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ADVANTAGES OF

INTERVIEWS
Useful to
obtain detailed
information

Respondents
own words are
recorded

Allow more
detailed
questions to be
asked

Achieve a high
response rate

Ambiguities
can be clarified

Interviewees
are not
influenced by
others in the
group

Some
interviewees
may be less
self-concious in
a one-to-one

Can be costly
Different
interviewers may
understand &
transcribe
interviews in
different ways

Can be very
time-consuming

DISADVANTA
GES OF
INTERVIEWS

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