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An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee , in an alternating series of usually brief questions and answers.
Research interviews are an important method of data collection in qualitative research. An interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee, in an alternating series of usually brief questions and answers, to elicit information.
Since a semi-structured interview is a combination of an unstructured interview and a structured interview, it has the advantages of both. The interviewees can express their opinions and ask questions to the interviewers during the interview, which encourages them to give more useful information, such as their opinions toward sensitive issues, to the qualitative research.
Oakley is a well-known pioneer in the unstructured interview research approach directed towards qualitative research that challenges existing power imbalances within the relationships of the interviewer and the interviewee. Oakley sees both issues as interlinked or, as she puts it "no intimacy without reciprocity". [41]
Used in qualitative research, the interviews involve a group of people who are asked about their perceptions, attitudes, opinions, beliefs, and views regarding many different topics (e.g., abortion, political candidates or issues, a shared event, needs assessment). Group members are often free to talk and interact with each other.
Interviews are the most used form of data collection in qualitative research. [3] Interviews are used in marketing research as a tool that a firm may utilize to gain an understanding of how consumers think, or as a tool in the form of cognitive interviewing (or cognitive pretesting) for improving questionnaire design.
Qualitative research methodologies are oriented towards developing an understanding of the meaning and experience dimensions of human lives and their social worlds. Good qualitative research is characterized by congruence between the perspective that informs the research questions and the research methods used.
In qualitative research, a member check, also known as informant feedback or respondent validation, is a technique used by researchers to help improve the accuracy, credibility, validity, and transferability (also known as applicability, internal validity, [1] or fittingness) of a study. [2]