Survey instruments are a standardized written interview method of collecting data for qualitative research. This method can be accomplished without verbal communication, but rather with self-administered survey instruments sent through the mail or via the Internet. Using surveys ensures that a larger sample can be included in the qualitative research since they can be sent out to a greater number of people. Also, the data is systematized, allowing data collection to be more uniform than other interviewing techniques. Survey instruments are a limited form of interviewing, as the questioning is rigid. Answers to surveys are close-ended, with a limited number of answers from which the participant can choose. Another issue with surveys is they are limited by the literacy levels and language of the participants.
In focus groups, more than one person at a time is interviewed to collect qualitative data. These group interview sessions include six to 12 participants in order to gather insight and understanding from a clearly defined population. Focus groups are recorded by video or voice recorders, and then transcribed in order to capture the complete interview session. A researcher should also take notes during the session to record any emotions or situations that occur in the interview that would be missed otherwise. Questions are prearranged around a specific subject. However, with focus groups, the questions are open-ended, allowing for greater variability in answers. Participants can piggy-back on an answer and elaborate, or go in a new direction unexpected by the researcher and moderator. When analyzing the answers from focus groups, researchers must interpret the answers that are open to suggestion.
Telephone interviewing allows for more personal data and some flexibility in reaching a larger sample of the population of the study. With telephone interviews, one major issue is contacting participants who are willing to spend time answering questions after someone cold calls them. Language barriers may be an issue when the sample constitutes a large population that speaks a different language than the interviewer. Social barriers may prevent participants from being honest with their responses, especially when discussing personal issues, such as how much money they make or their living arrangements. Telephone interviews should be pre-structured with a combination of open- and close-ended questions, and need to be brief to keep the participant's attention.