for flexibility in the questioning approach. Researchers or interviewers can adapt their questions based on the interviewee's responses, enabling a deeper exploration of topics.
• Clarification : Interviews provide an opportunity to seek clarification on unclear or ambiguous responses. Follow-up questions can help ensure that the interviewer fully understands the interviewee's perspective.
• Contextual Understanding : Interviews are useful for gaining a deeper understanding of the interviewee's context, experiences, and motivations. This is particularly valuable in research or investigative settings.
• Immediate Feedback : In employment interviews, immediate feedback can be provided to candidates, helping them understand their performance and areas for improvement.

Disadvantages of Interviews

• Subjectivity : Interviews can be subject to bias, both on the part of the interviewer and the interviewee. This can lead to skewed or inaccurate information.
• Limited Sample Size : Interviews are time-consuming and resource-intensive, making it challenging to conduct them with a large sample size. This limits the generalizability of the findings.
• Social Desirability Bias : Interviewees may provide responses that they believe are socially acceptable or that align with the interviewer's expectations, rather than their true opinions or experiences.
• Interviewer Effect : The skills and demeanor of the interviewer can impact the interviewee's responses. Some interviewees may feel more comfortable with certain interviewers, leading to variations in data.
• Time-Consuming : Conducting interviews can be time-consuming, both in terms of preparation and the actual interview process. This may not be practical for large-scale data collection.
• Resource Intensive : Interviews require resources such as trained interviewers, facilities, and equipment. This can make them costly compared to other data collection methods.
• Interviewee Discomfort : Some interviewees may feel uncomfortable or anxious during interviews, which can affect the quality and honesty of their responses.
• Limited Reproducibility : In research settings, interviews may be challenging to reproduce exactly, making it difficult to validate findings through replication.

Types of Interviews

Structured interviews.

Structured interviews are the most common type of interview. In this type of interview, the interviewer follows a predetermined set of questions and evaluates the responses based on a standardized scoring system. One of the advantages of a structured interview is that it allows for consistent evaluation of candidates, ensuring that each candidate is assessed on the same criteria. This makes it easier to compare candidates and make informed hiring decisions. Some interviews can be held online, which is an advantage of video conferencing .

However, structured interviews can also have disadvantages. Some candidates may feel that the interview is too rigid and does not allow them to fully showcase their skills and abilities. Additionally, the structured format may not provide enough room for the interviewee to ask questions or engage in a meaningful conversation with the interviewer.

Unstructured Interviews

Unstructured interviews are the opposite of structured interviews. In this type of interview, the interviewer does not follow a specific set of questions. Instead, they have a general topic or theme and engage in a more conversational style of interviewing. Unstructured interviews allow for a more relaxed atmosphere and give the interviewee the opportunity to express themselves more freely.

However, unstructured interviews can also have disadvantages. Since there is no set structure or scoring system, it can be difficult to compare candidates objectively. The lack of structure can also lead to personal biases on the part of the interviewer, as their own preferences and opinions can influence the evaluation process. Additionally, unstructured interviews can be more time-consuming for both the interviewer and the interviewee.

Panel Interview

A panel interview involves multiple interviewers and one interviewee. This type of interview allows for different perspectives and opinions to be considered when evaluating a candidate. Panel interviews can be particularly useful when hiring for a position that requires teamwork or collaboration.

However, panel interviews may also have disadvantages. The presence of multiple interviewers can be intimidating for the interviewee, which may affect their performance. Additionally, panel interviews can be more difficult to coordinate and schedule, especially if the panel members have conflicting schedules.

Overall, interviews are a great way to gather information about potential candidates for a position. They allow for a more personal interaction between the interviewer and the respondent, and they provide an opportunity for the applicant to showcase their skills and qualifications.

However, it is important to recognize the potential disadvantages of interviews. Personal biases on the part of the interviewer can impact the evaluation process, leading to a less objective assessment of candidates. Additionally, interviews can be time-consuming and may not always provide an accurate representation of a candidate’s abilities.

