Qualitative Research

In-depth interviews, a qualitative data collection method, allow for the collection of rich, descriptive data about how people think and behave, as well as the unraveling of complex processes. Depending on the needs of the research, they can be used as a stand-alone research method or as part of a multi-method design. Depth interviews are typically conducted face to face in order to establish rapport with respondents. Body language is also used to demonstrate a high level of comprehension in the answers. A skilled researcher can also use telephones with little data loss and at a tenth of the cost.