depth interviews
Definition:
Face-to-face unstructured, informal interaction between INTERVIEWER and RESPONDENT. Starting with general QUESTIONS the interview develops into more specific question areas probing for NEEDS, desires, motives and emotions of the CONSUMER. It can also be a non-directive interview in which the respondent is encouraged to talk about the subject.
Cross-References:
[questions]
[respondent]
[interviewer]
[consumer]
[need]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Jennifer L. Drayton], [1998].