THE CONTROVERSY OVER DETAILED INTERVIEWS – AN OFFER FOR NEGOTIATION.

Since the beginning of the social research, students have tried to combine the value of detailed qualitative applications with advantages of more formalized techniques which could be managed on a mass basis. A line along which such an integration could come about emerges. It is also invaluable at the end of a study for anyone who is not satisfied with the mere recording of the low correlations usually obtained. From the beginning, public opinion research has been badgered by the problem of "depth." Two philosophies of research have arisen, one wedded to the so-called depth interviewing, the other content with more objective methods of research. The author of this article is also the Director of Columbia University's Office of Radio Research, and a consultant on problems of public opinion research to various private and government organizations. His writings on radio research are well known.