The collection of the meaningful data, that is able to work as information at a certain stage of research methodology is a necessity in today’s marketing oriented competitive world. For this purpose large number of methods or techniques are available but verbal method is used very commonly for the collection of the data is the “Interview method”.
According to Vivien Palmar, “the interview constitutes a social situation between the two persons, the psychological process involved requiring both the individuals mutually respond through the social research. The purpose of the interview calls for a varied response from the two parties concerned”.
This method acts as a very vital tool for the collection of the data in the social research as it is all about the direct systematic conversation between an interviewer and the respondent. By this the interviewer is able to get relevant information for a particular research problem.
A. According to the formality
(a) Formal interview –
• Set of well defined questions are presented by the interviewer.
• Answers are noted down according to the given rules.
(b) Information interview –
• Full authority is with the interviewer for carrying out the needed alterations in the various questions.
B. According to number
(a) Personal interview –
• Single person is interviewed.
• Close personal contracts between the interviewer and the interviewee can be established.
• Uneconomical of time and money.
• Intimate and the personal aspects of the individual can be obtained.
(b) Group interview –
• Two or more persons are interviewed.
• Helps in gathering the routine information.
• Economical of time and money.
• Information obtained is very superficial in nature.
C. According to purpose
(a) Diagnostic interview –
• Helps in knowing the causes or the cause of a malady.
• Useful in the clinical psychology and also in the psychoanalysis.
(b) Treatment interview –
• On the diagnosis of the cause of the psychological malady further interviews are conducted.
• By these interviews, patient comes to know about his malady which may be due to the mental, complex or the faulty life style.
(c) Research interview –
• Helps to collect the data about a particular research problem.
• Questions to be asked during the interview are pre determined.
(d) Interviews to fulfill curiosity –
• Used to satisfy some of the questions that are lurking in the mind of a scientist.
D. According to the period of contact
(a) Short contact interview
• Helps in filling up the schedules, tables etc.
• A short duration of such an interview is sufficient.
(b) Prolonged contact interview –
• In contact with research by schedule, the case history method needs prolonged interviews.
E. According to subject manner –
(a) Qualitative interview –
• Involve non quantifiable subject matter.
• For e.g. interviews held for the case studies.
(b) Quantitative interview –
• Certain facts for a large number of persons are gathered.
• For e.g. census interviews.
(c) Mixed interview –
• Both routine and specialized data is sought.
• Some of it may be quantifiable while some of it may be non quantifiable.
F. According to role –
(a) Non – Directive interview
• Also called free or unstructured interview.
• Interviewer has no control over things in such an interview.
• Interviewer provides no direction.
• Interviewer has no predetermined set of questions for asking.
• The informant is free to explain or tell his experience.
(b) Focused interview –
• Focuses attention on the given experience of the respondent and its effects.
• Interviewer knows in advance about the aspects of the question he has to cover.
• Used in the development of the hypothesis.
(c) Repeated interview –
• Helps in understanding the development of the processes
• Helps in knowing the aspects affecting the behaviour patter
