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Interviews

Sociologists use a range of different interview styles in their research. An interview is a researcher directly asking a series of questions to one or more interviewees. They can be structured, semi-structured or unstructured and can be conducted in groups or with individuals.

Advantages of interviews include the ability to gain a large amount of qualitative data and to avoid problems of low response rates. It is also possible to offer the interviewee support or to explain questions if they are misunderstood.

Disadvantages of interviews include the possibility of an interviewer effect whereby the interviewee is subconsciously influenced by the interviewer, perhaps to give the answers that they think the interviewer wants to hear rather than their honest responses.

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