how to conduct a dissertation interview

Qualitative Research 101: Interviewing

5 Common Mistakes To Avoid When Undertaking Interviews

By: David Phair (PhD) and Kerryn Warren (PhD) | March 2022

Undertaking interviews is potentially the most important step in the qualitative research process. If you don’t collect useful, useable data in your interviews, you’ll struggle through the rest of your dissertation or thesis.  Having helped numerous students with their research over the years, we’ve noticed some common interviewing mistakes that first-time researchers make. In this post, we’ll discuss five costly interview-related mistakes and outline useful strategies to avoid making these.

Overview: 5 Interviewing Mistakes

• Not having a clear interview strategy /plan
• Not having good interview techniques /skills
• Not securing a suitable location and equipment
• Not having a basic risk management plan
• Not keeping your “ golden thread ” front of mind

1. Not having a clear interview strategy

The first common mistake that we’ll look at is that of starting the interviewing process without having first come up with a clear interview strategy or plan of action. While it’s natural to be keen to get started engaging with your interviewees, a lack of planning can result in a mess of data and inconsistency between interviews.

There are several design choices to decide on and plan for before you start interviewing anyone. Some of the most important questions you need to ask yourself before conducting interviews include:

• What are the guiding research aims and research questions of my study?
• Will I use a structured, semi-structured or unstructured interview approach?
• How will I record the interviews (audio or video)?
• Who will be interviewed and by whom ?
• What ethics and data law considerations do I need to adhere to?
• How will I analyze my data? 

Let’s take a quick look at some of these.

The core objective of the interviewing process is to generate useful data that will help you address your overall research aims. Therefore, your interviews need to be conducted in a way that directly links to your research aims, objectives and research questions (i.e. your “golden thread”). This means that you need to carefully consider the questions you’ll ask to ensure that they align with and feed into your golden thread. If any question doesn’t align with this, you may want to consider scrapping it.

Another important design choice is whether you’ll use an unstructured, semi-structured or structured interview approach . For semi-structured interviews, you will have a list of questions that you plan to ask and these questions will be open-ended in nature. You’ll also allow the discussion to digress from the core question set if something interesting comes up. This means that the type of information generated might differ a fair amount between interviews.

Contrasted to this, a structured approach to interviews is more rigid, where a specific set of closed questions is developed and asked for each interviewee in exactly the same order. Closed questions have a limited set of answers, that are often single-word answers. Therefore, you need to think about what you’re trying to achieve with your research project (i.e. your research aims) and decided on which approach would be best suited in your case.

It is also important to plan ahead with regards to who will be interviewed and how. You need to think about how you will approach the possible interviewees to get their cooperation, who will conduct the interviews, when to conduct the interviews and how to record the interviews. For each of these decisions, it’s also essential to make sure that all ethical considerations and data protection laws are taken into account.

Finally, you should think through how you plan to analyze the data (i.e., your qualitative analysis method) generated by the interviews. Different types of analysis rely on different types of data, so you need to ensure you’re asking the right types of questions and correctly guiding your respondents.

Simply put, you need to have a plan of action regarding the specifics of your interview approach before you start collecting data. If not, you’ll end up drifting in your approach from interview to interview, which will result in inconsistent, unusable data.

2. Not having good interview technique

While you’re generally not expected to become you to be an expert interviewer for a dissertation or thesis, it is important to practice good interview technique and develop basic interviewing skills .

Let’s go through some basics that will help the process along.

Firstly, before the interview , make sure you know your interview questions well and have a clear idea of what you want from the interview. Naturally, the specificity of your questions will depend on whether you’re taking a structured, semi-structured or unstructured approach, but you still need a consistent starting point . Ideally, you should develop an interview guide beforehand (more on this later) that details your core question and links these to the research aims, objectives and research questions.

Before you undertake any interviews, it’s a good idea to do a few mock interviews with friends or family members. This will help you get comfortable with the interviewer role, prepare for potentially unexpected answers and give you a good idea of how long the interview will take to conduct. In the interviewing process, you’re likely to encounter two kinds of challenging interviewees ; the two-word respondent and the respondent who meanders and babbles. Therefore, you should prepare yourself for both and come up with a plan to respond to each in a way that will allow the interview to continue productively.

To begin the formal interview , provide the person you are interviewing with an overview of your research. This will help to calm their nerves (and yours) and contextualize the interaction. Ultimately, you want the interviewee to feel comfortable and be willing to be open and honest with you, so it’s useful to start in a more casual, relaxed fashion and allow them to ask any questions they may have. From there, you can ease them into the rest of the questions.

As the interview progresses , avoid asking leading questions (i.e., questions that assume something about the interviewee or their response). Make sure that you speak clearly and slowly , using plain language and being ready to paraphrase questions if the person you are interviewing misunderstands. Be particularly careful with interviewing English second language speakers to ensure that you’re both on the same page.

Engage with the interviewee by listening to them carefully and acknowledging that you are listening to them by smiling or nodding. Show them that you’re interested in what they’re saying and thank them for their openness as appropriate. This will also encourage your interviewee to respond openly.

Need a helping hand?

3. Not securing a suitable location and quality equipment

Where you conduct your interviews and the equipment you use to record them both play an important role in how the process unfolds. Therefore, you need to think carefully about each of these variables before you start interviewing.

Poor location: A bad location can result in the quality of your interviews being compromised, interrupted, or cancelled. If you are conducting physical interviews, you’ll need a location that is quiet, safe, and welcoming . It’s very important that your location of choice is not prone to interruptions (the workplace office is generally problematic, for example) and has suitable facilities (such as water, a bathroom, and snacks).

If you are conducting online interviews , you need to consider a few other factors. Importantly, you need to make sure that both you and your respondent have access to a good, stable internet connection and electricity. Always check before the time that both of you know how to use the relevant software and it’s accessible (sometimes meeting platforms are blocked by workplace policies or firewalls). It’s also good to have alternatives in place (such as WhatsApp, Zoom, or Teams) to cater for these types of issues.

Poor equipment: Using poor-quality recording equipment or using equipment incorrectly means that you will have trouble transcribing, coding, and analyzing your interviews. This can be a major issue , as some of your interview data may go completely to waste if not recorded well. So, make sure that you use good-quality recording equipment and that you know how to use it correctly.

To avoid issues, you should always conduct test recordings before every interview to ensure that you can use the relevant equipment properly. It’s also a good idea to spot check each recording afterwards, just to make sure it was recorded as planned. If your equipment uses batteries, be sure to always carry a spare set.

4. Not having a basic risk management plan

Many possible issues can arise during the interview process. Not planning for these issues can mean that you are left with compromised data that might not be useful to you. Therefore, it’s important to map out some sort of risk management plan ahead of time, considering the potential risks, how you’ll minimize their probability and how you’ll manage them if they materialize.

Common potential issues related to the actual interview include cancellations (people pulling out), delays (such as getting stuck in traffic), language and accent differences (especially in the case of poor internet connections), issues with internet connections and power supply. Other issues can also occur in the interview itself. For example, the interviewee could drift off-topic, or you might encounter an interviewee who does not say much at all.

You can prepare for these potential issues by considering possible worst-case scenarios and preparing a response for each scenario. For instance, it is important to plan a backup date just in case your interviewee cannot make it to the first meeting you scheduled with them. It’s also a good idea to factor in a 30-minute gap between your interviews for the instances where someone might be late, or an interview runs overtime for other reasons. Make sure that you also plan backup questions that could be used to bring a respondent back on topic if they start rambling, or questions to encourage those who are saying too little.

In general, it’s best practice to plan to conduct more interviews than you think you need (this is called oversampling ). Doing so will allow you some room for error if there are interviews that don’t go as planned, or if some interviewees withdraw. If you need 10 interviews, it is a good idea to plan for 15. Likely, a few will cancel , delay, or not produce useful data.

5. Not keeping your golden thread front of mind

We touched on this a little earlier, but it is a key point that should be central to your entire research process. You don’t want to end up with pages and pages of data after conducting your interviews and realize that it is not useful to your research aims . Your research aims, objectives and research questions – i.e., your golden thread – should influence every design decision and should guide the interview process at all times. 

