Interviews: structured, unstructured and group

Q: In sociological research, what is the definition of an interview?

An interview is a primary research method where the researcher asks questions directly to a participant to gather data.

Q: What is a structured interview?

A structured interview is a standardised research method where the interviewer follows a strict script (an interview schedule ) and asks the same questions in the same order to every participant.

Q: Why do Positivists prefer structured interviews?

Positivists prefer structured interviews because they are reliable and standardised , allowing researchers to identify patterns and social facts across a large sample.

Q: What is the "imposition problem" in structured interviews?

The imposition problem occurs when the researcher limits validity by pre-setting the questions and answer options, which may not reflect the participant's true views.

Q: What defines an unstructured interview?

An unstructured interview is a flexible, guided conversation where the researcher uses open-ended questions to allow participants to answer in their own words.

Q: How does the concept of "Verstehen" relate to unstructured interviews?

Interpretivists use unstructured interviews to achieve Verstehen , or deep empathetic understanding, by allowing participants to speak freely about their experiences.

Q: What is interviewer bias?

Interviewer bias occurs when the researcher’s presence, body language, or tone of voice unintentionally influences the participant's answers.

Q: What is a semi-structured interview?

A semi-structured interview combines an interview guide with the flexibility to ask follow-up questions, balancing reliability and validity .

Q: What is the difference between a group interview and a focus group?

A group interview involves multiple participants, while a focus group specifically encourages participants to interact and discuss topics with each other .

Q: What is social desirability bias in group interviews?

Social desirability bias occurs when participants give answers they think will make them look good to the group, rather than their true opinions.

Sociology 7192 · AQA A Level · 5 min read · Updated: 7 Sept 2026

Introduction to Sociological Interviews

Welcome! In this chapter, we are looking at interviews. In everyday life, an interview might feel like a scary job meeting or a celebrity chat on TV. In Sociology, an interview is a primary research method where the researcher asks questions directly to a participant.

Interviews are a vital tool because they allow sociologists to get "up close" to the people they are studying. We will explore three main types: structured, unstructured, and group interviews. Each has its own "personality," strengths, and weaknesses depending on whether a researcher wants hard statistics or deep, emotional stories.

1. Structured Interviews

Think of a structured interview as a questionnaire that is read out loud. The interviewer has a strict "script" (an interview schedule) and must ask the questions in the exact same order, using the exact same tone of voice every time.

Key Features:

Closed-ended questions: Participants usually choose from a fixed list of answers (e.g., "Yes," "No," or "Maybe").
Standardised: Every participant gets the same experience.
Quantitative data: It produces numbers and percentages.

The Positivist View:

Positivists love structured interviews. Because the process is standardised, it is reliable. This means if another researcher did the same interview, they would likely get the same results. It is excellent for identifying patterns and trends in society, which Positivists call social facts.

Strengths and Limitations:

Practicality (+): They are relatively quick and easy to conduct compared to unstructured ones. You can reach a large sample.
Ethics (+): There are few ethical "surprises" because the questions are pre-set.
Validity (-): Because the questions are fixed, the researcher might miss the "real" truth. Participants might feel restricted by the fixed options (the "imposition problem").

Quick Tip: Think of a structured interview like a fast-food menu. It’s quick and consistent, but you can’t ask for something that isn't on the list!

2. Unstructured Interviews

An unstructured interview is like a guided conversation. The researcher has a topic they want to discuss, but no set list of questions. They follow the lead of the participant, asking "Why?" or "Tell me more about that."

Key Features:

Open-ended questions: Participants answer in their own words.
Flexible: The interviewer can change the order of questions or make up new ones on the spot.
Qualitative data: It produces rich, detailed descriptions and meanings.

The Interpretivist View:

Interpretivists prefer this method. They are looking for validity (an authentic, true picture of life). By letting the participant talk freely, the researcher can achieve Verstehen (deep empathetic understanding). Feminist sociologists also often favour this method because it builds a more equal relationship between the researcher and the person being studied.

Strengths and Limitations:

Validity (+): It allows the researcher to discover things they hadn't thought of. It is great for sensitive topics (like domestic life or personal identity).
Practicality (-): They take a long time to conduct and even longer to transcribe (write up). It is hard to interview a large number of people this way.
Reliability (-): Every interview is unique, so it is almost impossible for another researcher to replicate it exactly.

