Depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others, as they may be in a focus group.

Question

Quizplus · Accepted Answer

Depth interviews are conducted one-on-one and provide the opportunity for the respondent to express their thoughts and opinions without the influence of others. This makes them particularly useful for understanding individual decision-making processes. Focus groups, on the other hand, may be influenced by group dynamics and social pressure, making it more difficult to understand individual decision-making.

Depth Interviews Are Especially Useful When the Researcher Wants to Understand