Question

You have been hired by a firm as a researcher to understand the consumer preferences

for one of their product categories within a state in India. After going through the

requirements, you realized that you need to discover various qualitative aspects of

product preferences from the consumers. Hence, you decided to speak to some groups of

consumers at various parts of the state to understand more about the given problem. The

management approves your idea of interview and gave you a go ahead. Answer the

following questions:

Why do we conduct interview in research? Discuss about the structured and unstructured

interview process.

Answer 1

Answer:

structured interviews :

They are mostly used in quantitative observation, unstructured interview :

It is usually applied to qualitative data collection because it pays attention to describing the research subjects.