Unstructured interviews (face to face, phone)


Unstructured interviews (face to face, phone)


  • Can create a relationship with the participant
  • Can follow up responses in depth
  • Produces valid QUALITATIVE data


  • Personal bias of the interviewer
  • Time - consuming
  • Hard to analyse
  • May not be representative
  • Not reliable
  • Cannot be put in statistical terms
  • Only able to interview a few people


In research methods terms this means that these interviews have less external validity and reliability than research based on a set of uncontrolled questions that are more easily analysed and based on a wide and random sample.


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