4 Types of Interviews in Qualitative Research | Examples

Introduction 

Interviews in research, particularly in qualitative research methodology, are essential tools for gathering rich, detailed data. This article explores the diverse types of interviews used in qualitative research, offering valuable insights for both novice and experienced researchers. The article further explains the importance of using qualitative interviews as data collection method and the required research skills for a successful process.

In this article, you will learn how to select the most appropriate interview format for your study, master techniques for conducting effective qualitative research interviews, and analyze the resulting data. Interviews are one of the major approaches used for collecting qualitative data in research. 

We’ll cover structured, semi-structured, and unstructured approaches, providing practical tips and examples throughout. By understanding the nuances of interviews in qualitative research, researchers can enhance their ability to collect meaningful data and draw valuable conclusions from their studies.

What is a qualitative research interview?

Interviews in qualitative research are a fundamental data collection method used to gather in-depth information on a research topic. This qualitative research method involves an interviewer asking open-ended questions to participants, allowing for detailed responses and rich qualitative data. Interviews in qualitative research are conducted to explore complex subjects, understand personal experiences, and gain insights that quantitative methods might miss.

Unlike closed-ended questions in quantitative research, qualitative research interviews offer flexibility, enabling researchers to probe deeper into responses. This interview method is widely used in social research, market research, and user research to address research questions and explore research problems in detail.

Interviews are a valuable research tool

Interviews in qualitative research are an invaluable research technique, offering researchers a direct way to engage with participants and collect rich, detailed data.

This qualitative research method allows for a deeper understanding of the research topic than many other research methods. Interviews offer the opportunity to observe body language, ask follow-up questions, and explore unexpected themes that emerge during the interview process. 

As a data collection method, interviews allow researchers to gather nuanced insights that can inform their research design and contribute to the overall research study. The flexibility of interviews in qualitative research makes them ideal for exploring complex social phenomena and personal experiences.

Fundamental Types of Interviews in Research

Interviews in qualitative research are a crucial data collection method, with four main types commonly used: structured, unstructured, semi-structured, and focus group interviews. Each type offers unique advantages for different research questions and methodologies.

1. Structured Interviews: Structured interviews in qualitative research involve a predetermined set of questions asked in a specific order. The interviewer follows a strict script, ensuring consistency across all participants. This interview type is ideal for comparing responses and gathering standardized data. While structured interviews may limit the depth of responses, they are efficient for large-scale studies and situations where quantitative analysis of qualitative data is needed.
2. Unstructured Interviews: Unstructured interviews are the most flexible type of qualitative research interview. They resemble natural conversations, with the interviewer asking open-ended questions based on a general topic rather than a fixed list. This interview method allows for in-depth exploration of subjects as they arise, making it valuable for exploratory research. Unstructured interviews offer rich, detailed data but require skilled interviewers and can be time-consuming to analyze.
3. Semi-Structured Interviews: Semi-structured interviews strike a balance between structured and unstructured approaches. In this common type of interview, the researcher prepares a list of questions or topics but allows for flexibility in their order and wording. Semi-structured interviews in qualitative research offer the benefits of both structure and open-ended exploration. They are widely used in social research and user research, allowing researchers to address specific topics while remaining open to unexpected insights.
4. Focus Group Interviews: Focus group interviews involve interviewing multiple participants simultaneously. This qualitative research method leverages group dynamics to stimulate discussion and generate insights. Focus groups are particularly useful for exploring shared experiences, attitudes, and beliefs. They can reveal how people interact when discussing a topic, providing data that individual interviews might miss. However, they require skilled moderation to ensure all participants contribute and to manage group dynamics effectively.

By understanding these types of interviews in qualitative research, researchers can select the most appropriate method for their research design, ensuring effective data collection to address their research questions.

What is an unstructured interview?

Unstructured or in-depth interviews are a type of research interview widely used in qualitative methods. In this form of interview, the researcher conducts interviews without a predetermined set of questions. Unstructured interviews are ideal for exploring topics in-depth, allowing the conversation to flow naturally.

