1
Q
What are in-depth interviews
A
Wilson 2019: an interview that is conducted face to face in which the subject of mater of the interview is explored in detail using an unstructured and flexible approach
2
Q
Why use in-depth interviews
A
- Karamoutosu 2024: develop a deeper understanding of consumer attitudes and the reason behind certain behaviours
- Achieved through responding through responding to an individuals comments with probing
Interview content and topic may change over time as level of understanding increases
3
Q
ADV of in-depth interviews
A
ADV: Wilson 2019
* When the situation under discussion holds the potential to be embarrassing, to be stressful or confidential
* Great depth & richness of data
* Can ascribe directly responses to an individual
* Ability to develop close rapport/trust improving the validity and reliability of the data
* Lack of overt peer pressure to conform to social norms etc. Allows for the expression of non-conformity without sanctions
4
Q
Disadv of in-depth interviews
A
Disadv: Wilson 2019
- Costly in terms of time/money and in terms of analysis
- Needs skilled interviewers (hard to find)
- Can only work with a small sample; therefore ability to generalise limited
- Because of subjectivity, difficult to compare results of one interviewer with those of others
- Subjectivity: The interviewer IS the data generator; Data variation among interviewees may well be the outcome of using different interviewers in the same project