A useful way to avoid this mistake is by developing an interview guide before you begin interviewing your respondents. An interview guide is a document that contains all of your questions with notes on how each of the interview questions is linked to the research question(s) of your study. You can also include your research aims and objectives here for a more comprehensive linkage. 

You can easily create an interview guide by drawing up a table with one column containing your core interview questions . Then add another column with your research questions , another with expectations that you may have in light of the relevant literature and another with backup or follow-up questions . As mentioned, you can also bring in your research aims and objectives to help you connect them all together. If you’d like, you can download a copy of our free interview guide here .

Recap: Qualitative Interview Mistakes

In this post, we’ve discussed 5 common costly mistakes that are easy to make in the process of planning and conducting qualitative interviews.

To recap, these include:

If you have any questions about these interviewing mistakes, drop a comment below. Alternatively, if you’re interested in getting 1-on-1 help with your thesis or dissertation , check out our dissertation coaching service or book a free initial consultation with one of our friendly Grad Coaches.

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This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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Interviewing People for Your Dissertation Research

Writing a dissertation for dummies.

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A great way of getting the data you need for your dissertation research question is by interviewing people. You can approach interviewing in a number of ways; the methods you choose depend on what you’re trying to find out. The kinds of methods you can choose include:

Life history

Racial or cultural groups

However, the most common interview methods used for undergraduate dissertations are one-to-one, semi-structured or structured methods and I’m focusing on these methods in the following sections.

Before deciding on using interviewing as a way of generating empirical data you need to think about the advantages and disadvantages of conducting interviews:

Advantages: The flexibility that interviewing allows. You can change the direction of discussion in an interview and capitalise on ideas that come up that you didn’t expect.

Disadvantages: The biggest problem with interviews is the amount of preparation you have to put in and the amount of follow-up time needed (plus the time taken on the interview itself).

The quality of an interview depends on both the interviewer and the person being interviewed. You only have control over how well you carry out the interview and no matter how carefully you choose your subject, you can’t predict the worth of her responses.

Whether you choose a semi-structured or structured method of interviewing, your main task is to listen. The interview is about the person you’re interviewing, and not about you. Keep your comments on the answers you’re given to a minimum.

To help you decide who you want to interview and which method of interviewing to use, you need to think about exactly what kind of data you want to collect. Start by making a list of the sort of facts you’re trying to discover.

You can choose to interview individuals or small groups. When you conduct an interview with a group it’s usually known as running a focus group, which just means that there’s more than one subject and you’re focusing on a particular issue or concern. The points in this section about interviewing are directed mainly at one-on-one interviews, but are also relevant to focus groups.

Preparation is key. Work out what you need to do to make sure that your interview is worthwhile and that you go into the interview with everything planned and organised.

Here are some practical steps to take before carrying out an interview:

Discuss your plans with your tutor or supervisor and get your plans agreed before you go further.

Contact the person you want to interview (by phone, email or letter) and after introducing yourself set out what you’re trying to achieve by doing the interview.

Make an appointment with the person you want to interview at a time to suit her.

If appropriate, make sure that you get permission from your subject to record the interview.

Discuss the timing of the interview with the person you’re interviewing making sure you’re both clear how long the interview is going to take and that you have somewhere suitable to carry out the interview.

Make sure that you’re thoroughly prepared – that you’ve clearly noted your list of questions in the order you’re going to ask them and check that you have pens, pencils, batteries and any other equipment you may need.

Be sure to give yourself enough time for getting to your interview destination; having made certain that you’re expected.

About This Article

This article is from the book:.

• Writing a Dissertation For Dummies ,

About the book author:

Dr Carrie Winstanley is a Principal Lecturer in Education at Roehampton University, London, where she works with both undergraduate and postgraduate students. Carrie was recently named one of the Top 50 university teachers in the UK by the Higher Education Academy, for which she was awarded a national teaching fellowship.

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• Essential Networking when Writing a Dissertation
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Using an interview in a research paper

Consultant contributor: Viviane Ugalde

Using an interview can be an effective primary source for some papers and research projects. Finding an expert in the field or some other person who has knowledge of your topic can allow for you to gather unique information not available elsewhere.

There are four steps to using an interview as a source for your research.

• Know where and how to start.
• Know how to write a good question.
• Know how to conduct an interview.
• Know how to incorporate the interview into your document or project.

Step one: Where to start

First, you should determine your goals and ask yourself these questions:

• Who are the local experts on topic?
• How can I contact these people?
• Does anyone know them to help me setup the interviews?
• Are their phone numbers in the phone book or can I find them on the Internet?

Once you answer these questions and pick your interviewee, get their basic information such as their name, title, and other general details. If you reach out and your interview does not participate, don’t be discouraged. Keep looking for other interview contacts.

Step two: How to write a good question

When you have confirmed an interview, it is not time to come up with questions.

• Learning as much as you can about the person before the interview can help you create questions specific to your interview subject.
• Doing research about your interviewee’s past experience in your topic, or any texts that they have written would be great background research.

When you start to think of questions, write down more questions than you think you’ll need, and prioritize them as you go. Any good questions will answer the 5W and H questions. Asking Who, What, When, Where, Why, and How questions that you need answered for your paper, will help you form a question to ask your interviewee.

When writing a good question, try thinking of something that will help your argument.

• Is your interviewee an advocate for you position?
• Are they in any programs that are related to your research?
• How much experience do they have?

From broad questions like these, you can begin to narrow down to more specific and open-ended questions.

Step three: The interview

If at all possible, arrange to conduct the interview at the subject’s workplace. It will make them more comfortable, and you can write about their surroundings.

• Begin the interview with some small talk in order to give both of you the chance to get comfortable with one another
• Develop rapport that will make the interview easier for both of you.
• Ask open-ended questions
• Keep the conversation moving
• Stay on topic
• The more silence in the room, the more honest the answer.
• If an interesting subject comes up that is related to your research, ask a follow-up or an additional question about it.
• Ask if you can stay in contact with your interview subject in case there are any additional questions you have.

Step four: Incorporating the interview

When picking the material out of your interview, remember that people rarely speak perfectly. There will be many slang words and pauses that you can take out, as long as it does not change the meaning of the material you are using.

As you introduce your interview in the paper, start with a transition such as “according to” or other attributions. You should also be specific to the type of interview you are working with. This way, you will build a stronger ethos in your paper .

The body of your essay should clearly set up the quote or paraphrase you use from the interview responses,. Be careful not to stick a quote from the interview into the body of your essay because it sounds good. When deciding what to quote in your paper, think about what dialogue from the interview would add the most color to your interview. Quotes that illustrate what your interviewer sounded like, or what their personality is are always the best quotes to choose from.

Once you have done that, proofread your essay. Make sure the quotes you used don’t make up the majority of your paper. The interview quotes are supposed to support your argument; you are not supposed to support the interview.

For example, let’s say that you are arguing that free education is better than not. For your argument, you interview a local politician who is on your side of the argument. Rather than using a large quote that explains the stance of both sides, and why the politician chose this side, your quote is there to support the information you’ve already given. Whatever the politician says should prove what you argue, and not give new information.

Step five: Examples of citing your interviews 

Smith, Jane. Personal interview. 19 May 2018.

(E. Robbins, personal communication, January 4, 2018).

Smith also claimed that many of her students had difficulties with APA style (personal communication, November 3, 2018).

Reference list

Daly, C. & Leighton W. (2017). Interviewing a Source: Tips. Journalists Resource.

Driscoll, D. (2018 ). Interviewing. Purdue University

Hayden, K. (2012). How to Conduct an Interview to Write a Paper . Bright Hub Education, Bright Hub Inc.

Hose, C. (2017). How to Incorporate Interviews into Essays. Leaf Group Education.

Magnesi, J. (2017). How to Interview Someone for an Article or Research Paper. Career Trend, Leaf group Media.

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Conducting Research Interviews

The interviewer mindset, quick tips for preparing, developing questions.

