Qualitative Research: In-Depth Interviews
Polgar & Thomas (1991) recommend that in-depth interview is
considered a basic method that can help the researcher obtain data effectively,
Also, it gives the interviewer an opportunity to probe for greater depth in
relevant subject areas (maykut & Morehouse,1994). However, the skill of the
interviewer is necessary to be able make a respondent feel comfortable and keep
the discussion relevant (Aaker &Day,1990). In addition, the in-depth
interviews should be conducted on one-to-one basis as it can eliminate the
potential for respondents to be dominated by fellow respondents (Aaker &
Say,1990). Although Kabanaugh et al.(1998) sugest that the focus group is an
excellent means of obtaining information from a
particular group such as tourism expertise and its purpose is also the
generate discussion on a given topic using a series of open-ended questions
(Crabtree et al.1993) an often cited advantage that focus group have over
individual interviews is the use of group dynamics to motivate that focus group
have over individual interviews is the use of group dynamics to motivate
individuals to enter into the discussion (Wimmer and Dominic,2000)
There were several reasons for choosing
in-depth interviews over focus groups for this research. The primary concern
was the potential for some participants to dominate the group. In addition,
according to Thai food and tourism, the Thais tend not to show the real opinion
in the public as it is considered impolite and aggressive, which world limit
the depth of information. As a result, One-one in-depth interviews were considers
a more appropriate interview technique. To ensure its effectiveness, the
in-depth interviews were guided by a checklist of issue (Veal,1992)
