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15 cards from this deck
Pre-set list of questions participants respond to
Qualitative data
Rich in detail but difficult to analyse
Quantitative data
Lacks depth
Cost-effective, gather large amounts of data quickly
Demand characteristic: respondents present self positively
Respondents reply in a similar way (e.g. always ticking yes)
Face-to-face discussions between interviewer & interviewee
Predetermined questions asked in a fixed order
Easy to replicate due to standardised format
Like a conversation, no set questions, interviewee elaborates
More flexibility, gain more insight
Analysis hard/time-consuming; risk of social desirability
Set questions but can ask follow-up questions when appropriate
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