MSG Team's other articles

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10308 Marketing Strategies for the Age of Consumer Fragmentation and the Age of Digital

The Fragmentation of the Consumer Segments and the Rise of Hyper Personalization We live in the Age of Fragmentation where consumer markets are so niche and granular that conventional marketing strategies are ineffective. Everywhere we look around us, we find that consumer markets are no longer monoliths or can be classified into broad Demographic, Regional, […]

11418 Strategies for Longer Term Transformation of Print Media and Short Term Viability

Why the Future of Print Media is good There are many experts who have been claiming that the age of newspapers is over and hence, the future of media is digital. However, if statistics are anything to go by, print media are still relevant and their bottom lines are healthy in Asian countries. However, the […]

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They generally use small samples and also conduct direct one to one personal interviews. A detailed background is provided by the respondents and elaborate data concerning the respondents opinions, values, motivation, expression, feeling etc are obtained. Even their non-verbal expressions are observed. They take long time, therefore lengthy observations are involved.

These are conducted to customize individual responses. The questions will depend on what kind of answers are given. Even interview climate influences the respondents.

The success of interviews depends on the rapport of the interviewers established with the respondents.

Advantages of Depth Interview

  1. Lot of detail is provided.
  2. Information obtained is comparatively more accurate.
  3. Personal or intimate topic can also be discussed since the personal rapport is established between the respondent and the interviewer

Disadvantages of Depth Interview

  1. It is difficult to generalize since the interviewers are non-standardized
  2. Since the success depends on the interviewer, there are chances of bias.
  3. Data analysis takes a lot of time.

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