In-depth Interview

In-depth, qualitative interviews, excellent tool to use in planning and evaluating due to open-ended, discovery-oriented method

In-depth, qualitative interviews are excellent tools to use in planning and evaluating Extension programs because they use an open-ended, discovery-oriented method, which allows the interviewer explore the respondent’s feelings and perspectives on a subject. This results in rich background information that can shape further questions relevant to the topic. The key characteristics of in-depth interviews are the following:

Open-ended Questions: Questions need to be worded so that respondents expound on the topic, not just answer “yes” or “no.” Many open-ended questions begin with “why” or “how,” which gives respondents freedom to answer the questions using their own words.

Semi-structured Format: Although it is important to pre-plan the key questions, the interview should also be conversational, with questions flowing from previous responses when possible. For example, if an interviewee remarks that “The elections are approaching,” an appropriate response would be, “How do you feel about the candidates involved?”

Seek Understanding and Interpretation. It is important to use active listening skills to reflect upon what the speaker is saying. The interviewer should try to interpret the conversation and should seek clarity and understanding throughout the interview.

Recording Responses: The responses are typically audio-recorded and complemented with written notes (i.e., field notes) by the interviewer. Written notes include observations of both verbal and non-verbal behaviors as they occur, and immediate personal reflections about the interview.

In sum, in-depth interviews involve not only asking questions, but also systematically recording and documenting the responses to probe for deeper meaning and understanding.

Advantages & Disadvantages:

The primary advantage of iIn-depth Interview – a key tool for marketing research is that they provide much more detailed information than what is available through other data collection methods, such as surveys.  They also may provide a more relaxed atmosphere in which to collect information—  people may feel more comfortable having a conversation with you about their program as opposed to filling out a survey. However, there are a few limitations and pitfalls, each of which is described below:

Prone to bias: Because program or clinic staff might want to “prove” that a program is working, their interview responses might be biased. Responses from community members and program participants could also be biased due to their stake in the program or for a number of other reasons. Every effort should be made to design a data collection effort, create instruments, and conduct interviews to allow for minimal bias.

Can be time-intensive: Interviews can be a time-intensive evaluation activity because of the time it takes to conduct interviews, transcribe them, and analyze the results. In planning your data collection effort, care must be taken to include time for transcription and analysis of this detailed data.

Interviewer must be appropriately trained in interviewing techniques: To provide the most detailed and rich data from an interviewee, the interviewer must make that person comfortable and appear interested in what they are saying. They must also be sure to use effective interview techniques, such as avoiding yes/no and leading questions, using appropriate body language, and keeping their personal opinions in check.

Not generalizable: When in-depth interviews are conducted, generalizations about the results are usually not able to be made because small samples are chosen and random sampling methods are not used. In-depth interviews however, provide valuable information for programs, particularly when supplementing other methods of data collection. It should be noted that the general rule on sample size for interviews is that when the same stories, themes, issues, and topics are emerging from the interviewees, then a sufficient sample size has been reached.

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: Strategic Initatives

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This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any.