Despite changes in key elements of the interview there are also practices that have remained the same, which are part of preparing, conducting and processing the results of a proper interview. The online environment, such as in online open game worlds and forums for example, offer new challenges when it comes to picking a setting for the interview. Communicating over the internet by e-mail has become a common practice, and can now be seen as a valid channel to conduct interviews as well, even though with this method the contact between interviewer and interviewee is not as direct. If the study uses interviews as its primary source, the researcher will probably need to interview several people to ensure that his subjects are representative.įace-to-face and later telephonic interviews have been two major methods used to get in contact with interviewees, with the rapid growth of new media however new opportunities arise to expand interview methods in different directions.

The study may be enhanced if the researcher includes just one interview with a person who is an expert in that area and can give him key information. It might be a primary method or it may be used to gain background information.

The interview as a method in media and cultural research enables us to find out about peoples ideas, opinions and attitudes.

Interviews allow the collecting of rich, personalized information and are the primary means by which researchers use people as sources of evidence in their research projects. Interviews are a very common form of data collection in case study research and can be used as a tool for both qualitative and quantitative content analysis.

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