Jackson is conducting interviews to identify patterns in consumer decision making for high-involvement products.Which type of interview should he use if he needs a high degree of comparability among responses,no question variability,and to maintain his own neutrality during the interviews?
A) Unstructured
B) Structured
C) Semistructured
D) Closed-ended
E) Briefing

Question

Quizplus · Accepted Answer

Structured interviews typically have a standardized set of questions, which ensures comparability among responses and reduces question variability. In addition, the interviewer maintains neutrality during the interviews with structured interviews.

Jackson Is Conducting Interviews to Identify Patterns in Consumer Decision