Limitations of inferring attitude from expressed opinion An individual may hide his real attitude and express socially acceptable opinions. He may not really know how he feels about a social issue. He may never have considered the idea seriously. He may not know his attitude about a situation in the abstract and so may be unable to predict his reaction or behavior until confronted with a real situation. It is a conversation in which the roles of the interviewer and the respondent change continually.
Advantages Allows the interviewer to clarify questions.
Can be used with young children and illiterates. Allows the informants to respond in any manner they see fit. Allows the interviewers to observe verbal and non-verbal behavior of the respondents. Means of obtaining personal information, attitudes, perceptions, and beliefs. Reduces anxiety so that potentially threatening topics can be studied.