研究者以台灣服務業從業者的服務態度爲例，建議由從業者的角度，以深度訪談的方式來探討影響其服務行爲之內心的認知和態度。本文介紹深度訪談的方式、優點、和資料的處理方式的幾點原則。深度訪談屬於質化研究的一種，其特質是因應每一個受訪者的特性，發展適合他或她的面談方式，所以每一次訪談都是特殊的。質化研究的分析相當強調研究者的獨創性、敏銳性、和在訪問過程中的高度參與度。本文的主要目的是希望藉著對深度訪談的介紹，引發研究者對質化研究的興趣，畢竟在長期使用量化資料之餘，大家都對此研究方法有過不足的省思。

Recent researches on the quality of consumption behaviors were mainly focused on the consumer's side. However, as the consumption behavior is a two-way interactions of consumer and service provider, increasing understanding of the service provider might also beneficial for improving service quality. In-depth interview might be an appropriate method in exploring the social psychological development of the service provider. The implication, the purpose, the sampling procedure, the role of interviewer, the research process, the principles of data analysis, together with the strengthnesses and weaknesses of qualitative research and in-depth interview are instroduced in this paper.