Question

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

A) Depth interviews can uncover deeper insights than focus groups.
B) Depth interviews result in a free exchange of information that may not be possible in focus groups.
C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response.
D) With probing, it is possible to get at the real issue when topics are complex.
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

Answer 1

Skilled depth interviewers are more expensive and harder to find compared to focus group moderators.

Step-by-step explanation:

The correct answer is E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

While the other options mentioned in the question are advantages of using depth interviews over focus groups, option E states the opposite. Skilled depth interviewers might require specific training and expertise, which can make them more expensive and harder to find compared to focus group moderators.