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SPER Market Research


In-depth Interview

In-depth interviewing is a qualitative research technique that involves conducting intensive individual interviews with a little number of respondents to explore their perspectives on a specific idea, program, or situation.
In depth interviews are normally administered face to face in order that a rapport is often created with respondents. The design of the interview completely depends on the interviewer. Successful in-depth interviewers listen instead of talk.
The interview is conducted employing a discussion guide which facilitates exploring the respondent’s views through open ended questioning. Projective techniques are often incorporated into the interview too.

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