Interviews; What's good and bad about it?

Interviews; people are asked Questions. This is Primary Research -Done via Face-Face or Telephone -Given to existing or Potential Customers -Interviewers can explain further to maybe complex questions -Can target specific customers, to gain views Bad; -Money and time consuming, for a large enough sample to come through to represent the population -Customers may rush and answer in-accurate to questions, making unreliable information