This approach to interviews in qualitative research offers flexibility and the opportunity to gather rich, detailed data. Researchers use unstructured interviews to learn about the different types of experiences and perspectives participants may have. This is also known as in-depth interviews as it allows for collection of detailed data about the research phenomenon without following a defined structure of the interview process.

Examples of unstructured/in-depth interview questions

When conducting qualitative interviews, unstructured interviews or in-depth interviews allow for a more open-ended approach. Here are some examples of unstructured interview questions:

1. “Can you tell me about your experience with…?”
2. “How did you feel when…?”
3. “What does… mean to you?”
4. “Can you describe a typical day in your role?”
5. “What challenges have you faced regarding…?”

These questions are designed to help guide the conversation without imposing a rigid structure, as in the personal interviews. The interviewer can ask follow-up questions based on the participant’s responses, making unstructured interviews ideal for exploring complex topics. This type of research interview allows for a more natural flow of information, enhancing the data collection process in qualitative research.

What is a structured interview?

Structured interviews are the most common tool for data collection according to the research. Structured interviews are a form of interview commonly used in qualitative research techniques. In this type of research interview, the researcher asks a predetermined list of questions in a specific order.

All participants are asked the same questions, ensuring consistency across interviews. Structured interviews are ideal for comparing responses between participants and are often used when conducting qualitative interviews with a large sample size. 

This approach to interviews in qualitative research offers a standardized method for data collection, making it easier to analyze and compare interview data. Structured interviews can be conducted via phone interviews, in-person interviews, or video interviews, depending on the research project’s needs. It also recommended to conduct these interviews via email, but make sure you formulate the questions you ask to address the intended research problem.

Examples of structured interview questions

When conducting structured interviews in qualitative research, it’s crucial to have a well-prepared list of interview questions. Here are some examples:

1. “On a scale of 1-5, how satisfied are you with…?”
2. “How often do you engage in…?”
3. “What is your primary reason for…?”
4. “Have you ever experienced…? Yes or No”
5. “Which of the following best describes your…?”

These questions are designed to gather specific information and are typically asked in the same order for all participants. Structured interviews offer consistency in the data collection process and are helpful when comparing responses across multiple interviews. This approach to interviews in qualitative research allows for efficient data analysis and interpretation.

What is a semi-structured interview?

Semi-structured interviews are a popular type of research interview in qualitative methods. They combine elements of both structured and unstructured interviews, offering a balance between consistency and flexibility. The semi-structured interviews can also include multiple answer questions. In semi-structured interviews, researchers prepare a list of questions or topics to cover but allow for deviation based on the participant’s responses. 

This approach to interviews in qualitative research enables the interviewer to explore unexpected themes while maintaining some structure. Semi-structured interviews are widely used in many qualitative methods and research projects.

Examples of semi-structured interview questions

Semi-structured interviews offer a flexible approach to conducting qualitative interviews. Here are some examples of semi-structured interview questions:

1. “What factors influenced your decision to…?”
2. “Can you describe a time when…?”
3. “How has your experience with… changed over time?”
4. “What do you think are the main challenges in…?”
5. “How do you see… evolving in the future?”

These questions provide a framework for the interview while allowing the researcher to ask follow-up questions based on the participant’s responses. Semi-structured interviews are based on a combination of prepared questions and spontaneous inquiries, making them ideal for exploring complex topics in-depth. This type of research interview is widely used in qualitative research techniques.

What is a focus group?

Focus groups, contrary to the other three types of interviews, are a qualitative research technique where interviews are conducted with a small group of participants simultaneously. This form of interview allows researchers to gather diverse perspectives and observe group dynamics. Focus groups are ideal for exploring collective opinions, attitudes, and experiences related to a specific topic. In qualitative research, focus groups offer a unique opportunity to conduct interviews that generate rich data through group interaction. This approach is widely used in many qualitative methods and research projects as it is considered as the best interview method from collecting data from professionals.