• Conducting the Interview
• Applying & Using the Interview

While the research interview is a one-on-one interaction, it's not a normal conversation. As the interviewer, it's expected that you:

• Are knowledgeable on the topic of the interview (this may require some background research)
• Are able to structure and guide the interview to keep it relevant but flexible
• Are able to remember and interpret the information gained in the interview
• Are sensitive to the interviewee's position and their rights
• Do preliminary research on the topic and the interviewee so that you enter the interview with an understanding of what will be discussed.
• Reflect on your goals. What should the interview accomplish? What is important to have recorded in the interview, and why is it important? How can you make the process easy for the interviewee?
• Create a list of topics and questions to explore during the interview. This should not be a strict checklist or a script; rather, it should function as a guide to ensure that you cover all of the content and that the interview stays focused.
• Create an open line of dialog with your interviewee before the interview so that you are comfortable with each other. This can involve going over the process, offering to answer any of their questions, verifying your time and place for the interview, etc.
• Choose and thoroughly familiarize yourself with your recording equipment to minimize any potential issues that may arise during the actual interview.
• Choose an interview space that is relaxed, comfortable, and quiet. You are having a conversation with your interviewee, not an interrogation.
• If you have never interviewed before, feel free to practice for the interview with friends, family, or peers. This will make sure you are prepared for the real thing.

Characteristics of good interview questions

• Open-ended and elicit a long response from the interviewee (can't be answered yes/no or with one word)
• Focus on the experience of the interviewee
• Don't lead the interviewee toward a particular response
• Address a single issue/point (i.e. don't ask multi-part questions)

Writing interview questions

Harvard's Department of Sociology provides some steps to help guide you in the process of writing interview questions (see the link to the guide below).

• Write down the larger research questions of the study. Outline the broad areas of knowledge that are relevant to answering these questions.
• Develop questions within each of these major areas, shaping them to fit particular kinds of respondents. The goal here is to tap into their experiences and expertise.
• Adjust the language of the interview according to the respondent (child, professional, etc.).
• Take care to word questions so that respondents are motivated to answer as completely and honestly as possible.
• Ask “how” questions rather than “why” questions to get stories of process rather than acceptable “accounts” of behavior. “How did you come to join this group . . .?”
• Develop probes that will elicit more detailed and elaborate responses to key questions. The more detail, the better!
• Begin the interview with a “warm-up” question—something that the respondent can answer easily and at some length (though not too long). It doesn’t have to pertain directly to what you are trying to find out (although it might), but this initial rapport-building will put you more at ease with one another and thus will make the rest of the interview flow more smoothly.
• Think about the logical flow of the interview. What topics should come first? What follows more or less “naturally”? This may take some adjustment after several interviews.
• Difficult or potentially embarrassing questions should be asked toward the end of the interview, when rapport has been established.
• The last question should provide some closure for the interview, and leave the respondent feeling empowered, listened to, or otherwise glad that they talked to you.
• Strategies for Qualitative Interviews This handy guide from Harvard's Department of Sociology provides guidance on getting into the interviewer mindset as well as developing and writing interview questions.

Depending on the nature of your assignment or research, you may or may not need to record and transcribe the interview. Review the pros and cons to determine whether recording and transcribing will be worthwhile for you.

• Helps you to recall more details of the interview
• Helps you to thoroughly examine the interview
• It allows other researchers to interpret and reuse the data in new ways
• May be off-putting to interviewees or make them feel pressured
• Transcribing is a time-consuming process; even using a transcription software requires a detailed review of the text

"Strategies for Qualitative Interviews" (n.d.) Harvard. See link above..

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Research Methods Guide: Interview Research

• Introduction
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• Survey Research
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Tutorial Videos: Interview Method

Interview as a Method for Qualitative Research

Goals of Interview Research

• Preferences
• They help you explain, better understand, and explore research subjects' opinions, behavior, experiences, phenomenon, etc.
• Interview questions are usually open-ended questions so that in-depth information will be collected.

Mode of Data Collection

There are several types of interviews, including:

• Face-to-Face
• Online (e.g. Skype, Googlehangout, etc)

FAQ: Conducting Interview Research

What are the important steps involved in interviews?

• Think about who you will interview
• Think about what kind of information you want to obtain from interviews
• Think about why you want to pursue in-depth information around your research topic
• Introduce yourself and explain the aim of the interview
• Devise your questions so interviewees can help answer your research question
• Have a sequence to your questions / topics by grouping them in themes
• Make sure you can easily move back and forth between questions / topics
• Make sure your questions are clear and easy to understand
• Do not ask leading questions
• Do you want to bring a second interviewer with you?
• Do you want to bring a notetaker?
• Do you want to record interviews? If so, do you have time to transcribe interview recordings?
• Where will you interview people? Where is the setting with the least distraction?
• How long will each interview take?
• Do you need to address terms of confidentiality?

Do I have to choose either a survey or interviewing method?

No.  In fact, many researchers use a mixed method - interviews can be useful as follow-up to certain respondents to surveys, e.g., to further investigate their responses.

Is training an interviewer important?

Yes, since the interviewer can control the quality of the result, training the interviewer becomes crucial.  If more than one interviewers are involved in your study, it is important to have every interviewer understand the interviewing procedure and rehearse the interviewing process before beginning the formal study.

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Conducting an interview postgraduate study skills.

Interviews provide a qualitative method of gathering evidence, data or information. Responses are not usually expressed in numerical terms, as might be the case with questionnaires.

If you're planning to carry out interviews as part of a research project, the first things to consider are who you will interview, what kind of information you want to obtain, and the type of interview that will help you to do that.

Unstructured interview . The interviewer uses at most an 'aide memoir' - notes to jog the memory - rather than a list of questions. The interview may be like a conversation, with the interviewer responding to the interviewee and letting them speak freely.

Semi-structured interview . The interviewer has a list of questions or key points to be covered and works through them in a methodical manner. Similar questions are asked of each interviewee, although supplementary questions can be asked as appropriate. The interviewee can respond how they like and does not have to 'tick a box' with their answer.

Structured interview . The interviewer asks the interviewee a series of specific questions, to which a fixed range of answers are possible ('ticking a box'). This is the typical form of interview used in social survey research, and can provide quantitative data, as in a questionnaire.

When you design your project you need to take into account how many people you need to interview to make the research valid or for 'population validity'. If you are investigating a narrow but deep subject you may not need to interview that many people. You may be interested in the opinions and experiences of experts or people with direct experience - a purposive rather than a random sample.

If you are interviewing a small number of people you must make sure that the sample is as appropriate as possible to your research.

Larger samples are normally employed in quantitative research using methods such as questionnaires.

Preparing an interview guide

When preparing an interview guide you need to keep in mind the following points.

• Make sure you introduce yourself and explain the aim of the interview. Also adhere to academic ethics by making sure the interviewee is fully aware of the purpose of the research
• Devise your questions so they help to answer your research question, and make sure all the questions are relevant
• Try and have a sequence to your questions or topics by grouping them in themes that follow a logical sequence
• That said, make sure that you can easily move back and forth between questions or topic areas, as your interviewee may naturally move on to another subject
• Make sure your questions are clear and easy to understand - only use technical or academic language if you are sure your interviewee will understand what you mean
• Do not ask leading questions. Make sure people are free to give their own, honest answers.

Kinds of question

Kvale (1996)* has identified nine types of question asked in qualitative interviews. Keep these in mind when you are composing your interview guide.

• Introducing questions : 'Why did you...?' or 'Can you tell me about...?' Through these questions you introduce the topic.
• Follow up questions : Through these you can elaborate on their initial answer. Questions may include: 'What did you mean...?' or 'Can you give more detail...?'
• Probing questions : You can employ direct questioning to follow up what has been said and to get more detail. 'Do you have any examples?' or 'Could you say more about...?'
• Specifying questions : Such as 'What happened when you said that?' or 'What did he say next?'
• Direct questions : Questions with a yes or no answer are direct questions. You might want to leave these questions until the end so you don't lead the interviewee to answer a certain way.
• Indirect questions : You can ask these to get the interviewee's true opinion.
• Structuring questions : These move the interview on to the next subject. For example, 'Moving on to...'
• Silence : Through pauses you can suggest to the interviewee that you want them to answer the question!
• Interpreting questions : 'Do you mean that...?' or 'Is it correct that...?'