Common Mistake to Avoid: Don't assume unstructured interviews are "easy" because they are like a chat. They actually require high levels of skill to keep the participant talking without leading them toward a specific answer (avoiding interviewer bias).

3. Semi-Structured Interviews

Most real-world sociologists use a mix of the two, called semi-structured interviews. The researcher has a list of questions (an interview guide) but is allowed to "go off-script" to explore interesting points. It tries to balance reliability with validity.

4. Group Interviews and Focus Groups

Sometimes, a researcher will interview several people at once. A focus group is a specific type of group interview where the researcher encourages the participants to talk to each other, not just the interviewer.

Why use them?

Group Dynamics: You can see how people influence each other or agree/disagree on social issues.
Practicality: You can collect a lot of information from many people quickly.
Support: In sensitive research (e.g., with children), being in a group can make participants feel safer and more comfortable to speak up.

The Downside:

Peer Pressure: One or two dominant people might take over the conversation, or people might give answers they think the group wants to hear (social desirability bias).
Confidentiality: You cannot guarantee that what is said in the group will stay in the group.

5. Evaluating Interviews: The P.E.T. Framework

When you are writing your 10-mark or 20-mark exam answers, always evaluate the method using Practical, Ethical, and Theoretical points.

Practical Factors:

Time and Money: Structured = cheap/fast. Unstructured = expensive/slow.
Access: It might be hard to get an interview with "powerful" people (like CEOs) or "deviant" groups.

Ethical Factors:

Informed Consent: Participants must know what the research is for.
Sensitivity: Unstructured interviews can bring up painful memories. The researcher must be prepared to offer support.

Theoretical Factors:

Positivism: Value reliability, representativeness, and objectivity. They like Structured Interviews.
Interpretivism: Value validity, meaning, and subjectivity. They like Unstructured Interviews.

Summary Checklist

Structured Interviews: Reliable, quantitative, Positivist, "The Script."
Unstructured Interviews: Valid, qualitative, Interpretivist, "The Conversation."
Group Interviews: Fast, shows group interactions, risk of peer pressure.
Interviewer Bias: When the researcher’s body language or tone changes the participant’s answer.

Exam Connection: Methods in Context

On Paper 1, you will have to apply these methods to Education. When thinking about interviews in schools, consider:

Power Dynamics: A student might treat an interviewer like a teacher and give "the right" answer rather than the truth.
Location: Doing an interview in a headteacher's office might make a student feel intimidated.
Language: Researchers must adapt their language to suit the age or ethnicity of the pupils they are interviewing.

Quick check

Can you answer these now?

Open each question to check the key ideas from this chapter.

In sociological research, what is the definition of an interview?

An interview is a primary research method where the researcher asks questions directly to a participant to gather data.

What is a structured interview?

A structured interview is a standardised research method where the interviewer follows a strict script (an interview schedule) and asks the same questions in the same order to every participant.

Why do Positivists prefer structured interviews?

Positivists prefer structured interviews because they are reliable and standardised, allowing researchers to identify patterns and social facts across a large sample.

What is the "imposition problem" in structured interviews?

The imposition problem occurs when the researcher limits validity by pre-setting the questions and answer options, which may not reflect the participant's true views.

What defines an unstructured interview?

An unstructured interview is a flexible, guided conversation where the researcher uses open-ended questions to allow participants to answer in their own words.

How does the concept of "Verstehen" relate to unstructured interviews?

Interpretivists use unstructured interviews to achieve Verstehen, or deep empathetic understanding, by allowing participants to speak freely about their experiences.

What is interviewer bias?

Interviewer bias occurs when the researcher’s presence, body language, or tone of voice unintentionally influences the participant's answers.

What is a semi-structured interview?

A semi-structured interview combines an interview guide with the flexibility to ask follow-up questions, balancing reliability and validity.

What is the difference between a group interview and a focus group?

A group interview involves multiple participants, while a focus group specifically encourages participants to interact and discuss topics with each other.

What is social desirability bias in group interviews?

Social desirability bias occurs when participants give answers they think will make them look good to the group, rather than their true opinions.

How do power dynamics affect interviews in an education context?

In schools, students may see the interviewer as a teacher-figure and give "the right answer" (the teacher-pleaser effect) rather than their honest opinion.

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