When conducting interviews, it is crucial to develop a structured and standardized approach to minimize personal bias and ensure fair evaluation of candidates. This can involve using a standardized set of questions, developing a scoring system, and involving multiple interviewers to provide different perspectives.

In conclusion, interviews are an important part of the recruitment process and offer several advantages and disadvantages. It is essential to understand the different types of interviews, their strengths and weaknesses, and the potential biases that can arise during the interview process. By acknowledging and addressing these factors, organizations can make more informed hiring decisions and find the right fit for their team.

Conclusion of Advantages and Disadvantages of Interviews

In conclusion, to transcribe interviews are a valuable tool for collecting qualitative data and gaining insights into individuals’ thoughts, experiences, and perspectives. 

However, they have limitations related to subjectivity, bias, resource requirements, and potential issues with sample size and generalizability. Researchers and interviewers should carefully consider these advantages and disadvantages when choosing interviews as a data collection method and take steps to mitigate potential biases and limitations.

Privacy Overview

ReviseSociology

A level sociology revision – education, families, research methods, crime and deviance and more!

Interviews in Social Research: Advantages and Disadvantages

The strengths of unstructured interviews are that they are respondent led, flexible, allow empathy and can be empowering, the limitations are poor reliability due to interviewer characteristics and bias, time, and low representativeness.

Table of Contents

Last Updated on September 11, 2023 by Karl Thompson

An interview involves an interviewer asking questions verbally to a respondent. Interviews involve a more direct interaction between the researcher and the respondent than questionnaires. Interviews can either be conducted face to face, via phone, video link or social media.

This post has primarily been written for students studying the Research Methods aspect of A-level sociology, but it should also be useful for students studying methods for psychology, business studies and maybe other subjects too!

Types of interview

Structured or formal interviews are those in which the interviewer asks the interviewee the same questions in the same way to different respondents. This will typically involve reading out questions from a pre-written and pre-coded structured questionnaire, which forms the interview schedule. The most familiar form of this is with market research, where you may have been stopped on the street with a researcher ticking boxes based on your responses.

Unstructured or Informal interviews (also called discovery interviews) are more like a guided conversation. Here the interviewer has a list of topics they want the respondent to talk about, but the interviewer has complete freedom to vary the specific questions from respondent to respondent, so they can follow whatever lines of enquiry they think are most appropriated, depending on the responses given by each respondent.

Semi-Structured interviews are those in which respondents have a list of questions, but they are free to ask further, differentiated questions based on the responses given. This allows more flexibility that the structured interview yet more structure than the informal interview.

Group interviews – Interviews can be conducted either one to one (individual interviews) or in a a group, in which the interviewer interviews two or more respondents at a time. Group discussions among respondents may lead to deeper insight than just interviewing people along, as respondents ‘encourage’ each other.

Focus groups are a type of group interview in which respondents are asked to discuss certain topics.

Interviews: key terms

The Interview Schedule – A list of questions or topic areas the interviewer wishes to ask or cover in the course of the interview. The more structured the interview, the more rigid the interiew schedule will be. Before conducting an interview it is usual for the reseracher to know something about the topic area and the respondents themselves, and so they will have at least some idea of the questions they are likely to ask: even if they are doing ‘unstructred interviews’ an interviewer will have some kind of interview schedule, even if it is just a list of broad topic areas to discuss, or an opening question.

Transcription of interviews -Transcription is the process of writing down (or typing up) what respondents say in an interview. In order to be able to transcribe effectively interviews will need to be recorded.

The problem of Leading Questions – In Unstructured Interviews, the interviewer should aim to avoid asking leading questions.

The Strengths and Limitations of Unstructured Interviews 

The strengths of unstructured interviews

The key strength of unstructured interviews is good validity , but for this to happen questioning should be as open ended as possible to gain genuine, spontaneous information rather than ‘rehearsed responses’ and questioning needs to be sufficient enough to elicit in-depth answers rather than glib, easy answers.