Recording the interview

In both unstructured and semi-structured interviews a method of recording the responses is required. This can be by digital recording or note taking (with the informed consent of the interviewee). In either case the interview process is a flexible one, with the emphasis on the answers given by the interviewee.

You should make sure that your interviewees have agreed to be interviewed. If they agree to be interviewed but decline to be recorded you can still go ahead with the interview, although your note taking would focus on writing down key points.

Transcription

Once you have completed your interviews you will have to transcribe your notes by copying what was said into a word-processed document. Modern digital recorders allow you to download a recording onto a computer and then slow it down to a useful speed. Transcribing can take a very long time - a ten-minute interview could take one hour or more to transcribe, depending on how quickly you can type, how fast the interviewee speaks and how clear the recording is.

If you only have a short time in which to complete a research project make sure you do not over-estimate the number of people you can interview and transcribe.

Once you have completed the interview, reflect on how it went. Was there anything you could have done better? Do you need to add any questions or topic areas? Is there anything you should have explained to the interviewees?

Analysing interviews

Once you have transcribed your interview(s) you may have a lot of data. How are you going to analyse it?

Some of it won't be useful, perhaps because the interviewee didn't keep to the subject, or gave background information which is not needed.

Of the relevant information, you could pick out key points and quotes to illustrate your points. You could also code the information - essentially you could turn a qualitative interview into quantitative data. You would do this by identifying passages of text and applying labels to them to show that they are an example of a theme. For example, if you asked 20 people how they travelled to work and one of the answers given was 'by car' this would be one thematic code. 'By bike' could be another, as could 'walking', etc.

You could perhaps code car as '1' and 'bike' as '2' etc., and then add and analyse the data in a spreadsheet, thus giving you the chance to generate charts and graphs to better illustrate your answers.

You could also use a qualitative research tool such as Nvivo, a program that helps you to classify your data using codes. Alternatively, if you had a small sample you could simply create a table on a piece of paper listing how many people said 'car' and how many said 'bike'.

* Kvale S. (1996) InterViews: An Introduction to Qualitative Research Interviews, Sage Publications, California

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Methodology

• Structured Interview | Definition, Guide & Examples

Structured Interview | Definition, Guide & Examples

Published on January 27, 2022 by Tegan George and Julia Merkus. Revised on June 22, 2023.

A structured interview is a data collection method that relies on asking questions in a set order to collect data on a topic. It is one of four types of interviews .

In research, structured interviews are often quantitative in nature. They can also be used in qualitative research if the questions are open-ended, but this is less common.

While structured interviews are often associated with job interviews, they are also common in marketing, social science, survey methodology, and other research fields.

• Semi-structured interviews : A few questions are predetermined, whereas the other questions aren’t planned.
• Unstructured interviews : None of the questions are predetermined.
• Focus group interviews : The questions are presented to a group instead of one individual.

Table of contents

What is a structured interview, when to use a structured interview, advantages of structured interviews, disadvantages of structured interviews, structured interview questions, how to conduct a structured interview, how to analyze a structured interview, presenting your results, other interesting articles, frequently asked questions about structured interviews.

Structured interviews are the most systematized type of interview. In contrast to semi-structured or unstructured interviews, the interviewer uses predetermined questions in a set order.

Structured interviews are often closed-ended. They can be dichotomous, which means asking participants to answer “yes” or “no” to each question, or multiple-choice. While open-ended structured interviews do exist, they are less common.

Asking set questions in a set order allows you to easily compare responses between participants in a uniform context. This can help you see patterns and highlight areas for further research, and it can be a useful explanatory or exploratory research tool.

Structured interviews are best used when:

• You already have a very clear understanding of your topic, so you possess a baseline for designing strong structured questions.
• You are constrained in terms of time or resources and need to analyze your data efficiently.
• Your research question depends on strong parity between participants, with environmental conditions held constant.

A structured interview is straightforward to conduct and analyze. Asking the same set of questions mitigates potential biases and leads to fewer ambiguities in analysis. It is an undertaking you can likely handle as an individual, provided you remain organized.

Differences between different types of interviews

Make sure to choose the type of interview that suits your research best. This table shows the most important differences between the four types.

Reduced bias

Increased credibility, reliability and validity, simple, cost-effective and efficient, formal in nature, limited flexibility, limited scope.

It can be difficult to write structured interview questions that approximate exactly what you are seeking to measure. Here are a few tips for writing questions that contribute to high internal validity :

• Define exactly what you want to discover prior to drafting your questions. This will help you write questions that really zero in on participant responses.
• Avoid jargon, compound sentences, and complicated constructions.
• Be as clear and concise as possible, so that participants can answer your question immediately.
• Do you think that employers should provide free gym memberships?
• Did any of your previous employers provide free memberships?
• Does your current employer provide a free membership?
• a) 1 time; b) 2 times; c) 3 times; d) 4 or more times
• Do you enjoy going to the gym?

Structured interviews are among the most straightforward research methods to conduct and analyze. Once you’ve determined that they’re the right fit for your research topic , you can proceed with the following steps.

Step 1: Set your goals and objectives

Start with brainstorming some guiding questions to help you conceptualize your research question, such as:

• What are you trying to learn or achieve from a structured interview?
• Why are you choosing a structured interview as opposed to a different type of interview, or another research method?

If you have satisfying reasoning for proceeding with a structured interview, you can move on to designing your questions.

Step 2: Design your questions

Pay special attention to the order and wording of your structured interview questions . Remember that in a structured interview they must remain the same. Stick to closed-ended or very simple open-ended questions.

Step 3: Assemble your participants

Depending on your topic, there are a few sampling methods you can use, such as:

• Voluntary response sampling : For example, posting a flyer on campus and finding participants based on responses
• Convenience sampling of those who are most readily accessible to you, such as fellow students at your university
• Stratified sampling of a particular age, race, ethnicity, gender identity, or other characteristic of interest to you
• Judgment sampling of a specific set of participants that you already know you want to include

Step 4: Decide on your medium

Determine whether you will be conducting your interviews in person or whether your interview will take pen-and-paper format. If conducted live, you need to decide if you prefer to talk with participants in person, over the phone, or via video conferencing.

Step 5: Conduct your interviews

As you conduct your interviews, be very careful that all conditions remain as constant as possible.

• Ask your questions in the same order, and try to moderate your tone of voice and any responses to participants as much as you can.
• Pay special attention to your body language (e.g., nodding, raising eyebrows), as this can bias responses.

After you’re finished conducting your interviews, it’s time to analyze your results.

• Assign each of your participants a number or pseudonym for organizational purposes.
• Transcribe the recordings manually or with the help of transcription software.
• Conduct a content or thematic analysis to look for categories or patterns of responses. In most cases, it’s also possible to conduct a statistical analysis to test your hypotheses .

Transcribing interviews

If you have audio-recorded your interviews, you will likely have to transcribe them prior to conducting your analysis. In some cases, your supervisor might ask you to add the transcriptions in the appendix of your paper.

First, you will have to decide whether to conduct verbatim transcription or intelligent verbatim transcription. Do pauses, laughter, or filler words like “umm” or “like” affect your analysis and research conclusions?

• If so, conduct verbatim transcription and include them.
• If not, conduct intelligent verbatim transcription, which excludes fillers and fixes any grammar issues, and is often easier to analyze.

The transcription process is a great opportunity for you to cleanse your data as well, spotting and resolving any inconsistencies or errors that come up as you listen.

Coding and analyzing structured interviews

After transcribing, it’s time to conduct your thematic or content analysis . This often involves “coding” words, patterns, or themes, separating them into categories for more robust analysis.

Due to the closed-ended nature of many structured interviews, you will most likely be conducting content analysis, rather than thematic analysis.

