This uses smaller samples than in quantitative methods, seeing each individual as a unique being. This research is more interested in the depth of the data rather than breadth and requires the researcher to play an active role in the data collection. It is often difficult to draw definitive conclusions from the findings or at least generalise them to larger groups because of the small scale of the method and the often quite unrepresentative samples that are often used. Qualitative research relates mainly to interviews done on a small scale. Firstly we should consider what an interview is.
Interviews can have one of two basic structures.
Fieldworkers are free to deal with the topics of interest in any order and to phrase their questions as they think best. The richness of the data is therefore entirely dependant on the interviewer. They themselve, must judge how much or how little they should probe or say themselves. There are of course both advantages and disadvantages to this type of structure. It is particularly useful as a pilot study, to test out what peoples responses would be to a particular issue.