respond “yes” or “no” to a list of questions. Thoughtful consideration should be
given to wording questions in a clear and concise manner. A sufficient number
of questions must be included so that accurate descriptions can be obtained.
The font size should be large enough for easy reading.
The advantages of questionnaires are that they are usually easy to administer,
can provide a wealth of data, and are relatively inexpensive. They can provide
anonymity when desired; however, researchers cannot ensure that intended par-
ticipants actually answered the questions. The sample may be limited to literate
participants when individuals are expected to self-administer the questionnaire.
Interviews
The one-on-one nature of interviews makes them more personal than
self-administered questionnaires are, and researchers are able to probe more
deeply with follow-up questions. Interviews can be conducted in person
or over the telephone. Structured interviews emphasize obtaining answers
based on carefully predetermined questions. For some qualitative methods,
an in-depth interview guide is used that does not follow this structured form.
Rather, a general or “grand tour” question is asked, and a dialogue between
the researcher and the participant unfolds, leading to more detailed informa-
tion. Interviews are frequently tape recorded so they can be transcribed word
for word at a later date. Researchers must take care to minimize distractions
and interruptions to allow participants to focus on the topic. Although inter-
views provide the opportunity to clarify questions and answers, they are more
expensive and take more time to conduct than questionnaires do. Because
anonymity is impossible to achieve, participants may be inclined to answer
in socially desirable ways. Face-to-face interviews provide an opportunity for
researchers to assess nonverbal communication and the context in which the
interview occurs. Self-reported data, whether obtained from questionnaires or
interviews, provide a rich source of information. Additionally, response rates
are generally high for participants who are willing to express their opinions.
Focus Groups
Focus groups are small groups composed of usually fewer than 12 participants
(Beyea & Nicoll, 2000). Participants are brought together to explore attitudes
and thoughts about a particular subject. Through group interaction, insights are
often gained that may not have emerged through individual interviews. When
focus groups are used, researchers must identify and define the objectives of
the focus group. A facilitator guides the group process by stating ground rules,
objectives, and questions. This role is essential to keep participants comfort-
able and the group process flowing and on track. Facilitators must be skilled at
involving all participants and ensuring that the conversation is not monopolized
10.4 Collecting Qualitative Data 273