Which of the following is a major advantage of in-depth interviews over focus group interviews? They eliminate the need for a trained interviewer. They allow researchers to observe the social influence process that affects consumer behavior and attitudes because group members interact with each other. They increase the likelihood of cross talk, thus creating synergy among participants and encouraging them to talk in detail about a topic. They decrease the likelihood of participants responding in a socially desirable manner because there are no other participants to impress.

They decrease the likelihood of participants responding in a socially desirable manner because there are no other participants to impress.

Explanation:

When there is use of focused interview method respondents tend to provide what they feel is the appropriate response to questions and this leads to misrepresentation of the candidate, with resultant wrong hires.

On the other hand in-depth interviews are designed to make the candidate open up and provide genuine responses. The interviewer asks probing questions to get more understanding of the respondent. So the responses received are less of what is socially appropriate and more genuine.

They decrease the likelihood of participants responding in a socially desirable manner because there are no other participants to impress.

Explanation:

Usually marketing researchers use focus groups to observe how potential customers discuss the attributes and defects of certain products. That discussion is moderated by one or more researchers.

On the other hand, in depth interviews are more personal and involve only one potential customer and the researchers. This allows a more real interview without the constraints of what can be considered socially acceptable manners. The problem with this research methodology is that it is too expensive and time consuming.

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