- Closed questions: questions that require a specific answer, e.g. yes/no.
- Interviewer bias: the influence of the interviewer on the way the respondent replies e.g. race/gender/age.
- Open questions: the question allows the respondent to answer fully.
- Probing: encouraging the interviewee to expand, e.g. asking, remaining silent.
- Prompts: possible answers to questions.
- Response rate: the number of people that agreed to be interviewed.
- Semi-structured interview: where the interviewer has a set of questions, but may explore things that emerge during the interview.
- Structured interview: where the questions are delivered in a set order and no explanation or elaboration of the question is allowed.
- Transcribing: writing up the interviews that have been recorded.
- Unstructured interview: where the interviewer is able to explain and elaborate on questions.
- Validity: the problem of whether the questions actually measure what the researcher intends them to.
Strengths: structured interviews
- Answers of different respondents may be easily compared.
- Answers can be simply recorded by ticking boxes as the interview progresses.
- Interviewers only need brief training.
- Interviews can be conducted quickly enough to target a large representative sample.
- They can be easily conducted in the street, targeting relevant groups.
- Though the questions are fixed, researchers are allowed to give limited assistance if the respondent doesn't understand them.
- The researcher tries to ensure the interview is out of earshot of others so the respondents replies are confidential.
Strengths: unstructured interviews