Chapter 9 describes the role of interviews as a data collecting tool. Interviews act as a medium to reveal the characteristics of people. They are easy to administer and allow people to express themselves in their native language. On the other hand, in an interview, respondents might exaggerate their responses in order to impress the interviewer. Interviews are also time-taking and cost-expensive.
Interviews are classified into Structured, unstructured and semi-structured depending upon the design and protocol. Structured interviews have a strict design pattern and unique script of questions which are uniform to all respondents. Unstructured interviews are minimized in terms of structure ...