PET Advantages Disadvantages
Practical High response rate. Time consuming.
Flexible. Smaller sample.
Interviews occur in a natural setting (NO Expensive.
Hawthorne effect). Having to record the right information
Can explore unfamiliar topics. that can be harder to analyse if you
haven't the right information.
Interviewer bias researchers may try to
give respondents answers that they want
Ethical Informed consent is granted and Psychological harm may be present within
obtained during the interview. an interview when the researcher is
Sensitive issues can be explored. asking respondents sensitive questions.
If the respondents do not understand a
question then can have it explained so
that it doesn't lead to any
Theoretica Interviews are valid due to a good Sample isn't representative this means
l relationship with the researcher. that the interviewing doesn't represent
the wider population.
Interviews are not reliable.
Validity is often lacked when researchers
are interpreting the data and findings.