Interviews/Questionnaires, Qualitative/Quantitative, Primary/Secondary

Interviews

• Structured
• Questions asked in a fixed order (pre determined).
• Unstructured
• Conversational - Interviewee can elaborate.
• Interaction is free flowing.
• Semi-Structured
• Questions worked out in advance but follow up questions are common.
• AO3
• Structured
• Easy to replicate - minimised differences between interviewers.
• Not possible to elaborate on points - frustrating
• Unstructured
• Flexibility - insight into the worldview of the interviewee.
• Have to sift through irrelevant information - firm conclusions difficult to reach.
• Interviewees may lie to look socially desirable.

Questionnaires

• Open Questions
• No fixed answer
• Qualitative data
• Rich depth and detail
• Difficult to analyse
• Closed Questions
• Fixed responses
• Qualitative data
• Easy to analyse
• Lacks depth and detail

Qualitative and Quantitative

• Info not in numerical form (E.g. diaries, open ended questionnaires etc)
• More detail - participants can develop on their thoughts and opinions.
• Greater external validity due to more insights.
• Difficult to analyse - patterns are hard to identify as it can't be summarised statistically.
• Subject to bias if the researcher had preconceptions.
• Info in numerical form (E.g. graphs, tables of raw data)
• Easily analysed
• Objective - less open to bias
• Narrower in scope so may not represent 'real life'.

Primary and Secondary

• Primary Data
• Factual, first-hand, by a person who was part of the study.
• Specifically targets required information so 'fits the job'.
• Requires time and effort - considerable planning, preparation and resources are needed.
• Secondary Data
• Analysis and interpretation of primary research - Results from primary research are explained.
• Inexpensive and requires less effort as primary data already exists.
• Variation in quality and/or accuracy - outdated or incomplete.
• Content may not match the researchers objectives/needs.