Examples of focus group interview questions

When conducting focus group interviews in qualitative research, it’s essential to ask questions that stimulate discussion. Here are some examples:

1. “What comes to mind when you think about…?”
2. “How do you feel about the current state of…?”
3. “What improvements would you suggest for…?”
4. “Can you share your experiences with…?”
5. “How do you think… affects our community?”

These questions are designed to encourage group interaction and debate. Focus group interviews offer a unique opportunity to gather diverse perspectives and observe how participants respond to each other’s ideas. This approach to interviews in qualitative research can provide valuable insights into collective opinions and attitudes, making it an essential tool in the research process.

What to Avoid in Different Types of Interviews

When conducting interviews in qualitative research, researchers should avoid the following pitfalls:

1. In structured interviews:
   • Deviating from predetermined questions
   • Changing the order of questions
   • Altering the wording of questions
2. In unstructured and semi-structured interviews:
   • Using leading questions that bias responses
   • Imposing too much structure, limiting natural flow
3. Across all interview types:
   • Interrupting participants
   • Rushing responses
   • Allowing personal opinions to influence the interview
   • Asking closed-ended questions that limit detailed responses
   • Neglecting to probe for deeper insights
4. In focus group interviews:
   • Allowing one participant to dominate the discussion
   • Failing to manage group dynamics effectively
5. Ethical considerations for all interviews:
   • Pressuring participants to disclose uncomfortable information
   • Violating privacy and confidentiality agreements
   • Neglecting to obtain informed consent
6. General interview conduct issues:
   • Poor time management
   • Inadequate preparation
   • Failing to build rapport with participants
   • Neglecting to record or take notes properly
7. Data quality concerns:
   • Asking vague or ambiguous questions
   • Failing to clarify participant responses when needed
   • Overlooking non-verbal cues in face-to-face interviews

By avoiding these pitfalls, researchers can enhance the quality and reliability of their interviews in qualitative research, ensuring more accurate and valuable data collection across various types of interviews in research.

Steps of Conducting a Research Interview

Conducting interviews in qualitative research is a crucial skill for gathering in-depth data. Here’s a comprehensive guide to the six steps of conducting a research interview, which can be applied across various types of interviews in research:

Step 1: Preparation

The first step in conducting qualitative interviews is thorough preparation. This involves several key aspects:

a) Define research objectives: Clearly outline the goals of your qualitative research interview. What information are you seeking? How does this align with your overall research methodology?

b) Choose the interview type: Based on your research objectives, decide which type of interview is most appropriate – structured, semi-structured, or unstructured. Each interview type serves different purposes in qualitative research.

c) Develop an interview guide: Create a list of questions or topics to cover during the interview. For structured interviews, this will be a rigid set of questions. For semi-structured interviews, it will be a flexible guide. Even for unstructured interviews, having a general outline can be helpful.

d) Select participants: Identify and recruit suitable participants for your qualitative research interview. Ensure they meet the criteria relevant to your research objectives.

e) Logistics: Arrange the time, place, and method (in-person, phone interview, or video interviews) for conducting the interview. Ensure you have any necessary equipment, such as recording devices or note-taking materials.

Step 2: Building Rapport

Establishing a comfortable atmosphere is crucial when conducting qualitative interviews. This step involves:

a) Introduction: Begin by introducing yourself and explaining the purpose of the research interview.

b) Informed consent: Ensure the participant understands the nature of the study and agrees to participate. This is a crucial ethical consideration in qualitative research.

c) Small talk: Engage in brief, friendly conversation to help the participant feel at ease before diving into the main interview questions.

d) Setting expectations: Explain how the interview will proceed, its expected duration, and how the information will be used.

Step 3: Asking Questions

This is the core of the interview process in qualitative research. How you ask questions can significantly impact the quality of data collected:

a) Start broad: Begin with general, open-ended questions to get the participant talking and thinking about the topic.

b) Follow the guide: Use your prepared interview guide, but be flexible enough to explore unexpected but relevant topics that may arise.

c) Active listening: Pay close attention to the participant’s responses. This will help you ask relevant follow-up questions and show the participant that you value their input.

d) Probing: Use probing questions to delve deeper into topics of interest. This is particularly important in semi-structured and unstructured interviews.

e) Avoid leading questions: Ensure your questions don’t guide the participant towards a particular answer. This is crucial for maintaining the integrity of your qualitative research.

f) Silence is okay: Don’t rush to fill silences. Participants often need time to think and may provide additional information after a pause.