Respondent led – unstructured interviews are ‘respondent led’ – this is because the researcher listens to what the respondent says and then asks further questions based on what the respondent says. This should allow respondents to express themselves and explain their views more fully than with structured interviews.

Flexibility – the researcher can change his or her mind about what the most important questions are as the interview develops. Unstructured Interviews thus avoid the imposition problem – respondents are less constrained than with structured interviews or questionnaires in which the questions are written in advance by the researcher. This is especially advantageous in group interviews, where interaction between respondents can spark conversations that the interviewer hadn’t thought would of happened in advance, which could then be probed further with an unstructured methodology.

Rapport and empathy – unstructured interviews encourage a good rapport between interviewee and interviewer. Because of their informal nature, like guided conversations, unstructured interviews are more likely to make respondents feel at ease than with the more formal setting of a structured questionnaire or experiment. This should encourage openness, trust and empathy.

Checking understanding – unstructured interviews also allow the interviewer to check understanding. If an interviewee doesn’t understand a question, the interviewer is free to rephrase it, or to ask follow up questions to clarify aspects of answers that were not clear in the first instance.

Unstructured interviews are good for sensitive topics because they are more likely to make respondents feel at ease with the interviewer. They also allow the interviewer to show more sympathy (if required) than with the colder more mechanical quantitative methods.

They are good for finding out why respondents do not do certain things . For example postal surveys asking why people do not claim benefits have very low response rates, but informal interviews are perfect for researching people who may have low literacy skills.

Empowerment for respondents – the researcher and respondents are on a more equal footing than with more quantitative methods. The researcher doesn’t assume they know best. This empowers the respondents. Feminists researchers in particular believe that the unstructured interview can neutralise the hierarchical, exploitative power relations that they believe to be inherent in the more traditional interview structure. They see the traditional interview as a site for the exploitation and subordination of women, with the interviewers potentially creating outcomes against their interviewees’ interests. In traditional interview formats the interviewer directs the questioning and takes ownership of the material; in the feminist (unstructured) interview method the woman would recount her experiences in her own words with the interviewer serving only as a guide to the account.

Practical advantages – there are few practical advantages with this method, but compared to full-blown participant observation, they are a relatively quick method for gaining in-depth data. They are also a good method to combine with overt participant observation in order to get respondents to further explain the meanings behind their actions. So in short, they are impractical, unless you’re in the middle of a year long Participant Observation study (it’s all relative!).

The Limitations of unstructured interviews

The main theoretical disadvantage is the lack of reliability – unstructured Interviews lack reliability because each interview is unique – a variety of different questions are asked and phrased in a variety of different ways to different respondents.

They are also difficult to repeat, because the s uccess of the interview depends on the bond of trust between the researcher and the respondent – another researcher who does not relate to the respondent may thus get different answers. Group interviews are especially difficult to repeat, given that the dynamics of the interview are influenced not just by the values of the researcher, but also by group dynamics. One person can change the dynamic of a group of three or four people enormously.

Validity can be undermined in several ways:

• respondents might prefer to give rational responses rather than fuller emotional ones (it’s harder to talk frankly about emotions with strangers)
• respondents may not reveal their true thoughts and feelings because they do not coincide with their own self-image, so they simply withhold information
• respondents may give answers they think the interviewer wants to hear, in attempt to please them!

We also need to keep in mind that interviews can only tap into what people SAY about their values, beliefs and actions, we don’t actually get to see these in action, like we would do with observational studies such as Participant Observation. This has been a particular problem with self-report studies of criminal behaviour. These have been tested using polygraphs, and follow up studies of school and criminal records and responses found to be lacking in validity, so much so that victim-surveys have become the standard method for measuring crime rather than self-report studies.

