ABSTRACT
This chapter shows how-to guide to interviewing as a research method. Interviews are widely used in communication, the social sciences, the humanities, business, and other fields of inquiry to gain an understanding of cultural, sociological, psychological, linguistic, and consumer behaviour. Interviewing has three traditional approaches: structured, semi-structured, and unstructured. Researchers who conduct semi-structured interviews combine techniques of structured and unstructured interviews. The interviewers typically prepare a flexible interview guide to help guide the conversation with their participants. Interviewing individuals on the street and getting their point of view on an issue, and how a particular issue affects them personally, helps the reader better understand how those affected by the issue understand it. A researcher can use various methods to analyze interview transcripts from an interpretive approach. Researchers can conduct a content analysis of their interview transcripts, approach the project and the analysis from a critical/cultural perspective, conduct a grounded theory analysis, or perform a rhetorical analysis.