Step 4: Recording and Note-taking

Accurate documentation is crucial when conducting interviews in qualitative research:

a) Recording: If the participant has consented, use an audio or video recorder to capture the entire interview. This allows you to focus on the conversation rather than extensive note-taking.

b) Note-taking: Even with a recording, take brief notes on key points, non-verbal cues, or ideas for follow-up questions.

c) Observation: Pay attention to and note any relevant non-verbal communication or environmental factors that may not be captured in an audio recording.

Step 5: Closing the Interview

Properly concluding the interview is an important step in the qualitative research process:

a) Summarize: Briefly recap the main points discussed during the interview. This allows the participant to clarify or add any final thoughts.

b) Final questions: Ask if the participant has anything else they’d like to add or if they have any questions about the research.

c) Next steps: Explain what will happen next with the information collected and how the participant can stay informed about the research results if they’re interested.

d) Gratitude: Thank the participant for their time and valuable input.

Step 6: Post-Interview Analysis

The final step in conducting qualitative interviews involves analyzing the data collected:

a) Transcription: If you’ve made an audio or video recording, transcribe the interview. This creates a text document that’s easier to analyze.

b) Review notes: Go through your notes while the interview is fresh in your mind, adding any additional observations or insights.

c) Initial analysis: Begin identifying key themes or patterns in the interview data. This will guide your more in-depth analysis later.

d) Reflect: Consider what went well and what could be improved for future interviews. This reflection can help refine your interview skills and approach.

e) Data management: Ensure all interview data is securely stored and properly labeled for easy retrieval during the analysis phase of your qualitative research.

By following these six steps, researchers can effectively conduct interviews in qualitative research, gathering rich, detailed data to inform their studies. Remember, practice and experience will help refine your interview skills, making you more adept at navigating different types of interviews in research and extracting valuable insights from your participants.

Qualitative interview guides

Qualitative interview guides are essential tools when conducting interviews in qualitative research. These guides serve as a roadmap for researchers, ensuring that all key topics are covered during the interview process. The structure and content of the guide depend on the type of interview being conducted – structured, semi-structured, or unstructured.

For structured interviews, the guide typically consists of a fixed set of questions asked in a specific order. This type of interview guide is useful when consistency across multiple interviews is crucial for the research methodology.

Semi-structured interview guides offer more flexibility. They include a list of key questions or topics to be covered, but allow the interviewer to adapt the order and wording based on the flow of the conversation. This approach is popular in qualitative research as it combines structure with the ability to explore unexpected themes.

Unstructured interview guides are the most flexible. They may consist of broad topics or themes rather than specific questions, allowing the interview to flow naturally based on the participant’s responses.

When creating a qualitative interview guide, consider the following:

1. Start with easy, non-threatening questions to build rapport.
2. Group questions by theme or topic for logical flow.
3. Use open-ended questions to encourage detailed responses.
4. Include probing questions to delve deeper into specific areas.
5. End with a catch-all question like “Is there anything else you’d like to add?”

Remember, the guide should align with your research objectives and the type of interview you’re conducting. A well-crafted interview guide can significantly enhance the quality of data collected through interviews in qualitative research, making it an invaluable tool in the qualitative research process.

What are the pros and cons of interviews in qualitative research?

Interviews in qualitative research are a widely used method for data collection, offering both advantages and disadvantages. Understanding these can help researchers decide if this approach is suitable for their research project.

