What research method is primarily used to gather in-depth insights on personal beliefs and attitudes?

The primary research method used to gather in-depth insights on personal beliefs and attitudes is the interview. This approach allows for a one-on-one interaction between the researcher and the participant, facilitating a deeper exploration of individual thoughts, feelings, and motivations. Interviews are particularly effective for understanding complex subjects where nuanced opinions are involved. The open-ended nature of the questions typically asked in interviews encourages participants to express their views in detail, leading to richer qualitative data.

In contrast, focus groups involve a small group of participants discussing a topic, which can provide diverse perspectives but may not delve as deeply into individual beliefs as a personal interview can. Surveys often utilize structured questions, which may limit the depth of responses and do not allow for the flexibility to explore topics as thoroughly as interviews do. Observation can yield valuable insights about behaviors and interactions but may not effectively capture the internal beliefs and attitudes of individuals, as it relies more on visible actions rather than verbal explanations.