1. Personal interviews

Unstructured

Establishes 'motive' via in depth interview-specialised 'motivational research' Unstructured used in small numbers in a relaxed atmosphere.

Structured

 As in 'on the street' style.Structured does not always provide the answers.

Advantages

Disadvantages

  • Normally good sample control through selection and filter questions.
  • More reliable answers-less likely to lie.
  • Greater flexibility.
  • Observation possible (natural body language)
  • High cost
  • Personal contact bias
  • Non co-operation
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