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Interviewers can talk at length and in detail
Answers more developed
ADVANTAG Questions can be rephrased for better understanding
ES See to be more valid
Data gained is more honest and trust worthy…read more

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Costly
Time consuming
Cannot generalise
Interviewer bias and influence
DISADVANTA Artificial situation
GES Need for skilled interviewers
Hawthorne effect
Difficult to replicate
Difficult to analyse…read more

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Preferred by positivists, generally provide quantitative data
High in reliability and more value-free (objective)
STRUCTUR Based on a structured, close-ended/pre-coded
questionnaire known as an interview schedule
ED
The interviewer will not stray from the schedule
INTERVIEW They can be a verbal presentation of a questionnaire
Often in multiple choice format…read more

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High response rate
Interviewer reads and writes
Quick to complete
STRENGTH Data easy to quantify
S High in reliability
Useful for finding factual data
Lessons interviewer bias…read more

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Interview schedule is restrictive
Lack of detail
WEAKNESS Imposition problem
ES Lacks validity
Still a chance of interviewer bias…read more

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