Choosing Between Questionnaires and Interviews as Data Collection Tools

Both questionnaires and interviews are data collection methods often used during the research process. One is supposed to choose or develop a data collection tool during the research proposal stage. There are two types of data; primary and secondary. Primary data is often collected by the use of methods such as the questionnaire, interview, and observation.

A questionnaire is a form containing a series of written multiple choices designed for the purpose of the collection of information from respondents. The questions contained in a questionnaire should be written in an appropriate sequence and delivered to the respondents in order for them to provide answers. It is important for the respondents to clearly understand the questions, to ensure that they provide appropriate answers.

On the contrary, an interview entails a formal conversation between the interviewer and interviewee, during a question-answer session, in order to obtain the needed information. An interview involves oral and verbal responses that are often used for the purpose of research or survey. Among the factors that should be considered when deciding to use a questionnaire or interview for research include the time, cost, sample size and sampling, anonymity, bias, and reliability.

Comparison Based on Duration of Time

Questionnaires are generally less time consuming compared to interviews, particularly if they are based on the collection of information that is easily quantified. Conventionally, most questionnaires require approximately 30 minutes as the limit to the respondent time, while those administered to students may take a much shorter duration. Data is also likely to be collected faster when using the questionnaire technique because the researcher is not mandated to be present when the questions are being completed.

On the contrary, interviews are time-consuming because a typical interview session should last for approximately 30 minutes. An interview that takes more than one hour is likely to interfere with the busy interviewer’s schedules, who may be in turn forced to reduce the number of participants, consequently resulting in sample biases. Conversely, an interview under half an hour is not likely to be valuable because the researcher will collect minimal information.

Interviews also tend to be time-consuming because careful preparation needs to be done, for the process to be successful. Arrangements to visit, secure necessary approvals, and schedule appointments to cover crises and absences all require a significant amount of time and effort. Analysis of data collected, as well as transcription also requires the use of time and resources.

Comparison Based on Cost

Additionally, the use of the questionnaire is considered to be cheaper compared to interviews, due to various reasons. First, a questionnaire can be set through an email, while an interview cannot. For an interview to be successful, the interviewee must travel to the agreed destination for conducting the interview. As a result, transportation expenses, as well as payments to the interviews and interviewers must be incurred, thereby making the entire process to be costly.

Second, most interviewers need to be trained prior to conducting an interview, hence resulting in increased costs of using the method. Third, the respective organization is likely to incur more costs when an interviewer opts to discontinue from the research or survey due to their own reasons. The extra expenses would be used for the replacement of the interviewer. 

On the contrary, questionnaires are relatively cheaper because they do not require field workers or trained personnel, hence eliminating the need for transportation costs or their compensation. Questionnaires only require the costs of printing, planning, piloting, sampling, and mailing. Other expenses that would be incurred for research that utilizes the questionnaire data collection technique to be successful include the costs of providing self-addressed and stamped envelopes for the returns.

Comparison Based on Sample Size

Sample size and sampling play a critical role in ensuring that reliable estimates regarding a particular phenomenon in a population are made. While using a mailed questionnaire, it is easier to cover a large sample at a cost-effective rate. As a result, the findings are likely to be more accurate and generalizable to the population. Obtaining the desired sample is also likely to be easy with use of a mailed questionnaire because the questions can be addressed to particular respondents.

However, with the use of interviews, the interviewer is obligated to find the right individual at a particular place of work or home. It is often challenging to ensure anonymity when using questionnaires compared to when a researcher utilizing the interview technique. Most questionnaires begin by asking the respondent’s name and address, thereby generating a lower and poor quality response, particularly based on the interviewee’s private information. In order to ensure anonymity, researchers should avoid asking about the respondent’s name, and also ensure that the findings of the survey are not ever published.

Comparison Based on the Influence of Bias

Both questionnaires and interviews are subject to data distortion due to bias. However, interviews are more prone to bias compared to questionnaires because most of the work is performed by human beings and not machines. Poor wording by an interviewer, voice, dressing code, or appearance, can be significant sources of bias. Other potential sources of bias include religion, race, social class, and age.

The reliability of questionnaires is based on the extent to which the process is likely to generate accurate results regardless of factors that may influence the production of unexpected findings. Therefore, a reliable questionnaire should be free from any measurement errors. On the contrary, oral proficiency significantly influences an interview’s validity and reliability.

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