Qualitative Research and Interview tool

Qualitative research

Qualitative research gathers rich data about experiences, motivations, beliefs and mental and social dynamics. It strives for understanding, holistic descriptions and deep insights. Unlike quantitative research, it studies relatively small samples of respondents and rarely, if ever, uses statistical methods for data analysis. Qualitative researchers use a variety of tools and methods in their research.

Role of the Researcher

The main tool of qualitative research (be it in-depth individual interviews, focus groups or observations) is the researcher. Qualitative approaches emphasize the role of the researcher; accept that all data gathering is more or less subjective and value-laden. In many ways, qualitative interviewing is a two-way process.

Interviewing Tools

Interviewing techniques that qualitative research uses often derive from clinical and diagnostic interviews in medicine or psychology. In addition to straight forward questioning, qualitative interviewers use probing, clarification requests, paraphrasing, reflection, laddering and listening techniques to explore the topic in depth.

Most qualitative interviews use a topic list, sometimes called the guide or the agenda. This might be a short overview of all issues that the researcher needs to cover or a more specific list of questions, usually open ended. In all cases, the focus is on obtaining particular information, not on asking a specific, standard question.

Depth Interview

They generally use small samples and also conduct direct one to one personal interviews. A detailed background is provided by the respondents and elaborate data concerning the respondent’s opinions, values, motivation, expression, feeling etc are obtained. Even their non-verbal expressions are observed. They take long time, therefore lengthy observations are involved.

These are conducted to customize individual responses. The questions will depend on what kinds of answers are given. Even interview climate influences the respondents. The success of interviews depends on the rapport of the interviewers established with the respondents.

Advantages of Depth Interview

1.     Lot of detail is provided.

2.     Information obtained is comparatively more accurate.

3.     Personal or intimate topic can also be discussed since the personal rapport is established between the respondent and the interviewer

Disadvantages of Depth Interview

1.     It is difficult to generalize since the interviewers are non-standardized

2.     Since the success depends on the interviewer, there are chances of bias.

3.     Data analysis takes a lot of time.