Interviews
Interviews are a qualitative data collection method where the researcher asks participants questions to explore their experiences, opinions, or behaviours in depth. Interviews are widely used in business research to gain detailed and context-rich insights that cannot be captured through quantitative methods.
On this page:
- What are Interviews in Research
- Types of Interview
- When to Use Interviews
- Advantages and Disadvantages
- How to Conduct Interviews
- Interviews in the Age of AI and Digital Research
| Type | Structure | Flexibility | Typical Use |
|---|---|---|---|
| Structured | Pre-defined questions | Low | Comparability, large samples |
| Semi-structured | Core questions + follow-ups | Medium | Most business research |
| Unstructured | No fixed questions | High | Exploratory studies |
Types of interviews at a glance
Semi-structured interviews are the most commonly used interview format in business research because they balance consistency with flexibility.
What are Interviews in Research?
Interviews can be defined as a qualitative research technique which involves “conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program or situation.”[1]
Interviews enable researchers to explore not only what participants think, but also why they think that way. This makes interviews particularly valuable for gaining in-depth insights into complex or context-specific business issues.
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Types of Interviews
There are three different formats of interviews: structured, semi-structured and unstructured.
Structured interviews consist of a series of pre-determined questions that all interviewees answer in the same order. Data analysis usually tends to be more straightforward because researcher can compare and contrast different answers given to the same questions. Structured interviews are more commonly used in quantitative or highly standardised research.
Unstructured interviews are usually the least reliable from research viewpoint, because no questions are prepared prior to the interview and data collection is conducted in an informal manner. Unstructured interviews can be associated with a high level of bias and comparison of answers given by different respondents tends to be difficult due to the differences in formulation of questions.
Semi-structured interviews contain the components of both, structured and unstructured interviews. In semi-structured interviews, interviewer prepares a set of same questions to be answered by all interviewees. At the same time, additional questions might be asked during interviews to clarify and/or further expand certain issues. This format is the most widely used in business studies because it allows researchers to maintain consistency across interviews while still generating rich qualitative insights.
When to Use Interviews
Compared to questionnaires, interviews provide greater depth and flexibility because researchers can ask follow-up questions, clarify ambiguous responses, and explore emerging themes during the conversation.
| Aspect | Interviews | Questionnaires |
|---|---|---|
| Depth of data | High | Limited |
| Flexibility | High | Low |
| Sample size | Usually small | Usually large |
| Time required | High | Lower |
| Data type | Mostly qualitative | Mostly quantitative |
Interviews vs Questionnaires (At a Glance)
Interviews prioritise depth of understanding, whereas questionnaires prioritise breadth and efficiency.
Interviews are most appropriate when your research aims to explore detailed insights, personal experiences, or complex behaviours.
You should use interviews if:
- You want to understand opinions, perceptions, or experiences
- Your research requires in-depth, qualitative data
- The topic is complex or sensitive
- You need flexibility to ask follow-up questions
- Your sample size is small and focused
Advantages and Disadvantages
One of the main advantages of interviews is the ability to collect detailed and context-rich information directly related to the research objectives. Researchers can clarify responses, explore unexpected themes, and observe non-verbal cues during the interaction.
Interviews are also highly flexible and particularly useful when researching sensitive or complex topics that require deeper explanation and interpretation.
At the same time, interviews can be time-consuming and resource-intensive because arranging, conducting, transcribing, and analysing interviews often requires substantial effort.
In addition, interviews may be affected by interviewer bias or interviewee bias. Participants may provide socially desirable responses, while researchers may unintentionally influence answers through tone, body language, or follow-up questioning.
Because interviews usually involve relatively small samples, findings may also have limited generalisability.
How to Conduct Interviews
When conducting interviews you should have an open mind and refrain from displaying disagreements in any forms when viewpoints expressed by interviewees contradict your own ideas. Moreover, timing and environment need to be scheduled effectively. Specifically, interviews need to be conducted in a relaxed environment, free of any forms of pressure for interviewees whatsoever.
Respected scholars warn that “in conducting an interview the interviewer should attempt to create a friendly, non-threatening atmosphere. Much as one does with a cover letter, the interviewer should give a brief, casual introduction to the study; stress the importance of the person’s participation; and assure anonymity, or at least confidentiality, when possible.”[2]
There is a risk of interviewee bias during the primary data collection process and this would seriously compromise the validity of the project findings. Some interviewer bias can be avoided by ensuring that the interviewer does not overreact to responses of the interviewee. Other steps that can be taken to help avoid or reduce interviewer bias include having the interviewer dress inconspicuously and appropriately for the environment and holding the interview in a private setting. [3]
Interviews in the Age of AI and Digital Research
Digital technologies have significantly transformed interview-based research. Researchers nowadays increasingly conduct interviews through platforms such as Zoom, Microsoft Teams, and Google Meet, making access to geographically dispersed participants easier and more cost-effective.
AI-powered transcription tools can also help researchers transcribe interviews more efficiently. However, you will remain fully responsible for verifying transcript accuracy, protecting confidentiality, and ensuring ethical use of digital tools.
In addition, online interviews may reduce observation of non-verbal communication and create challenges related to internet connectivity, privacy, and participant engagement.
Still unsure if interview is the right data collection method for your research?
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[1] Boyce, C. & Neale, P. (2006) “Conducting in-depth Interviews: A Guide for Designing and Conducting In-Depth Interviews”, Pathfinder International Tool Series
[2] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO
[3] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO