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  • Interviews
    • Structured interviews are a questionnaire that is given face-to-face
      • Structured interviews are like a questionnaire that is given to an individual or a group, with an interviewer present to ask the quesitons
      • Structured interviews ask the same question each time, the questions are closed, with set multiple-choice answers
      • They give quantitative data
        • Reliable
      • Interviewer can explain and clarify the questions
      • Structured interviews get a higher response rate than a questionnaire
      • Can be expensive, as you have to pay for the interviewer
      • The interviewer has to follow a list of questions, so they cannot ask for more detail, if they find something interesting
    • Unstructured interviews give qualitative data
      • Informal, and they have no rigid structure
      • Flexible, can be used to find out facts or attitudes
      • They're good for researching sensitive topics where the researcher needs to get the respondent's trust
      • Open-ended questions, and they give qualitative data
        • Valid
      • Interviewer needs to have skill so they can extract more detail from the respondent
        • Therefore, it may be expensive to hire a highly trained researcher
      • Used with smaller samples, which means they aren't very representative
      • Takes a long time to write up an unstructured interview, as you have to write down the whole conversation
    • Interviewers can have an effect on the respondent's answer
      • Hawthorne effect
      • Interviewers can give subtle directions to a certain response, without realising that they're even doing it
      • Interviewer effects makes the data less valid
        • Hawthorne effect
      • Becker (1970) argued that an aggressive interview style could actually uncover more honest responses that a participant might otherwise have kept to themselves


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