When you talk to consumers, you have to make sure that everything is about quality, not quantity. The interview process will allow for an in-depth overview with emotional insight that can be used to create a hypothetical test with activity changes. In the face-to-face interview, the choice of location is also the i-phone retail store. Five retail outlets will be selected. Face-to-face interviews are more credible and involve participants in the process (Hayter, 2007). When we consider that a person is relaxed during an interview, participants feel secure enough to reveal the emotions behind their attitude. Therefore, it also becomes a possibility to discover perspectives that would otherwise be impossible to find through any other medium.
Organized interviews are considered essential because they help ensure that each interview is conducted in exactly the same way as the questions that need to be asked. From this perspective, structured interview is a means to collect data for statistical investigation. In this case, the interviewer will only collect data and will not conduct self-management questionnaire. The interviewer will read the questions as carefully as if they were on a questionnaire. The answer to the question is fixed and open (Hayter, 2007). Both methods are used in structured interviews. Structured interviews further standardize the order in which respondents are asked questions.