In-Depth Interviews

Question 1

What are in-depth interviews

Answer 1

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

Question 2

Why use in-depth interviews

Answer 2

• 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

Question 3

ADV of in-depth interviews

Answer 3

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

Question 4

Disadv of in-depth interviews

Answer 4

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