1. Asking questions: Interviews, Wednesday 14th December 2016
Sociological Methods
Asking questions:
Interviews, Wednesday 14th December 2016

2. Recap Sociological Research Primary Data Observation Asking Questions
Questionnaires
Interviews (Structured or Unstructured)
Participant Observation
Non-Participant Observation
Overt /Covert
Primary or Secondary Data

3. Lesson Aims
1. Examine the skills needed in order to conduct a good interview 2. Identify the main types of interviews used in sociological research 3. Examine the usefulness of interviews in sociological research

4. TASK: Identify three skills needed for an effective interview
2 mins

5. Interviews in Sociology
Interview Skills:
Create rapport and trust with respondents. Leads to better results
Start with very general questions, then more specific questions.
Avoid leading questions.
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6. No pre-planned schedule - more like a conversation.
Primary Data
Types of Interviews
Structured
Unstructured
No pre-planned schedule - more like a conversation.
Pre-set questions (via questionnaire) that are delivered face to face or by the telephone
Asking Questions

7. Interviews
Interviews remain the most common data collection method in qualitative research
Interviews are a familiar and flexible way of asking people about their opinions and experiences.

8. Structured Interviews
Structured Interviews are based on a standardised list of prepared questions administered by an interviewer
Questions can be open and closed

9. Validity vs Reliability

10. Structured Interviews: Advantages
Standardised data collection. (easy to compare respondents) – can elicit quantitative data
High reliability (easy to replicate)
Large numbers, quick, cheap.

11. Structured Interviews: Disadvantages
May lack validity.
Lack of depth [questions may not cover respondent’s experiences].
Lack of flexibility.
Meaning problem. (the same question may be interpreted in different ways by your interviewees)

12. Unstructured interview
Unstructured interviews are like conversations
No pre planned questions
Questions are added or adapted at the interview progresses.

13. Strengths Weaknesses 1. Increase validity and depth 3. Time consuming
4. Allows for elaboration
5. They are only suitable for relatively small samples
7. They give you a better undertsanding of things from the respondent’s point of view
8. The interviewer needs to be highly skilled
2. They are unreliable as this method is not standardised
6. Greater flexibility: can lead to the development of new ideas

14. Semi-Structured Interview
The use of some pre-formulated questions, but no strict adherence to them. New questions might emerge during the conversation
Share the same sort of advantages and disadvantages as unstructured interviews

15. TASK: Worksheet – exam practice
10 mins

16. Limitations of All Interviews:
Interviewer bias – Interviewer may ask leading questions, which is more of a danger in unstructured interview as this can influence the answer. Versheten (pronounced ‘ferchaen’) - try to see it from interviewees perspective, prevents the imputing of meanings and values into research
Interview Effect - may give ‘socially expected’ answers. Hawthorne Effect - Changes in the behaviour of participants resulting from an awareness that they are taking part in an experiment/research.
Lack of ecological validity - cannot tell us how people really behave.
Ethical issues – not informing interviewees the real purpose of interview

17. Group Matching Task
Type of interview or issue and a response that goes with it
10 mins

18. EXTENSION TASK: Read the statements at the end of your worksheet and indicate whether they apply to structured or unstructured interviews
10 mins

19. Name an advantage of collecting quantitative data
Extension Test
Name an advantage of collecting quantitative data

20. It's less likely to be biased
Answer
It's less likely to be biased

21. Name a disadvantage of collecting quantitative data
Test
Name a disadvantage of collecting quantitative data

22. It may not produce data which is valid
Answer
It may not produce data which is valid

23. What types of interviews are available to researchers?
Test
What types of interviews are available to researchers?

24. Structured, unstructured, semi structured
Answer
Structured, unstructured, semi structured

25. What is a problem with participant observation?
Test
What is a problem with participant observation?

26. Answer
Going Native

27. What is a problem with overt observation?
Test
What is a problem with overt observation?

28. Answer
Hawthorne Effect