4.4: Interviews and Focus Groups
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For research purposes, interviews are usually a set of questions that are asked in real time (either in-person or virtually) by interviewer to an interviewee (respondent). Interviews can be structured or unstructured. In structured interviews, there is a strict script that the interviewer does not deviate from; each respondent is asked the same questions in the same order. In contrast, unstructured interviews consist of a small number of general questions or prompts that allow participants to talk about what is of interest to them. Most interviews are in between the two and are called semi-structured interviews, where the researcher has a few consistent questions and can follow up by asking more detailed questions about the topics that come up. Such interviews can be lengthy and detailed, but they are usually conducted with a relatively small sample. In their research on the families of suicide victims, Linquist et al. (2008) were aware that how much was disclosed about such a sensitive topic should be led by the families, not by the researchers, so they chose unstructured interviews.
In comparison to surveys, what are some benefits to interviews?
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Some benefits to interviews, in comparison to surveys, are that:
- The interviewer can more easily answer participant questions than when completing a survey.
- The interviewer can see if the respondent looks confused or uncomfortable.
- The interviewer can build rapport, meaning a harmonious relationship, which may help the respondent answer sensitive questions.
Did you come up with any other benefits that weren't listed in the answer to Exercise \(\PageIndex{1}\)? In Exercise \(\PageIndex{2}\), you'll be asked to consider some downsides to gathering self-report information with interviews.
In comparison to surveys, what are some disadvantages to interviews?
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Some disadvantages to using interviews rather than surveys could include:
- Interviews usually take longer than surveys (hours rather than minutes).
- It may be more difficult to get participants to volunteer for an interview compared to completing a survey.
- Interviews are more costly. This is partly because getting participants to volunteer for an interview can take more time and money than for surveys, but also because good interviewers are trained and cost more than hosting or printing a survey.
Did you come up with any other disadvantages that weren't listed in the answer to Exercise \(\PageIndex{2}\)?
Focus Groups
When small groups of people who participate together in interviews focused on a particular topic or issue, they are called focus groups. The interaction among participants in a focus group can sometimes bring out more information than can be learned in a one-on-one interview. The use of focus groups has become a standard technique in business and industry among those who want to understand consumer tastes and preferences. The content of all focus group interviews is usually recorded and transcribed to facilitate later analyses.
In comparison to surveys and interviews, what are some benefits to focus groups?
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Some benefits to focus groups are that:
- The other focus group members may spark ideas or lead to important topics that the researcher and no one individual participant may have come up with.
- In comparison to interviews, information from more participants is gathered in a shorter amount of time.
Did you come up with any other benefits that weren't listed in the answer to Exercise \(\PageIndex{3}\)? We know from social psychology that group dynamics are often at play in any group, including focus groups, and it is useful to be aware of those possibilities. In Exercise \(\PageIndex{4}\), you'll be asked to consider some downsides to gathering self-report information with interviews.
In comparison to surveys and interviews, what are some disadvantages to focus groups?
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Some disadvantages to using focus groups could include:
- The desire to be liked by others can lead participants to provide inaccurate answers that they believe will be perceived favorably by the other participants.
- Focus groups may work better for extraverts, and may not work well for those who are shy, socially anxious, or paranoid.
- Like interviews but not surveys, focus groups must have a quality facilitator to ensure that no one participant dominates, and that everyone feels comfortable sharing their opinions and experiences.
Did you come up with any other disadvantages that weren't listed in the answer to Exercise \(\PageIndex{4}\)? If you are considering running your own focus groups, there are some tips from Esposito and Evans-Winters's (2021) book Introduction to Intersectional Qualitative Research in the box:
- Ideal size: 6-8 participants
- Establishing personalized contact with participants is an essential step for the facilitator
- Personalize communication/invitations
- Explain why you want them to come
- Incentives/food, etc.
- Helps to begin the process of establishing trust
- Stay alert and facilitate the space (ensure everyone has a chance to talk/no one dominates, shorter open-ended questions, time limits)
- At the end, have the group clarify or summarize discussions
Life video-chatting is a newer technology, so there is not a lot of research yet comparing in-person interviews or focus groups to synchronous video chats. Maybe you can research these topics!