Unstructured and Direct Interviews :

The structured question provide limited answers . sometimes they give only two alternatives i ,e, yes or no whereas the marketing management may desire to known the reasons for the facts and the phenomena. Direct questions in this case rarely elicit useful answer diagnose the problems or find motive behind the responses. To overcome these difficulties marketing researchers have adapted psychoanalysis. instead to approaching the respondents with a fixed list of questions the interviewer is given the freedom t talk openly about the subject. The interviewer is given only general instructions about the type of information desired. The purpose of the interview is clear but the response to the question is open ended.