Depth Interview

DEPTH INTERVIEW: A qualitative approach in which trained moderator conduct interviews with individuals rather than the groups to obtain information about a product or brand is known as depth interview. Types of depth interview: 1. Non directive or unstructured interviews 2. Semi - structured interview 3. Standardized open ended interview Survey techniques: Classification: 1) Method of communication 2) Structure & time frame Questionnaires design: 1) 2) 3) 4)

Structured or orally administered questionnaires Un-structures – open ended questions Disguised – responder will not awareness of questionnaires Un-disguised – responder will not unawareness of questionnaires

Methods of communication: 1) 2) 3) 4)

Personal interview Telephonic interview Self – administrated interview Mail survey

Personal interview: 1) Door to door interview 2) Executive interview 3) Mall intercept interview Four entities will be made on the basis of the interviewer or researcher A) B) C) D)

Researcher Interviewer Interviewee Interview environment

Telephonic interview: 1) Central location telephonic interviewing

2) Computer assisted telephonic interview 3) Completely automated telephonic interview Source: Social welfare database Hospital database Mall database Telephone directory Disadvantages: Response may be poor Practical features cannot be reviled