Interviewees often tell interviewers what they think they are supposed to tell them, rather than what they actually think or feel. Especially good for Trying to understand causations, motivations, and feelings. Getting first-hand descriptions of important historical events or notable individuals. Getting first-hand information into lifestyles, practices, or beliefs that are too much in the minority to register in statistical sampling. Uncovering unique perspectives that would be missed by other research methods.
Procedural Considerations Be very clear about the purpose of the interview.
Interview enough people that you could disregard a clearly exceptional case. Have prepared questions and ask all interviewees the same questions. Do not try to lead people to answer in a certain way or ask leading or loaded questions. Either tape record the interview or take very good notes. If you are taping, tell the interviewee that you are taping and explain exactly what the tape will be used for.