One of most important ways to obtain information. Important to note:

  • Interviewing is a skill. Interviewers will have varying degrees of ability.
  • Interviewing skills can be learnt & developed.
  • Respondents differ in motivation and knowledge.
  • Interviews differ in complexity.
  • Subjective process, to be effective must involve people who communicate effectively both verbally and non-verbally.
  • Can be categorised as both:
    • Informal process
      • Like a conversation – asking questions to obtain information.
      • Questions can lead to other questions, e.g. “What do you mean?” and “Why do you think that?”.
    • formal process
      • Follows predetermined pattern.
      • More valid for research project as interviewees all asked same questions.

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