1. Because they are measures that can be used in exactly the same way by different researchers.
  2. They involve face-to-face situations and so response rates are likely to be higher; useful observations may be made of the person or place; call-backs can be used.
  3. Closed questions may not fit the answers participants wish to give; there is no chance to explain questions or clarify answers; validity may be affected by the interaction situation; people may lie or exaggerate.
  4. Every interview is unique – they are not standardised; they are impossible to replicate; interviewers may differ in personal characteristics and the way they conduct the interview.
  5. The researcher can learn what questions and lines of enquiry are useful as s/he goes along.
  6. A relationship with trust and understanding. It means the interviewees are likely to reveal more of their feelings because they like and trust the interviewer.
  7. Advantages: participants may ‘feed off’ each other’s comments; they may feel more comfortable; group interviews may generate ideas to investigate. Disadvantages: some individuals may dominate and others say little or nothing; participants may not say what they really think because of peer group pressure; data is difficult to analyse.
  8. False. Results of structured interviews are more likely to be representative.