Which method provides detailed responses by asking individuals several questions?

• A. Surveys and questionnaires
• B. Mystery shopper programmes
• C. Focus groups
• D. Interviews

Answer: (D)

Interviews are designed to elicit detailed responses as they involve one-on-one conversations where the interviewer can ask several follow-up questions and delve deeper into the participant's thoughts and feelings. This method is effective for gathering nuanced information because it creates an environment where the interviewee may feel more comfortable sharing their opinions and experiences in a way that structured methods cannot always achieve.

In interviews, the flexibility allows the interviewer to probe for clarity or further detail based on the responses given, facilitating a deeper understanding of the topic at hand. This approach can uncover insights that may not emerge in more standardized data collection methods, such as surveys or questionnaires, where responses tend to be limited in scope and depth. The personalized nature of interviews fosters a more dynamic exchange, enhancing the richness and quality of the information gathered.

Other methods, while useful in their own right, do not consistently provide the same level of detail and depth of insight. For instance, surveys and questionnaires typically offer quantitative data and analyze trends rather than exploring individual experiences thoroughly. Focus groups can also gather rich data, but the group dynamic may influence individual responses and limit the opportunity for deeper exploration of each participant's thoughts. Mystery shopper programs offer observational data and feedback but do not involve direct questioning or engagement with individuals