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The Interview

Steps

The Interview: Pros & Cons

Advantages

One-on-one structured or semi-structured conversations with informants.

Excellent for in-depth testing of research hypotheses and insights into the DNA & culture of the society.

Provides access to otherwise inaccessible qualitative data.

Provides ability to explore and probe responses.

Disadvantages

Very expensive and time consuming.

Respondents tend to be reluctant to share personal beliefs and information.

Exposure to the possibility of interviewer bias.

Cannot be used as verifiable quantitative data.