Pros:

1. Depth of information: Interviews, especially semi-structured and unstructured types, allow researchers to gather rich, detailed data about participants’ experiences and perspectives.
2. Flexibility: Unlike surveys, interviews can be adapted in real-time, allowing researchers to explore unexpected themes that emerge during the conversation.
3. Personal interaction: Face-to-face interviews enable researchers to observe non-verbal cues, adding another layer of data to the verbal responses.
4. Clarity: Interviewers can clarify questions and ask for elaboration, ensuring they accurately understand the participant’s viewpoint.
5. High response rate: Compared to surveys, interviews often have a higher response rate as participants feel more engaged in the process.

Cons:

1. Time-consuming: Conducting interviews, transcribing, and analyzing the data can be very time-intensive, especially for large-scale studies.
2. Costly: Interviews can be expensive, particularly if they involve travel or require specialized equipment.
3. Potential for bias: Interviewer bias can influence participants’ responses, potentially skewing the data.
4. Limited sample size: Due to time and resource constraints, interviews typically involve smaller sample sizes compared to quantitative methods.
5. Lack of anonymity: Unlike anonymous surveys, interviews are not anonymous, which may affect participants’ willingness to share sensitive information.
6. Generalizability: The in-depth nature of interview data can make it challenging to generalize findings to larger populations.

In conclusion, while interviews in qualitative research offer valuable insights and flexibility, they also present challenges in terms of time, cost, and potential bias. Researchers must carefully consider these factors when deciding on their data collection method for qualitative research projects.

Frequently asked questions about interviews in qualitative research

What are the three types of qualitative interviews?

The three main types of interviews in qualitative research are:

1. Structured interviews:

• Follow a predetermined set of questions
• Asked in the same order for all participants
• Offer consistency and comparability across interviews
• Ideal for large sample sizes and when standardization is crucial

2. Unstructured interviews:

• Have no preset questions or strict format
• Allow for a natural, conversational flow
• Offer flexibility to explore topics in-depth
• Best for exploratory research or when deep insights are needed

3. Semi-structured interviews:

• Combine elements of structured and unstructured approaches
• Use a prepared interview guide with key questions or topics
• Allow for deviation to explore unexpected themes
• Offer a balance between consistency and flexibility

These three types of interviews in qualitative research provide researchers with different tools to gather data, depending on their specific research objectives and methodologies. Each type has its strengths and is suited to different research contexts, making them essential components of qualitative research techniques.

What is the interview method in research?

The interview method in research is a fundamental qualitative data collection technique. It involves direct verbal interaction between researchers and participants to gather in-depth information about experiences, opinions, and perspectives. There are three main types of interviews in research: structured, semi-structured, and unstructured. This method offers flexibility, allowing researchers to clarify questions and probe for detailed responses. Interviews are widely used across various disciplines in qualitative research, particularly for exploratory studies. While they provide rich data and build rapport, interviews can be time-consuming and potentially subject to interviewer bias. Despite challenges, the interview method remains a powerful tool for gaining deep insights in qualitative research.

What are the characteristics of interview in research?

The characteristics of interviews in research, particularly in qualitative research, include:

1. Direct interaction: Involves face-to-face, phone, or video communication between researcher and participant.
2. Purposeful conversation: Guided by research objectives to gather specific information.
3. Flexibility: Allows for adaptation of questions based on participant responses.
4. Depth of information: Enables collection of rich, detailed data about experiences and perspectives.
5. Structured to unstructured formats: Can range from rigid question sets to open-ended discussions.
6. Verbal and non-verbal data: Captures both spoken responses and observable behaviors.
7. Rapport building: Facilitates trust between interviewer and interviewee.
8. Probing capability: Allows for follow-up questions to clarify or explore topics further.
9. Contextual understanding: Provides insights into the participant’s environment and circumstances.
10. Subjective nature: Reflects individual perspectives and interpretations.
11. Time-intensive: Requires significant time for preparation, conduct, and analysis.
12. Potential for bias: Interviewer’s presence may influence responses.
13. Ethical considerations: Involves informed consent and confidentiality measures.
14. Data richness: Yields complex, nuanced information suitable for qualitative analysis.
15. Variability: Each interview can be unique, offering diverse insights.

These characteristics make interviews a valuable tool in qualitative research methodologies.