Designing Research » Interviews

What you'll learn this session

Study time: 30 minutes

What interviews are and their purpose in psychological research
Different types of interviews: structured, semi-structured and unstructured
Advantages and disadvantages of using interviews
How to design effective interview questions
Ethical considerations when conducting interviews
How to analyse interview data

Introduction to Interviews in Psychology

Interviews are a popular research method in psychology where researchers ask participants questions to gather information about their thoughts, feelings, behaviours and experiences. Unlike questionnaires, interviews involve direct conversation between the researcher and participant, allowing for more detailed responses and the opportunity to clarify questions.

Key Definitions:

Interview: A research method involving a conversation between a researcher and participant, where questions are asked to obtain information.
Interviewer: The person asking questions and conducting the interview.
Interviewee: The participant answering the questions.
Rapport: The positive relationship built between interviewer and interviewee.

Types of Interviews

Psychologists use different types of interviews depending on their research aims. Each type offers different levels of structure and flexibility:

📝 Structured Interviews

These follow a strict script with pre-determined questions asked in a specific order. All participants are asked exactly the same questions in the same way.

Features:

Fixed set of questions
Standardised delivery
Often closed questions with limited response options
Minimal interviewer flexibility

Example: "On a scale of 1-5, how anxious do you feel before exams?"

💬 Semi-structured Interviews

These use a framework of questions but allow the interviewer to adapt and explore responses in more detail.

Features:

Prepared questions but flexible delivery
Mix of open and closed questions
Interviewer can ask follow-up questions
Allows for unexpected topics to emerge

Example: "How do you feel before exams? Can you tell me more about that?"

🗣 Unstructured Interviews

These are conversational with minimal planning. The interviewer has topics to cover but no specific questions prepared.

Features:

No predetermined questions
Conversation-like approach
Mostly open questions
Maximum flexibility

Example: "Tell me about your experiences with school assessments."

👥 Focus Groups

A type of group interview where multiple participants discuss topics together.

Features:

Multiple participants (usually 6-10)
Facilitator guides discussion
Participants interact with each other
Generates data through group dynamics

Example: A group of teenagers discussing social media pressure.

Advantages and Disadvantages of Interviews

👍 Advantages

Rich data: Provides detailed, in-depth information
Flexibility: Can adapt questions based on responses
Clarification: Misunderstandings can be addressed immediately
Non-verbal cues: Body language and tone provide additional information
Rapport: Builds trust, encouraging honest responses
Suitable for sensitive topics: When handled properly
Accessible: Can be used with people who struggle with reading/writing

👎 Disadvantages

Time-consuming: Takes longer than questionnaires
Smaller samples: Fewer participants can be included
Interviewer bias: The interviewer may influence responses
Social desirability bias: Participants may give "good" answers
Difficult analysis: Qualitative data is complex to analyse
Lack of anonymity: Face-to-face nature may limit honesty
Inconsistency: Hard to replicate exactly (especially unstructured)

Designing Effective Interview Questions

Creating good interview questions is crucial for gathering useful data. Here are some guidelines:

✅ Do's

Use clear, simple language
Ask one thing at a time
Include open questions for detail
Start with easier questions
Remain neutral in wording

❌ Don'ts

Avoid jargon or complex terms
Don't ask leading questions
Avoid double-barrelled questions
Don't use loaded language
Avoid assumptions

💡 Question Types

Open: "How do you feel about...?"
Closed: "Do you enjoy school?"
Probing: "Can you tell me more?"
Hypothetical: "What would you do if...?"
Reflective: "So you're saying that...?"

Case Study Focus: Loftus and Palmer (1974)

Elizabeth Loftus and John Palmer used structured interviews in their famous eyewitness testimony study. After showing participants videos of car accidents, they interviewed them about what they saw. The researchers demonstrated how the wording of questions (e.g., "How fast were the cars going when they smashed/hit/contacted each other?") significantly influenced participants' speed estimates and memory of the events. This study highlights how even subtle differences in interview questions can affect responses.

Conducting Interviews: Best Practices

Following these guidelines will help ensure your interviews generate reliable, valid data:

🛠 Preparation

Plan your questions in advance
Pilot test your interview schedule
Prepare your recording equipment
Find a quiet, comfortable location
Ensure privacy and confidentiality
Prepare information sheets and consent forms

🤝 During the Interview

Build rapport before starting
Explain the purpose and process
Use active listening techniques
Maintain neutral body language
Give participants time to think
Avoid interrupting
Take notes if necessary

Ethical Considerations

Interviews can explore personal or sensitive topics, making ethical considerations particularly important:

Informed consent: Participants must understand what the interview involves
Right to withdraw: Participants can stop at any time
Confidentiality: Personal information must be protected
Anonymity: Identities should be disguised in reports
Avoiding distress: Questions should be sensitively phrased
Debriefing: Explain the purpose after the interview
Data protection: Store recordings and transcripts securely

Analysing Interview Data

Interviews typically generate qualitative data that requires specific analysis approaches:

📊 Thematic Analysis

A common method involving identifying patterns or themes in the data:

Transcribe the interviews
Read through data multiple times
Generate initial codes
Search for themes among codes
Review and refine themes
Define and name themes
Write up findings

🔍 Content Analysis

A more systematic approach that can include quantitative elements:

Transcribe the interviews
Define categories for analysis
Code the data according to categories
Count frequencies of codes
Compare frequencies across participants
Interpret patterns
Report findings with examples

Evaluating the Quality of Interview Research

When evaluating interview studies, consider these factors:

Validity: Did the interviews measure what they intended to?
Reliability: Would similar results be found if repeated?
Representativeness: Can the findings be generalised?
Researcher bias: How might the interviewer have influenced responses?
Participant honesty: Were participants likely to be truthful?
Analysis quality: Was the data analysis rigorous and transparent?

Real-World Application: Clinical Psychology

Clinical psychologists regularly use semi-structured interviews to assess patients' mental health. The Mental State Examination (MSE) is a structured interview framework that helps clinicians evaluate a person's appearance, behaviour, mood, speech, thought processes and cognitive function. This standardised approach ensures thorough assessment while still allowing flexibility to explore individual experiences. Interviews like these form a crucial part of diagnosis and treatment planning in mental health settings.

🧠 Test Your Knowledge!