A drawback of personal (in-depth)interviews as a data collection method in marketing research is that:
A)they have a high cost per contact for every respondent studied.
B)they do not generate as many ideas as group methods do.
C)they have an element of confusion as there is high geographic dispersion.
D)they have a lesser depth of response than other interviews.

Question

Quizplus · Accepted Answer

Personal interviews have a high cost per contact as they require a skilled interviewer to conduct the interview, and typically involve more time and effort than other data collection methods. Therefore, they are not as cost-effective as other methods such as online surveys or telephone interviews.

A Drawback of Personal (In-Depth)interviews as a Data Collection Method