Interviewer bias might undermine the validity of unstructured interviews – this is where the values of the researcher interfere with the results. The researcher may give away whether they approve or disapprove of certain responses in their body language or tone of voice (or wording of probing questions) and this in turn might encourage or discourage respondents from being honest.

The characteristics of the interviewer might also bias the results and undermine the validity – how honest the respondent is in the course of an hour long interview might depend on the class, gender, or ethnicity of the interviewer.

Sudman and Bradburn (1974) conducted a review of literature and found that responses varied depending on the relative demographics of the interviewer and respondent. For example white interviewers received more socially acceptable responses from black respondents than they did from white respondents. Similar findings have been found with different ethnicities, age, social class and religion.

Unstructured interviews also lack representativeness – because they are time consuming, it is difficult to get a large enough sample to be representative of large populations.

It is difficult to quantify data , compare answers and find stats and trends because the data gained is qualitative.

Practical disadvantages – unstructured Interviews may take a relatively long time to conduct. Some interviews can take hours. They also need to be taped and transcribed, and in the analysis phase there may be a lot of information that is not directly relevant to one’s research topic that needs to be sifted through.

Interpersonal skills and training – A further practical problem is that some researchers may lack the interpersonal skills required to conduct informal unstructured interviews. Training might need to be more thorough for researchers undertaking unstructured interviews – to avoid the problem of interviewer bias.

Shapiro and Eberhart (1947) showed that interviewers who were more prepared to probe received fuller answers, and both response rate and extensiveness of response are greater for more experienced interviewers.

There are few ethical problems , assuming that informed consent is gained and confidentially ensured. Although having said this, the fact that the researcher is getting more in-depth data, more of an insight into who the person really is, does offer the potential for the information to do more harm to the respondent if it got into the wrong hands (but this in turn depends on the topics discussed and the exact content of the interviews.

Sociological perspectives on interviews

Interviews of any kind are not a preferred method for positivists because there is no guarantee that responses aren’t artefacts of the interview situation, rather than a reflection of underlying social reality.

If interviews must be used, Positivists prefer structured interviews that follow a standardised schedule, with each question asked to each respondent in the same way. Interviewers should be neutral, show no emotion, avoid suggesting replies, and not skip questions.

Fo r Interactionists , interviews are based on mutual participant observation. The context of the interview is intrinsic to understanding responses and no distinction between research interviews and other social interaction is recognised. Data are valid when mutual understanding between interviewer and respondent is agreed.

Interactionists prefer non-standardised interviews because they allow respondents to shape the interview according to their own world view.

Denzin (2009) goes as far as to argue that what positivists might perceive as problems with interviews are not problems, just part of the process and thus as valid as the data collected. Thus issues of self-presentation, the power relations between interviewer and respondent and opportunities for fabrication are all part of the context and part of the valid-reality that we are trying to get to.

Related Posts

For more posts on research methods please see my research methods page.

Examples of studies using interviews – Using Interviews to research education .

Participant Observation  –   A related qualitative research method – detailed class notes on overt and covert participant observation. 

Please click here to return to the homepage – ReviseSociology.com

Recommended further reading: Gilbert and Stoneman (2016) Researching Social Life

Share this:

• Share on Tumblr

3 thoughts on “Interviews in Social Research: Advantages and Disadvantages”

• Pingback: White Working Class Men | ReviseSociology
• Pingback: Learning to Labour by Paul Willis – Summary and Evaluation of Research Methods | ReviseSociology

Reblogged this on Urban speeches .

Leave a Reply Cancel reply

This site uses Akismet to reduce spam. Learn how your comment data is processed .

Discover more from ReviseSociology

Subscribe now to keep reading and get access to the full archive.

Continue reading

The Guide to Interview Analysis

• What is Interview Analysis?

Introduction

Advantages of interviews over other data collection methods, advantages of different types of interviews, case studies with successful interviews.

