Interviews with industry experts-individuals knowledgeable about the firm and the industry -may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts?
A) Typically, expert information is obtained by unstructured personal interviews without administering a formal questionnaire.
B) These experts may be found both inside and outside the firm.
C) It is helpful to prepare a list of topics to be covered during the interview.
D) All of the above are true.

Question

Quizplus · Accepted Answer

Interviews with industry experts are typically unstructured and do not use formal questionnaires (A), experts can be both internal and external to the firm (B), and having a list of topics can guide the interview (C). Therefore, all statements are true.

Interviews with Industry Experts-Individuals Knowledgeable About the Firm and the Industry