Asking questions

In structured interviewing it is important that interviewers understand the need for them to use exactly the words written on the questionnaire. By changing the words, or even the emphasis that they use in reading the questions, it is possible for the interviewer to change the question and therefore invalidate the use of the answers in quantitative analysis. In semistructured and qualitative interview techniques, the way in which questions are asked, and indeed whether they are asked at all, is left to the interviewer and hence his or her role in determining what data are collected is a fundamental one. In ensuring that interviewers ask questions correctly, the interviewer briefing process is of great importance.

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