• Disadvantages of Interviews in Research
• Ethical Considerations in Interviews
• Preparing a Research Interview
• Recruitment & Sampling for Research Interviews
• Interview Design
• How to Formulate Interview Questions
• Rapport in Interviews
• Social Desirability Bias
• Interviewer Effect
• Types of Research Interviews
• Face-to-Face Interviews
• Focus Group Interviews
• Email Interviews
• Telephone Interviews
• Stimulated Recall Interviews
• Interviews vs. Surveys
• Interviews vs Questionnaires
• Interviews and Interrogations
• How to Transcribe Interviews?
• Verbatim Transcription
• Clean Interview Transcriptions
• Manual Interview Transcription
• Automated Interview Transcription
• How to Annotate Research Interviews?
• Formatting and Anonymizing Interviews
• Analyzing Interviews
• Coding Interviews
• Reporting & Presenting Interview Findings

Advantages of Interviews in Research

Interviews are an essential part of the research process, whether used to gather data for a news article, explore a specific research topic, or understand the intricacies of someone's life story. Interviews provide unique insights into phenomena from the perspective of individuals, offering in-depth information that other methods for collecting primary data may not capture. In this article, we will go over the main advantages of interviews and examples showing why they are so important in qualitative research.

Whether it is a phone interview or a traditional in-person interview, the advantages of interviews lie in the richness of qualitative data they provide. Through in-person interviews, researchers gain access to firsthand experiences and personal perceptions of the phenomenon under study. This level of detail is difficult to achieve through other data collection methods like surveys , focus groups , or general literature reviews .

In-depth interviews allow researchers to dive deep into the information collected via interviewees' responses and body language. Unlike surveys, which may restrict responses to predetermined options, interviews encourage participants to elaborate on their thoughts, feelings, and experiences. This results in detailed data that can reveal new insights and spur the development of new theories.

Interviews can also give voice to populations that might otherwise remain unheard. For instance, the "man on the street" interviews, popularized in the 1930s by radio programs, are a classic example of interview methods used to capture the public's opinions. Today, these interview methods are still prevalent in journalism, particularly in news broadcasts and documentaries, to gauge public sentiment quickly.

In qualitative research, interviews hold great importance because they place the participant at the center of the research project, ensuring that their voice and perspectives are prioritized. Interviews are especially effective for capturing personal narratives, stories, and life histories. This makes them ideal for research focused on biography, identity, and personal development. Through interviews, researchers can document individual journeys, challenges, and transformations, providing a rich tapestry of human experience.

In qualitative research, interviews are a widely used method that provides deep, rich data that can uncover the complexities of human experience. Interviews allow researchers to explore issues that may not be fully understood or captured through other data collection methods such as surveys or focus groups. The interview process will enable researchers to thoroughly explore a participant’s feelings, thoughts, and experiences. Open-ended questions let participants express themselves freely, offering insights that might not emerge in other methods like surveys or focus groups. Open-ended questions enable participants to express themselves freely and let researchers to ask valuable follow-up questions that arise at the moment.

Participant-focused

Interviews place the participant at the center of the research process and give high importance to the participant's voice and perspective, which leads to more authentic and participant-driven research findings. This is particularly valuable in research that looks at marginalized or underrepresented groups.

Research interviews can be conducted in ways that are sensitive to the cultural and social contexts of participants. Researchers can tailor their questions to align with the participant's cultural background, language, and social norms, leading to qualitative data that is more reflective of the participant's lived reality.

The conversational nature of interviews enables participants to express their thoughts and experiences in their own words. This allows for the discovery of new themes or ideas that the researcher may not have anticipated. With in-person interviews, researchers can also attend to body language and other non-verbal communication that can give further information.

