Here is a topic you don’t read much about, particularly in the marketing research community: What is the optimal number of in-depth interviews to complete in an IDI study?  The appropriate number of interviews to conduct for a face-to-face IDI study needs to be considered at two key moments of time in the research process – the initial research design phase and the phase of field execution.  At the initial design stage, the number of IDIs is dictated by four considerations: 1) the breadth, depth, and nature of the research topic or issue; 2) the hetero- or homogeneity of the population of interest; 3) the level of analysis and interpretation required to meet research objectives; and 4) practical parameters such as the availability and access to interviewees, travel and other logistics associated with conducting face-to-face interviews, as well as the budget or financial resources.   These four factors present the researcher with the difficult task of balancing the specific realities of the research components while estimating the optimal number of interviews to conduct.  Although the number of required interviews tends to move in direct step with the level of diversity and Read Full Text


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