IDI
INTRODUCTION
- Detailed probing
- Highly confidential subject matter
- Emotional or embarrassing subject matter
- Need to conform in a group discussion may influence responses
- Highly detailed understanding of complicated behavior or decision-making pattern
- Interview professional people
INSIGHTS
- Ideal for developing ideas
- Answers question “why”
- No group interaction = less exaggeration
- Very detailed explanations
BEWARE:
- Results represent the researcher’s views
- Poor recruitment
Thiết kế website bởi Mona Media