In qualitative research, what is the role of interviews?

In qualitative research, interviews serve a vital function by enabling the researcher to gather detailed personal insights from individuals. This method allows for an in-depth exploration of participants' thoughts, feelings, experiences, and perspectives. Unlike quantitative methods, which focus on numerical data and often require standardization across large groups, interviews provide rich, nuanced information that helps to uncover underlying motivations and meanings.

The conversational nature of interviews encourages participants to share their stories and provide context to their experiences, which can lead to a deeper understanding of the research topic. This qualitative approach is invaluable for exploring complex social phenomena, where the richness of data can illuminate patterns and themes that are not easily quantifiable. Thus, interviews are particularly suited for studies aiming to explore the 'how' and 'why' behind behaviors and attitudes, making them an essential tool in qualitative research.