An interview is a conversation between two or more people where questions are asked by the interviewer to elicit facts or statements from the interviewee
Interviews techniques have the following advantages:
Insights : The researcher is likely to gain valuable insights based on the depth of the information gathered and the wisdom of “key informants”.
- Equipment: Interviews require only simple equipment and build on conversation skills, which researchers already have
- Information Priorities: Interviews are a good method for producing data based on the informant’s priorities, opinions, and ideas. Informants have the opportunity to expand their ideas, explain their views and identify what regard as their crucial factors.
- Flexibility: Interviews are more flexible as a method of data collection. During adjustments to the line of inquiry can be made.
- Validity: Direct contact at the point of the interview means that data can be checked for accuracy and relevance as they are collected.
- High response rate: Interviews are generally pre-arranged and scheduled for a convenient time and location. This ensures a relatively high response rate.
- Therapeutic: Interviews can be a rewarding experience for the informant, compared with questionnaires, observation, and experiments, there is a more personal element to the method and people end to enjoy the rather rare chance to talk about their ideas at length to a person whose purpose is to listen and note the ideas without being critical.
- Depth Information Interviews are particularly good at producing data that deal with topics in-depth and in detail. Subjects can be probed, issues pursued, lines of investigation followed over a relatively long period.