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Institute of Direct Marketing
The Institute of Direct Marketing
1 Park Road
Middlesex TW11 0AR
United Kingdom
Tel: +44 (0) 20 8977 5705
Fax: +44 (0) 20 8943 2535
In-Depth Interview
The in-depth interview is a method used primarily in qualitative research and is carried out upon individuals (one-on-one), rather than in a group discussion scenario. The interview takes part with a researcher and a respondent (the interviewee). The researcher normally uses a topic guide to guide the discussion and it usually lasts between 30 minutes to an hour. The interview helps the researcher to gain detailed and in depth information.
This is the payment made to a repondent in return for their participation in a research project and depending on the complexity and duration of the research, the incentive will vary.
Internet Research
The use of internet research has grown massively over the last few years due to the increasing popularity of the internet for both business and leisure purposes. The research itself can be qualitative and quantitative. Quantitative internet research can be performed as a web-survey where the respondents reply to questionnaire-based emails. This means that with the click of a mouse, the results are back in the inbox of the researcher ready for analysis. Qualitative research can be carried out for example by setting up group forums on the internet, or by setting up group discussions using web-cams, thus mimicking the conventional group-discussion format.
An interview is the general term for the method used to draw information from a respondent. It can take several guises e.g. Face-to-face, in depth, telephone interview, group discussion etc.
Institute for Practitioners in Advertising
44 Belgrave Square
London SW1X 8QS
United Kingdom
Tel: +44 (0) 20 7235 7020
Fax: +44 (0) 20 7245 9904


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