An in-depth interview is a useful data collection method due to the following reasons. Show
Charlie Marshall Charlie MarshallSenior Market Development & Market Research ProfessionalPublished Jan 15, 2016 To deepen the understanding of a market, custom research employs extensive or targeted primary research to go beyond what can be uncovered through secondary research only. In-depth interviews are the most versatile form of primary research, and are appropriate when targeting detailed perceptions, opinions, and attitudes. In-depth interviews are particularly effective when the goal is to capture feedback that is sensitive. These interviews can be conducted in-person or over the telephone to gain deeper insight to specific objectives by probing for quality responses. This offers an advantage over self-completion methods, such as surveys, because the respondent is more likely to give their full attention and the interviewer can deduce the quality of each response. It is important to have a well-seasoned interviewer than can adapt with the conversation—as the discussion may not flow exactly in sync with the discussion guide or questionnaire. A good interviewer that can tailor the discussion to objectives and sustain more control over the data received. The ability to conduct a complex or even technical interview is the ability to see how the little pieces fit together. An interview does not need to be an expert on the subject, in fact being an expert and bringing your own bias to the table can hinder the ability to analyze the data objectively. However, an interviewer should do a fair amount of background research to hold an intelligence conversation on the subject matter. Face-to-face (F2F) interviewing is one of the oldest and most widely used methods of conducting primary research. F2F interviews are conducted by a market researcher and a target respondent in the street, home, office, meeting place, etc. There are many advantages to using F2F interviews, such as the use of visual aids and the detection of social cues and body language. Also, with this type of interview, the interviewer can gain a deeper insight to specific answers by treating the questionnaire like a meaningful discussion and deducing the validity of each response. Although F2F interviews are very effective, this type of interview can be costly and time consuming. F2F interviews require a significant amount of time on the front end to identify, recruit, and schedule the interview as well as the travel time and costs to meet the respondent in person. Advantages of F2F Interviews
Disadvantages of F2F interviews
Regardless of methodology (F2F vs. telephone), the most important aspect of in-depth interviewing is accessing the right people. In B2B research, there may not be a directory or panel of target respondents and they may have to be identified through a tailored investigation. The key is discerning how to identify decision-makers and access them without any preexisting relationship. Many projects may be completed in a certain market or industry segment, but the same contacts are rarely able to be used for a new project. Each custom market research project is exactly that, customized and tailored.
Others also viewedExplore topicsWhat are the 4 limitations of inThe disadvantages of in-depth interviews are: They are time-consuming, as they must be transcribed, organized, analyzed in detail. If the interviewer is inexperienced, it affects the complete process. It is a costly research method compared to other methods.
What are the disadvantages of interviews in qualitative research?Drawbacks of qualitative interviews include reliance on respondents' accuracy and their intensity in terms of time, expense, and possible emotional strain.
What is an inAn in-depth interview is defined as a qualitative research technique where intensive individual interviews are conducted. In such interviews, there are smaller numbers of respondents so that on a particular program, idea, or subject the respondent's perspectives are explored.
Which of the following is a problem associated with using inOne of the main issues with in-depth interviews is the randomness of the interviewee. Randomness is a key to surveying in an unbiased fashion. However, outliers do appear in a random sample, and an in-depth interview risks highlighting an outlier very closely.
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