• You quantify the categories you chose in the coding stage by counting the occurrence of the words, phrases, subjects or concepts you selected.
• After coding, you can organize and summarize the data using descriptive statistics .
• Next, inferential statistics allows you to come to conclusions about your hypotheses and make predictions for future research. 

When conducting content analysis, you can take an inductive or a deductive approach. With an inductive approach, you allow the data to determine your themes. A deductive approach is the opposite, and involves investigating whether your data confirm preconceived themes or ideas.

Content analysis has a systematic procedure that can easily be replicated , yielding high reliability to your results. However, keep in mind that while this approach reduces bias, it doesn’t eliminate it. Be vigilant about remaining objective here, even if your analysis does not confirm your hypotheses .

After your data analysis, the next step is to combine your findings into a research paper .

• Your methodology section describes how you collected the data (in this case, describing your structured interview process) and explains how you justify or conceptualize your analysis.
• Your discussion and results sections usually address each of your coded categories, describing each in turn, as well as how often they occurred.

If you conducted inferential statistics in addition to descriptive statistics, you would generally report the test statistic , p -value , and effect size in your results section. These values explain whether your results justify rejecting your null hypothesis and whether the result is practically significant .

You can then conclude with the main takeaways and avenues for further research.

Example of interview methodology for a research paper

Let’s say you are interested in healthcare on your campus. You attend a large public institution with a lot of international students, and you think there may be a difference in perceptions based on country of origin.

Specifically, you hypothesize that students coming from countries with single-payer or socialized healthcare will find US options less satisfying.

There is a large body of research available on this topic, so you decide to conduct structured interviews of your peers to see if there’s a difference between international students and local students.

You are a member of a large campus club that brings together international students and local students, and you send a message to the club to ask for volunteers.

Here are some questions you could ask:

• Do you find healthcare options on campus to be: excellent; good; fair; average; poor?
• Does your home country have socialized healthcare? Yes/No
• Are you on the campus healthcare plan? Yes/No
• Have you ever worried about your health insurance? Yes/No
• Have you ever had a serious health condition that insurance did not cover? Yes/No
• Have you ever been surprised or shocked by a medical bill? Yes/No

After conducting your interviews and transcribing your data, you can then conduct content analysis, coding responses into different categories. Since you began your research with the theory that international students may find US healthcare lacking, you would use the deductive approach to see if your hypotheses seem to hold true.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Prospective cohort study

Research bias

• Implicit bias
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic
• Social desirability bias

A structured interview is a data collection method that relies on asking questions in a set order to collect data on a topic. They are often quantitative in nature. Structured interviews are best used when: 

• You already have a very clear understanding of your topic. Perhaps significant research has already been conducted, or you have done some prior research yourself, but you already possess a baseline for designing strong structured questions.
• You are constrained in terms of time or resources and need to analyze your data quickly and efficiently.

More flexible interview options include semi-structured interviews , unstructured interviews , and focus groups .

The four most common types of interviews are:

• Structured interviews : The questions are predetermined in both topic and order. 
• Semi-structured interviews : A few questions are predetermined, but other questions aren’t planned.

The interviewer effect is a type of bias that emerges when a characteristic of an interviewer (race, age, gender identity, etc.) influences the responses given by the interviewee.

There is a risk of an interviewer effect in all types of interviews , but it can be mitigated by writing really high-quality interview questions.

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Dissertation Interview – A Short Guide With Helpful Tips

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A dissertation interview is a vital tool in academic research, often serving as a primary source in data collection . These structured, semi-structured, or unstructured dialogueues provide detailed and firsthand insights into the research topic, supplementing or extending other research methods. The design, execution, and analysis of dissertation interviews require careful planning and a clear understanding of the research question to ensure they contribute effectively to the overarching thesis. This guide aims to guide students with helpful tips for dissertation interviews.

Inhaltsverzeichnis

• 1 Dissertation Interview – In a Nutshell
• 2 Definition: Dissertation interview
• 3 Including a dissertation interview
• 4 Referring to a dissertation interview
• 5 Quoting a dissertation interview
• 6 Using the name of the interviewee from the dissertation interview

Dissertation Interview – In a Nutshell

• Transcote the interview accurately for inclusion in the dissertation.
• Situations in which you cannot include a dissertation interview transcript in your appendix.
• How to quote a dissertation interview in your dissertation
• What to consider when using the name of the interviewee.

Definition: Dissertation interview

A dissertation interview is a method of primary data collection used in academic research, typically undertaken for a dissertation or thesis. It can be in the form of a structured, semi-structured, or unstructured interview between the researcher and the interviewee(s), with the goal of gaining detailed, firsthand insights into the research topic. The interview questions are formulated based on the research objectives, and the responses are used to support or explore the thesis argument in depth. The information derived from such interviews often complements secondary data or may serve as the primary basis for the research findings.

• Closed questions only allow for a limited number of predetermined answers.
• Open questions encourage individuals to contribute details of their thoughts and feelings.

Including a dissertation interview

You have conducted interviews as part of your descriptive study for your dissertation. How do you incorporate them? There is a high possibility you do not know what is anticipated since no one ever told you.

Transcoting interviews is a condition for using them in dissertations. This may be accomplished with the use of transcoting software. The transcripts of the interviews might be included as an appendix. Due to the length of the appendix, it may be necessary to submit it as a separate document after discussing your dissertation interview with your supervisor. It is essential to have proof that interviews were conducted.

Referring to a dissertation interview

Include the transcripts of the interviews in an appendix, and then refer to them throughout your dissertation via paraphrasing. This is how paraphrasing works:

• Interviewee A claims that (Appendix 1).
• Through conversation with B, it became apparent that (Appendix 1)

There may be cases when you cannot include a dissertation interview transcript in your appendix. If we cannot make any references to the interview, it may be cited in the following way if you are using the APA format .

• Person A claims that (Individual conversation, December 24th, 2012).

Quoting a dissertation interview

You must use quotation marks if you take somaeone else’s statements in a dissertation interview. Finding fascinating quotations will be much simpler if you understand how to pull useful data out of the individual during the dissertation interview. It’s important to maintain professionalism throughout the dissertation interview.

Using the name of the interviewee from the dissertation interview

Do not copy down the interviewee’s name without considering these two things:

If the identity is important to the study and you have obtained the interviewee’s consent to use it, then you can go ahead. You may use a description instead if you are not authorized to use the name.

How is an interview included in a dissertation?

Use a transitional phrase like “according to” or another reference when introducing your interview in the piece. Likewise, tailor your responses to the particular dissertation interview format you are using. Doing so will give your paper a more credible and convincing character.

Is there a certain number of questions posed in a dissertation interview?

Use two or three queries to get started. Research may become overwhelming in scope if excessive questions are asked. For this reason, you should begin with no more than two or three research topics, but some studies may have more.

When writing a dissertation, how long should an interview last?

They normally take 30 minutes to a few hours to complete and are only done once. It’s common practice in many fields to conduct interviews to gather information.

How likely is it that a dissertation interview will be turned down?

The truth is that defending a dissertation is tough and that some students have theirs turned down. All the academics showing you the ropes on how to write a dissertation that will get you accepted have been rejected at some time in their careers.

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How to conduct qualitative interviews (tips and best practices)

Last updated

18 May 2023

Reviewed by

Miroslav Damyanov

However, conducting qualitative interviews can be challenging, even for seasoned researchers. Poorly conducted interviews can lead to inaccurate or incomplete data, significantly compromising the validity and reliability of your research findings.

When planning to conduct qualitative interviews, you must adequately prepare yourself to get the most out of your data. Fortunately, there are specific tips and best practices that can help you conduct qualitative interviews effectively.

• What is a qualitative interview?

A qualitative interview is a research technique used to gather in-depth information about people's experiences, attitudes, beliefs, and perceptions. Unlike a structured questionnaire or survey, a qualitative interview is a flexible, conversational approach that allows the interviewer to delve into the interviewee's responses and explore their insights and experiences.

In a qualitative interview, the researcher typically develops a set of open-ended questions that provide a framework for the conversation. However, the interviewer can also adapt to the interviewee's responses and ask follow-up questions to understand their experiences and views better.

