In-Depth Interviews Are Expensive and Time-Consuming

question 38

Essay

In-depth interviews are expensive and time-consuming. Why do marketing researchers sometimes use in-depth interviews despite these disadvantages?

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Definitions:

White-Collar Work

Refers to jobs typically performed in an office or other professional setting, often characterized by salaried positions, as opposed to manual or labor-intensive jobs.

Meaningful Relationships

Deep connections between individuals based on mutual respect, understanding, and shared experiences, contributing to psychological well-being.

Workers

Individuals employed by others or working on their own to earn a living through the provision of goods or services.

Identity

“The conception of the self reflexively and discursively understood by the self” (Kuhn, 2006, p. 1340); the story of the self that we tell to both ourselves and others.