Advantages/Merits Of Depth Interview:
(1) Depth interview is useful for finding out consumer motivations, attitudes, feelings and desires relating to product etc.
(2) The respondents get an opportunity to express freely their desires, motives and feelings.
(3) The interviewer gets deeper insight into the problem under investigation.
(4) Depth interview method do not give factual data but data which relates to human (consumer) behaviour and human psychology.
(5) Depth interview is convenient when the respondents to be interviewed are few but the information to be collected is detailed.
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