ABSTRACT
This chapter discusses qualitative interviews and focus groups. Qualitative interviews are probably the central tool in the social science toolbox, and provide data in the form of words – what people say. They differ from questionnaires in that they take the form of a two-way conversation, with discussion and follow-up questions on each point, rather than a questionand-answer session with no discussion. Focus groups are included here because, in effect, they are a particular form of qualitative interview that is carried out with a group of people rather than with an individual. Compared to questionnaires and other types of structured interview, the strength of qualitative interviews is in providing background information and context, generating ideas, and providing in-depth information on each participant’s views, perspectives and motivations.