• How to conduct interviews in qualitative research

Conducting interviews involves a well-planned and deliberate process to collect accurate and valid data. 

Here’s a step-by-step guide on how to conduct interviews in qualitative research, broken down into three stages:

1. Before the interview

The first step in conducting a qualitative interview is determining your research question . This will help you identify the type of participants you need to recruit . Once you have your research question, you can start recruiting participants by identifying potential candidates and contacting them to gauge their interest in participating in the study. 

After that, it's time to develop your interview questions. These should be open-ended questions that will elicit detailed responses from participants. You'll also need to get consent from the participants, ideally in writing, to ensure that they understand the purpose of the study and their rights as participants. Finally, choose a comfortable and private location to conduct the interview and prepare the interview guide.

2. During the interview

Start by introducing yourself and explaining the purpose of the study. Establish a rapport by putting the participants at ease and making them feel comfortable. Use the interview guide to ask the questions, but be flexible and ask follow-up questions to gain more insight into the participants' responses. 

Take notes during the interview, and ask permission to record the interview for transcription purposes. Be mindful of the time, and cover all the questions in the interview guide.

3. After the interview

Once the interview is over, transcribe the interview if you recorded it. If you took notes, review and organize them to make sure you capture all the important information. Then, analyze the data you collected by identifying common themes and patterns. Use the findings to answer your research question. 

Finally, debrief with the participants to thank them for their time, provide feedback on the study, and answer any questions they may have.

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• What kinds of questions should you ask in a qualitative interview?

Qualitative interviews involve asking questions that encourage participants to share their experiences, opinions, and perspectives on a particular topic. These questions are designed to elicit detailed and nuanced responses rather than simple yes or no answers.

Effective questions in a qualitative interview are generally open-ended and non-leading. They avoid presuppositions or assumptions about the participant's experience and allow them to share their views in their own words. 

In customer research , you might ask questions such as:

What motivated you to choose our product/service over our competitors?

How did you first learn about our product/service?

Can you walk me through your experience with our product/service?

What improvements or changes would you suggest for our product/service?

Have you recommended our product/service to others, and if so, why?

The key is to ask questions relevant to the research topic and allow participants to share their experiences meaningfully and informally. 

• How to determine the right qualitative interview participants

Choosing the right participants for a qualitative interview is a crucial step in ensuring the success and validity of the research . You need to consider several factors to determine the right participants for a qualitative interview. These may include:

Relevant experiences : Participants should have experiences related to the research topic that can provide valuable insights.

Diversity : Aim to include diverse participants to ensure the study's findings are representative and inclusive.

Access : Identify participants who are accessible and willing to participate in the study.

Informed consent : Participants should be fully informed about the study's purpose, methods, and potential risks and benefits and be allowed to provide informed consent.

You can use various recruitment methods, such as posting ads in relevant forums, contacting community organizations or social media groups, or using purposive sampling to identify participants who meet specific criteria.

• How to make qualitative interview subjects comfortable

Making participants comfortable during a qualitative interview is essential to obtain rich, detailed data. Participants are more likely to share their experiences openly when they feel at ease and not judged. 

Here are some ways to make interview subjects comfortable:

Explain the purpose of the study

Start the interview by explaining the research topic and its importance. The goal is to give participants a sense of what to expect.

Create a comfortable environment

Conduct the interview in a quiet, private space where the participant feels comfortable. Turn off any unnecessary electronics that can create distractions. Ensure your equipment works well ahead of time. Arrive at the interview on time. If you conduct a remote interview, turn on your camera and mute all notetakers and observers.

Build rapport

Greet the participant warmly and introduce yourself. Show interest in their responses and thank them for their time.

Use open-ended questions

Ask questions that encourage participants to elaborate on their thoughts and experiences.

Listen attentively

Resist the urge to multitask . Pay attention to the participant's responses, nod your head, or make supportive comments to show you’re interested in their answers. Avoid interrupting them.

Avoid judgment

Show respect and don't judge the participant's views or experiences. Allow the participant to speak freely without feeling judged or ridiculed.

Offer breaks

If needed, offer breaks during the interview, especially if the topic is sensitive or emotional.

Creating a comfortable environment and establishing rapport with the participant fosters an atmosphere of trust and encourages open communication. This helps participants feel at ease and willing to share their experiences.

• How to analyze a qualitative interview

Analyzing a qualitative interview involves a systematic process of examining the data collected to identify patterns, themes, and meanings that emerge from the responses. 

Here are some steps on how to analyze a qualitative interview:

1. Transcription

The first step is transcribing the interview into text format to have a written record of the conversation. This step is essential to ensure that you can refer back to the interview data and identify the important aspects of the interview.

2. Data reduction

Once you’ve transcribed the interview, read through it to identify key themes, patterns, and phrases emerging from the data. This process involves reducing the data into more manageable pieces you can easily analyze.

The next step is to code the data by labeling sections of the text with descriptive words or phrases that reflect the data's content. Coding helps identify key themes and patterns from the interview data.

4. Categorization

After coding, you should group the codes into categories based on their similarities. This process helps to identify overarching themes or sub-themes that emerge from the data.

5. Interpretation

You should then interpret the themes and sub-themes by identifying relationships, contradictions, and meanings that emerge from the data. Interpretation involves analyzing the themes in the context of the research question .

6. Comparison

The next step is comparing the data across participants or groups to identify similarities and differences. This step helps to ensure that the findings aren’t just specific to one participant but can be generalized to the wider population.

7. Triangulation

To ensure the findings are valid and reliable, you should use triangulation by comparing the findings with other sources, such as observations or interview data.

8. Synthesis

The final step is synthesizing the findings by summarizing the key themes and presenting them clearly and concisely. This step involves writing a report that presents the findings in a way that is easy to understand, using quotes and examples from the interview data to illustrate the themes.

• Tips for transcribing a qualitative interview

Transcribing a qualitative interview is a crucial step in the research process. It involves converting the audio or video recording of the interview into written text. 

Here are some tips for transcribing a qualitative interview:

Use transcription software

Transcription software can save time and increase accuracy by automatically transcribing audio or video recordings.

Listen carefully

When manually transcribing, listen carefully to the recording to ensure clarity. Pause and rewind the recording as necessary.

Use appropriate formatting

Use a consistent format for transcribing, such as marking pauses, overlaps, and interruptions. Indicate non-verbal cues such as laughter, sighs, or changes in tone.

Edit for clarity

Edit the transcription to ensure clarity and readability. Use standard grammar and punctuation, correct misspellings, and remove filler words like "um" and "ah."

Proofread and edit

Verify the accuracy of the transcription by listening to the recording again and reviewing the notes taken during the interview.

Use timestamps

Add timestamps to the transcription to reference specific interview sections.

Transcribing a qualitative interview can be time-consuming, but it’s essential to ensure the accuracy of the data collected. Following these tips can produce high-quality transcriptions useful for analysis and reporting.

• Why are interview techniques in qualitative research effective?

Unlike quantitative research methods, which rely on numerical data, qualitative research seeks to understand the richness and complexity of human experiences and perspectives. 

Interview techniques involve asking open-ended questions that allow participants to express their views and share their stories in their own words. This approach can help researchers to uncover unexpected or surprising insights that may not have been discovered through other research methods.

Interview techniques also allow researchers to establish rapport with participants, creating a comfortable and safe space for them to share their experiences. This can lead to a deeper level of trust and candor, leading to more honest and authentic responses.

• What are the weaknesses of qualitative interviews?

Qualitative interviews are an excellent research approach when used properly, but they have their drawbacks. 

The weaknesses of qualitative interviews include the following:

Subjectivity and personal biases

Qualitative interviews rely on the researcher's interpretation of the interviewee's responses. The researcher's biases or preconceptions can affect how the questions are framed and how the responses are interpreted, which can influence results.

Small sample size

The sample size in qualitative interviews is often small, which can limit the generalizability of the results to the larger population.

Data quality

The quality of data collected during interviews can be affected by various factors, such as the interviewee's mood, the setting of the interview, and the interviewer's skills and experience.

