Exercise 9

Question:

Write the answers.

1. Write the advantages and disadvantages of one-on-one interview

2. Write the advantages and disadvantages of focused group interview

1. Write the advantages and disadvantages of one-on-one interview

In-depth interviews are the most versatile form of primary research, and are appropriate when
targeting detailed perceptions, opinions, and attitudes. These interviews can be conducted in-
person or over the telephone to gain deeper insight to specific objectives by probing for quality
responses. This offers an advantage over self-completion methods, such as surveys, because the
respondent is more likely to give their full attention and the interviewer can deduce the quality of
each response.

Advantages of one to one Interviews

 Allow for more in-depth data collection and comprehensive understanding

 Body language and facial expressions are more clearly identified and understood
 The interviewer can probe for explanations of responses
 Stimulus material and visual aids can be used to support the interview
 Interview length can be considerably longer since the participant has a greater
commitment to participate

Disadvantages of one to one interviews

 Interviews are more time consuming to recruit and conduct

 As a result of timing and travel, F2F interviews can be expensive
 Interviews can deliver biased responses
 Most carefully vet the respondent’s ability before investing time in the recruitment
process and interview process

Exercise 9/ Qualitative research in Education/ EST527/ Hassan Hussain (5259)

 2. Write the advantages and disadvantages of focused group interview

Focus groups provide a qualitative method of data collection. It functions with the help of a
skilled moderator who facilitates a discussion with a small, selected group of participants for
a specific amount of time

Advantages of Focus Groups

1. It provides a diverse set of responses based on interviewee profiles.

2. Confirm insights obtained from other methodologies
3. A cost-effective way to get information
4. Provide time-saving opportunities.
5. Provides anonymity for many of the participants.
6. Yield a richer amount of data

Disadvantages of Focus Groups

1. Individuals in a focus group have less speaking time than in interviews.

2. Some members can dominate the conversation.
3. It can be challenging to prevent bias from the moderator.
4. Some people struggle to stay engaged in focus groups.

Exercise 9/ Qualitative research in Education/ EST527/ Hassan Hussain (5259)