StructuredQuestions asked in a fixed order (pre determined).UnstructuredConversational - Interviewee can elaborate. Interaction is free flowing.Semi-StructuredQuestions worked out in advance but follow up questions are common.
AO3Structured Easy to replicate - minimised differences between interviewers. Not possible to elaborate on points - frustrating UnstructuredFlexibility - 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.
No fixed answer
Rich depth and detail
Difficult to analyse
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)
Objective - less open to bias
Narrower in scope so may not represent 'real life'.
Primary and Secondary
Primary DataFactual, 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 DataAnalysis 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Variation in quality and/or accuracy - outdated or incomplete.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.