Industrial In‐depth Interviews: Some Considerations for First‐time Users

Abstract

Opens with the observation that the would‐be interviewer is faced with a daunting task for which the existing literature is not always helpful. Presents a résumé of the considerations necessary to begin successful personal interviews. These include: training and preparation, credibility, confidentiality, interview technique, lack of co‐operation, interview accuracy, interviewer bias, reliability and validity and overload. Combines the received wisdom of the literature with sound practical advice.

Citation

Mitchell, V. (1993), "Industrial In‐depth Interviews: Some Considerations for First‐time Users", Marketing Intelligence & Planning, Vol. 11 No. 4, pp. 25-29. https://doi.org/10.1108/02634509310044225