Socially desirable responses

Interviewees may provide responses that they believe are socially acceptable rather than truthful or genuine.

Conducting qualitative interviews can be expensive, especially if the researcher must travel to different locations to conduct the interviews.

Time-consuming

The data analysis process can be time-consuming and labor-intensive, as researchers need to transcribe and analyze the data manually.

Despite these weaknesses, qualitative interviews remain a valuable research tool . You can take steps to mitigate the impact of these weaknesses by incorporating the perspectives of other researchers or participants in the analysis process, using multiple data sources , and critically analyzing your biases and assumptions.

Mastering the art of qualitative interviews is an essential skill for businesses looking to gain deep insights into their customers' needs , preferences, and behaviors. By following the tips and best practices outlined in this article, you can conduct interviews that provide you with rich data that you can use to make informed decisions about your products, services, and marketing strategies. 

Remember that effective communication, active listening, and proper analysis are critical components of successful qualitative interviews. By incorporating these practices into your customer research, you can gain a competitive edge and build stronger customer relationships.

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Best Way To Include An Interview In A Dissertation​

In relation to interviews, using quotes from interviews, mentioning the interviewee’s name.

• Is it okay if you mention the name? Before including the interviewee’s name in a dissertation, you should ask yourself this question. Determine if the name may be mentioned in consultation with the interviewee. In some cases, the interviewee does not wish to be interviewed. This could be the case if you’ve had an interview with an employee and the employee doesn’t want his or her employer to be able to read the answers since it might jeopardize their working relationship. Another scenario in which this can happen is when the interviewer asks really intimate questions.
• Is it necessary to mention the name? The second consideration is whether or not it is necessary to mention the name. Is there anything it adds to your research? The name of the interviewee is less significant when the interviewee is an unknown individual you encountered on the street. However, if you’ve spoken with the CEO of a significant corporation, it’s important to include his or her name. In the second situation, include a brief introduction so that the dissertation reader understands who this individual is right away.

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How to Incorporate An Interview In Your Dissertation Project

by  Antony W

June 28, 2024

The first step to writing a dissertation is to conduct in-depth research, and one of the ways to get the data for the assignment is to conduct a series of interviews with people who have experience in your field of research. But how do you incorporate an interview in a dissertation?

There’s a high chance your instructor hasn’t touched on this topic yet, and therefore it’s highly likely that you don’t know what they expect to see.

Fortunately, including interviews in your dissertation isn’t difficult at all. In this guide, you’ll learn the right way to include interviews in your thesis or dissertation assignment.

How to Incorporate an Interview in a Dissertation

There are two steps to include an interview in a dissertation project . You first have to transcribe the interview and then add the written transcript to your document.

Transcribing Your Interview

Transcribing an interview takes time, but it’s the only option you have if you must include an interview in your dissertation. You can use a transcription software to do the work yourself, or hire a transcription service to save time.

To transcribe an interview to include in your dissertation:

• Choose your transcription method
• Determine which transcription software to use
• Transcribe the audio
• Analyze the transcript and then

Here’s a further explanation for these steps for better understanding and more clarity:

Choose Your Transcription Method

There are three forms of transcription methods, and the one you choose to use depends on what you would like to achieve.

• Verbatim transcription: This is where you write every word and expression of emotions of the interview. Note that this transcription method is suitable in the type of research where you’re interested in what someone said and how they said what they said.
• Intelligent verbatim transcription: Here, you write every word you here, but you filter out fillers that don’t add value to the text. Feel free to enhance readability by shortening long paragraphs, fixing broken sentences, and correcting grammar mistakes. By using this method, you assume that you’re not interested in expression of hesitation and emotion because you lose them in the process.
• Edited transcription: This is an edited version of the intelligent verbatim transcript. Here’s where you remove fillers and irrelevance sentences from the transcript to enhance the relevance of the story.

Choose a Transcription Software

Now that you’ve determined your transcription method, it’s the next step is to choose a software solution that you can use to convert speech to text.

While transcribing takes time, developers are working around the clock to develop solutions that can make the process easy.

With the availability of transcription software solutions that work well, you can speed up the transcription process and have your transcript ready within the shortest time possible.

When choosing a transcription software for the interview for your dissertation, it’s important to choose an option that guarantees conversion accuracy.

Therefore, you should consider a transcription software that’s not only easy to use but also accurate when it comes to converting speech to text.

Examples of transcription software that you can use include:

• Happy Scribe: We recommend this software because it features a clean, user-friendly editor. In addition to easily recognizing the speaker, Happy Scribe can omit fillers and correct the use of periods and capitalization. The only problem with it is that it doesn’t insert punctuations except for periods.
• Trint: Trint transcription software has a very simple interface, so it should be easy to figure out. It can ignore music from videos and it has a decent level of speaker recognition. Like Happy Scribe, Trint won’t insert punctuation in the transcript except for periods.
• Transcribe: The Transcribe software is another cheaper solution with great speaker recognition. The best thing about this software is that it even includes punctuation and can places commas where appropriate.

Transcribe the Audio

This should be a no brainer because you’ve already figured out what transcription method you would like to use.

We do like to recommend the edited transcription option because it omits fillers and irrelevant sentences to enhance clarity, relevance, and accuracy.

You may have to alter the transcript if the quality of the audio of the interview wasn’t up to the best standard.

You can also make changes to the transcript if you feel like the conversation would come out well with additional clarification.

Analyze the Transcript

The final step in transcribing an interview for your dissertation is to analyze the transcript using the coding and categorizing technique.

The technique looks at the link between keywords and the answers given to the questions, which is what makes it possible for you to find the connection between the answers that different respondents give.

Adding Your Interview to the Dissertation

Here’s where you take the transcribed version of the interview and add it to the appendix section of your dissertation.

Depending on the length of the interview, the appendix can be small or extremely large.

Shorter interviews won’t make the appendix long, so it’s fine to include it as part of the dissertation assignment.

Longer interviews, on the other hand, can easily make the appendix extremely large.

In such a case, it’s important to consult your supervisor to determine whether it would be fine to submit the appendix as a separate document.

Once you add an interview to the appendix section of your paper, you’re free to refer to them in the body section of the dissertation by paraphrasing.

Note that you will need to quote the interview if you have copied the words of the interviewee word-by-word. You might have to go back to the interview to get some interesting quotes to include in your dissertation.

One last thing you need to consider is the name of the interviewee. First, ask the interviewee if it would be okay to mention their names in your paper. Some people prefer to be anonymous, especially if they’ve shared personal information with you. Second, determine whether adding the name of the interviewee would add value to the dissertation.

About the author 

Antony W is a professional writer and coach at Help for Assessment. He spends countless hours every day researching and writing great content filled with expert advice on how to write engaging essays, research papers, and assignments.

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General Handbooks and Overviews

