When you conduct interviews, you can find out a lot. You collect primarily qualitative data. (There are some tricks to collect quantitative data as well.) Before you start an interview, it is crucial that you have well-defined interview questions. Because you don't ask questions just for fun: respondents have to answer the central question of your research. That is why I am giving you tips on how to design your interview questions as well as possible:
- Have clearly worded main and sub-questions ready.
- Ask questions that connect to your main and sub-questions. To ensure all of them can be answered, mark behind each question which main or sub-question the question connects to.
- Put the questions in a logical order that avoids overlap.
- Include introductory text in your interview questions. This text should state why participants are being interviewed and how long the interview will take.
- Formulate your questions so that the interviewee understands them. You can test this by practicing the protocol with your colleagues. This way, you will also notice if your questions are asked in the proper order.
- Make sure to ask your questions objectively. This will prevent biases that will cause the research to produce the wrong answers and will allow for continued questioning during your interview. Prejudice occurs when you ask leading questions such as "Don't you agree?", "Would you...?" or "Is it true that...?".
- Make sure there is room to ask more in-depth questions. In-depth questions start with 'why', 'how', 'what' and 'who'. In these questions, you will find the 'gold nuggets' that will provide special insights for your research.
- Write a closing text explaining what will be done with the survey results.
Finally, I would like to inform you that remaining objective during the interview is essential. Your own opinion plays no role in this; make sure the interviewee can tell their own story.
More tips to prepare for your interview? Then please read my blog '15 tips for a good interview'.