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Advantages - gives researchers higher response rates compared to mail surveys,  greater flexibility in dealing with the respondents, more control over conditions in which the questions are asked, increased control over the order and completeness of questioning, opportunity to observe and record reactions not covered by the questionnaire.

Disadvantages - Relatively greater research costs, tendency of respondents to answer certain questions differently in the face of an interviewer, greater inconvenience imposed on respondents, less anonymity for respondents, the interviewers themselves can influence the information gathered