Flexible and personalized

The flexibility inherent in interviews is another advantage of this data collection method. Follow-up questions are vital for obtaining accurate and comprehensive research findings which can be completely missed in data collection methods using only multiple-choice questions. When the research interview is conducted in person, non-verbal cues such as body language, facial expressions, and tone of voice provide additional context and meaning to verbal responses. This is a significant advantage over methods like online interviews or phone interviews, where such cues may be absent or harder to interpret.

Personalization is also a crucial advantage of in-person interviews. Researchers can tailor the interview questions and adapt the interview process to accommodate the specific needs of the research topic. This is especially useful when dealing with complex or sensitive topics, where ethical considerations are paramount. Customization in interviews provides researchers with a unique approach to data collection. Whether using structured interviews, semi-structured interviews, or unstructured interviews , the method can be adapted to suit the research methods being employed. Customization also involves adapting to the interviewee's language, comfort levels, and other cultural sensitivities.

When conducted over time, interviews can provide longitudinal insights into how participants' views, experiences, or behaviours evolve. This is particularly valuable in research that seeks to understand changes over time, such as studies on personal growth, adaptation, or the impact of long-term interventions.

Potential for new theories

In qualitative research, interviews can be used to develop new theories or refine existing ones. By analyzing data collected from interviews, researchers can identify patterns, themes, and relationships that contribute to the development of theoretical frameworks . The open-ended nature of interview questions, coupled with the interviewer's possibility to adapt their questions according to the flow of the conversation, provides ample room for unanticipated ideas or insights to emerge.

Interviews are about obtaining detailed data and understanding how participants arrive at their answers. This focus on process allows researchers to comprehend how participants make sense of their experiences, how they construct meaning, and how they navigate complex issues. Such insights into cognitive and emotional processes are invaluable in qualitative research.

Dynamic interactions

Unlike other qualitative research methods, interviews allow for dynamic interaction between the interviewer and the participant. This interaction can lead to the co-construction of knowledge, where both parties contribute to shaping the data. This dynamic process can reveal insights that are more reflective of the participant's thoughts and feelings.

In qualitative research, interviews can be used alongside other methods such as focus groups, observations, or document analysis to triangulate insights. This helps to validate findings and ensures a more comprehensive understanding of the research question.

Ethical and confidential

Interviews allow researchers to approach sensitive topics ethically. Researchers can build trust with participants, ensure confidentiality, and provide support if difficult emotions or topics arise during the interview. This makes interviews particularly suitable for research on sensitive or traumatic experiences.

Interviews can uncover tacit knowledge—insights that participants may not even realize they possess or are difficult to articulate. Researchers can help participants express these deeply embedded insights through careful questioning and probing.

Analyze your interview transcriptions with ATLAS.ti

Turn your transcriptions into key insights with our powerful tools. Download a free trial today.

Interviews and their different methods of delivery also have advantages of their own. This section will introduce the most common types of interviews and their advantages.

Focus groups

Focus group interviews can be advantageous because of the non-verbal communication they offer such as body language and facial expressions that come from interacting in groups. Focus groups give information through the interaction between participants. They produce rich perspectives as participants comment and build upon each other's answers. Focus groups also provide a safe space for those who feel more at ease expressing themselves in a group setting.

Face-to-face interviews

In-person interviews are particularly advantageous in qualitative research because they offer an additional layer of information as the researcher can see non-verbal communication such as gestures, and body expressions. This provides insight into the participant's feelings and reactions to questions or themes. This presents a great advantage compared to methods that use verbal communication solely because it adds complexity to the answers and emotions are more transparent. Face-to-face interviews also offer a faster establishment of rapport and trust and interviewers can adapt the interviews based on verbal responses.

Telephone interviews

When it comes to bridging distances, telephone interviews are among the best. They bridge distance and provide direct communication, which can sometimes impede if a person is far away from the interviewer or if access to the internet is scarce. It can also provide a safe space for those who do not feel comfortable sharing information in person due to sensitive issues. They are also cost-effective and scheduling and

Email interviews

Asynchronous communication is one of the key advantages of email interviews. They are also low-pressure for introverted participants who rather not do an interview face-to-face. In a similar way to telephone interviews, email interviews bridge distances and help diversify the pool of participants. They are also useful when the language is different from the interviewer as the use of translators can open communication doors.

