Question 9 Jackson is conducting interviews to identify patterns in consumer decision making for high involvement products. Which type of interview should he use if he needs a high degree of comparability among responses no question variability, and to maintain his own neutrality during the interviews? a. Closed-ended b. Unstructured c. Structured C d. Semistructured e. Briefing

The answer is **(c) Structured**. Here's why:* **Structured Interviews:** These interviews use a standardized set of questions asked in the same order to every participant. This ensures high comparability and minimizes question variability. The interviewer's neutrality is maintained by sticking to the script.Let's look at why the other options are less suitable:* **Closed-ended:** While closed-ended questions offer limited response options, they don't necessarily guarantee high comparability or neutrality. The interviewer might still influence the responses through their tone or phrasing.* **Unstructured:** Unstructured interviews are open-ended and allow for free-flowing conversation. This makes it difficult to compare responses and maintain neutrality.* **Semistructured:** Semistructured interviews use a guide with key questions but allow for flexibility. While they offer some structure, they might not be as rigid as structured interviews, making comparability less consistent.* **Briefing:** A briefing is a presentation or information session, not a type of interview.**In Jackson's case, a structured interview is the best choice because it allows him to gather consistent data from multiple participants, enabling him to identify patterns in consumer decision-making for high-involvement products.**