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• Types of Interviews
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• Interviews as a Method for Qualitative Research (video) This short video summarizes why interviews can serve as useful data in qualitative research.  
• InterViews by Steinar Kvale  Interviewing is an essential tool in qualitative research and this introduction to interviewing outlines both the theoretical underpinnings and the practical aspects of the process. After examining the role of the interview in the research process, Steinar Kvale considers some of the key philosophical issues relating to interviewing: the interview as conversation, hermeneutics, phenomenology, concerns about ethics as well as validity, and postmodernism. Having established this framework, the author then analyzes the seven stages of the interview process - from designing a study to writing it up.  
• Practical Evaluation by Michael Quinn Patton  Surveys different interviewing strategies, from, a) informal/conversational, to b) interview guide approach, to c) standardized and open-ended, to d) closed/quantitative. Also discusses strategies for wording questions that are open-ended, clear, sensitive, and neutral, while supporting the speaker. Provides suggestions for probing and maintaining control of the interview process, as well as suggestions for recording and transcription.  
• The SAGE Handbook of Interview Research by Amir B. Marvasti (Editor); James A. Holstein (Editor); Jaber F. Gubrium (Editor); Karyn D. McKinney (Editor)  The new edition of this landmark volume emphasizes the dynamic, interactional, and reflexive dimensions of the research interview. Contributors highlight the myriad dimensions of complexity that are emerging as researchers increasingly frame the interview as a communicative opportunity as much as a data-gathering format. The book begins with the history and conceptual transformations of the interview, which is followed by chapters that discuss the main components of interview practice. Taken together, the contributions to The SAGE Handbook of Interview Research: The Complexity of the Craft encourage readers simultaneously to learn the frameworks and technologies of interviewing and to reflect on the epistemological foundations of the interview craft.
• International Congress of Qualitative Inquiry They host an annual confrerence at the University of Illinois at Urbana-Champaign, which aims to facilitate the development of qualitative research methods across a wide variety of academic disciplines, among other initiatives.
• METHODSPACE An online home of the research methods community, where practicing researchers share how to make research easier.
• Social Research Association, UK The SRA is the membership organisation for social researchers in the UK and beyond. It supports researchers via training, guidance, publications, research ethics, events, branches, and careers.
• Social Science Research Council The SSRC administers fellowships and research grants that support the innovation and evaluation of new policy solutions. They convene researchers and stakeholders to share evidence-based policy solutions and incubate new research agendas, produce online knowledge platforms and technical reports that catalog research-based policy solutions, and support mentoring programs that broaden problem-solving research opportunities.
• << Previous: Taguette
• Next: Types of Interviews >>

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How to Conduct Interviews in Qualitative Research: Interview Guidelines for Qualitative Research

Rev › Blog › Market Research › How to Conduct Interviews in Qualitative Research: Interview Guidelines for Qualitative Research

Qualitative research interviews are depth interviews. They elicit detailed feedback from your leads and customers. Unstructured interviews reveal why people react in a certain way or make certain decisions. According to The Hartford , qualitative research provides an anecdotal look into your business. That provides an important form of data.

Why Your Business Should Use a Qualitative Interview Process

Qualitative research helps business owners:

• Identify customer needs
• Clarify marketing messages
• Generate ideas for improvements of a product
• Decide to extend a line or brand
• Gain perspective on how a product fits into a customer’s lifestyle

How Is Conducting Qualitative Research & Quantitative Research Different?

Quantitative research concerns measurable quantities and numbers. It involves close-ended questions. Answer possibilities include yes or no, true or false, or various set choices. Qualitative research is descriptive and concerned with understanding behavior. It invites people to tell their stories in their own words.

Examples of Qualitative Research

Qualitative research helps researchers understand the social reality of individuals, groups and cultures. Qualitative research for businesses involves understanding consumer behavior. It can involve ethnographic techniques, including participant observation and field research. It also includes phenomenology, understanding life experiences using written or recorded narratives. Qualitative research also includes in-depth interviews.

What Is a Qualitative Interview?

A qualitative interview is a more personal form of research compared to questionnaires. The interviewer can probe or ask follow-up research questions of the interview participant. In some cases, subjects may start to interview the interviewer. This fosters deep discussion of the interview topic.

Why Are Interview Techniques in Qualitative Research Effective?

Qualitative research interviews help you explain, understand and explore opinions, behavior and experiences. Qualitative research can provide insights into a phenomenon. Qualitative research discoveries can be further researched and analyzed to influence business decisions.

How Are Interviews in Qualitative Research Formatted?

Qualitative research interviews may take place one-on-one or in focus groups. Learn how to run a successful focus group . Interviews span around 30 to 90 minutes. The interview can take place in person, over the phone or through video chat. The interviewer collects information about opinions, behavior, attitudes, feelings, preferences and knowledge.

How to Conduct Interviews in Qualitative Research

1. determine your goal., 2. target people to interview., 3. design interview questions., 4. prep the interview., 5. conduct the interview., 6. transcribe and analyze the interview., 7. optimize and evolve your interview guide., the first step in qualitative research: determine your goal.

Determine what you want to study:

• A current or potential product, service or brand positioning
• Strengths and weaknesses in products
• Purchasing decisions
• Reactions to advertising or marketing campaigns
• Usability of a website or other interactive services
• Perceptions about the company, brand or product
• Reactions to packaging and design

How Can You Decide a Goal for a Qualitative Interview?

Have your business team ask the following questions: 

• What information do you want to get?
• Why do you want to pursue in-depth information about this research topic?
• Why is a qualitative interview process the best solution for this research?
• How will you use qualitative data to improve your business? 

How to Determine the Right Interview Participants

When looking for people to talk to for a qualitative interview, consider your goal. If you want to expand a product line, interview existing customers about their needs. If you’re researching marketing, ask new customers how they found your business. Match interview subjects with the goal of the interview.

How to Design Interview Questions for Qualitative Research

When you’re creating an interview guide, it’s a good idea to: 

• Plan structured interviews with open ended questions.
• Avoid leading questions.
• Create interview questions that are clear and easy to understand.
• Make research questions focused but flexible.
• Design questions that align with data collection and data analysis goals.

Tips for Preparing a Qualitative Research Interview

Preparation improves interview effectiveness. Tips to prepare include:

• Create an interview guide. The guide should include questions, question intent and answer-based paths to take.
• Choose a setting where the subject feels comfortable.
• Build rapport with interview participants.
• Have a reliable way to record the interview.
• Rehearse the interview first.

Environmental Concerns for Qualitative Interviews

The setting of a qualitative interview also affects the quality of the interview. Consider the needs of the subject. For example, if you’re interviewing a teenager, a formal boardroom may not be the best setting. Some cultures may not value direct eye contact. An interview that’s non-face-to-face may be better.

How to Make Qualitative Interview Subjects Comfortable

For long interviews, offer water and breaks to participants. Be polite and respectful when interacting with interview subjects. Let interview participants know the purpose of the research. Explain exactly how you’ll use their answers. Address terms of confidentiality if necessary. Thank participants after the interview and let them know what to expect next.

What Are Interview Techniques in Qualitative Research?

Qualitative research techniques include:

• Start interviews with “get-to-know-you” questions to put the interview participant at ease.
• Pay attention.
• Use active listening techniques.
• Watch for body language cues.
• Pivot questions as needed.
• Acknowledge emotions.
• Avoid interrogation.
• Ending interviews, ask subjects if they have anything to add.

What Is Active Listening in Interviews in Qualitative Research?

Active listening techniques include: 

• Make eye contact.
• Lean in and use body language to show you’re listening.
• Don’t get distracted by devices.
• Use verbal affirmation.
• Paraphrase answers for reflection.
• Reference earlier answers.
• Avoid interrupting.
• Embrace pauses.
• Ask for clarification.
• Pay attention in the moment.

Tips for Transcribing a Qualitative Interview

It’s best to transcribe and analyze a qualitative research interview right away. This helps you optimize future interviews. Transcribe the interview word for word. Note non-verbal interactions in your transcription. Interactions like pauses and laughter can provide deeper insights into responses.

How to Analyze a Qualitative Interview

Analyze your qualitative research data early. That way, you can identify emerging themes to shape future interviews. Consider adding these to each interview report:

• The goal of the interview
• Details about the interview participant
• Questions asked, summarized responses and key findings
• Recommendations

Relate the analysis to the goal of the qualitative research interview.

Optimize the Interview Guide for Qualitative Research

Each interview can help you improve the efficiency and effectiveness of future ones. Adjust your interview guide based on insights from each previous interview. Keep all versions of your transcriptions and interview guides with notes on them. You can reference these for future qualitative research.

Get Reliable Transcription Services for Qualitative Research Interviews

As mentioned, you should transcribe qualitative research interviews as soon as possible. There are several reasons for this.

• You can gain insights that help you shape your interview guide. You might identify questions to add or questions to clarify.
• Your interview participants may not be appropriate for this type of qualitative research. Finding more targeted interview subjects may be better.
• Answers may evolve the qualitative research goal and/or data analysis.

At Rev, we understand the need for fast transcription for accurate market research. We provide a turnaround time of as few as 12 hours, no matter how big your project is. We guarantee 99%+ accuracy. Learn about Rev’s market research transcription . We can help make your qualitative research project a success.

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