Here are some real cases where the advantages of interviews played a crucial role in the success of qualitative research:

Gender construction research

In Becoming a Gendered Body: Practices of Preschools (Martin, 1998), data was collected through direct observations and semi-structured in-person interviews. Over 50 hours of observation were conducted in five preschool classrooms, where Martin documented daily activities, interactions, and routines, paying close attention to how gendered behaviours were enacted and encouraged by both teachers and students. She observed how children were expected to sit, play, and move differently based on their gender, revealing the subtle ways in which gender norms were reinforced in early childhood education.

To complement these observations, Martin conducted semi-structured interviews with preschool teachers, exploring their perspectives on gender and the practices they used in the classroom. These interviews provided rich qualitative data on how teachers understood their role in promoting or challenging gender norms. By combining observational data with interviews, Martin was able to offer a comprehensive analysis of how gender is socially constructed and reinforced in preschool settings.

The 'Up Series' documentary films

The Up series is a groundbreaking British documentary film project that follows the lives of fourteen individuals from different social backgrounds in the United Kingdom, beginning in 1964 when they were seven years old. The series was conceived by Granada Television and initially directed by Paul Almond, with subsequent installments directed by Michael Apted, who continued the project until he died in 2021. The premise of the series is rooted in the idea that social class and circumstances could predict the future of these children, encapsulated in the Jesuit saying, "Give me a child until he is seven, and I will show you the man."

Every seven years, a new installment of the series has been released, documenting the participants' lives as they navigate various stages of life—childhood, adolescence, adulthood, and middle age.

In the Up Series, data collection was done through a longitudinal documentary approach, where in-depth, semi-structured in-person interviews were conducted with the same group of participants every seven years. The series also collects visual and behavioural data by video-documenting the participants in their everyday environments, providing insights into their social and economic conditions.

Challenges faced by women in career progression

In 2020, Goriss-Hunter and White conducted a study using asynchronous email interviews to investigate the career experiences of women at an Australian regional university. The researchers gathered data from 21 participants, including both academic and professional staff, by asking open-ended questions about career barriers and enablers. The results indicated that participants faced significant challenges, particularly due to the COVID-19 pandemic. Themes such as limited access to professional development, gendered workplace expectations, and work-life balance struggles were prominent. The flexibility of email interviews allowed participants to respond in their own time, facilitating in-depth reflections (Goriss-Hunter & White, 2020).

Interviews are a valuable data collection method in qualitative research due to their ability to provide deep, rich data. They allow for exploring complex issues, offer a participant-centred approach, and are sensitive to cultural and social contexts. Interviews facilitate the development of new theories and emphasize the process through which participants make sense of their experiences. They are also particularly effective for capturing personal narratives and offer flexibility in questioning, making them adaptable to the flow of conversation.

Interviews also allow for the triangulation of data when used alongside other methods and can provide longitudinal insights when conducted over time. They enable researchers to approach sensitive topics ethically, ensuring confidentiality and support for participants. Additionally, interviews can uncover tacit knowledge—insights that are deeply embedded in participants' experiences but not easily articulated. Overall, interviews are a versatile and powerful method for understanding complex human experiences and social phenomena.

• Martin, K. A. (1998). Becoming a gendered body: Practices of preschools. American Sociological Review, 63(4), 494–511. https://doi.org/10.2307/2657264
• Goriss-Hunter, A., White, K. Using email interviews to reflect on women’s careers at a regional university. Aust. Educ. Res. 51, 651–665 (2024). https://doi.org/10.1007/s13384-023-00617-9

Use ATLAS.ti at every step of your interviews

From writing your transcript to developing key insights, ATLAS.ti is there for you. See how with a free trial.