In-Depth Personal Interviews

[Description] [Pros] [Cons] [Common Uses] [Resources]

Description

A qualitative data collection method involving less rigid question structure and interviewing style than quantitative methods. Interviewers use a question guide to illicit responses from a participant, using open-ended questions. This method offers more detailed and rich findings on such issues as attitudes, beliefs and comprehension.

Pros

• Can explore long or complex draft material
• Can be effective with persons of lower literacy
• Allows considerable opportunity to probe answers
• Allows for intensive investigation of individual thought, opinions, and attitudes

Cons

• Time consuming
• Requires level of trust between interviewer and respondent, especially when dealing with sensitive or threatening material
• Interviewer must be highly skilled in active listening, probing, and other interviewing skills
• Interviewer must be knowledgeable about and sensitive to a respondent's culture or frame of reference

Common Uses

• Develop concepts or messages
• Test long or complex draft materials or test comprehension
• Conduct a needs assessment
• Gather input from gatekeepers and stakeholders

Resources

For guidance on how to plan focus groups, see Steps for Conducting Focus Groups and In-depth Interviews.

See a question list for in-depth interviews held with CDC personnel about the CDC Director's Physical Activity Challenge. CDC_In-depth_Interview.pdf

See a guide for in-depth interviews with people involved in epilepsy communication efforts. Epilepsy_In-Depth_Interview.pdf

See a report on one-on-one interviews conducted to pretest materials for CDC’s diabetes and immunization campaign: DB_Materials_Pretest.pdf