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Personal, Telephone and Mail Interviews

Discuss Personal, Telephone and Mail Interviews within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Personal Interviews Personal interviews are widely used in marketing research. In a personal interview; the interviewer asks the questions of ...

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Personal, Telephone and Mail Interviews - September 7th, 2010

Personal Interviews
  • Personal interviews are widely used in marketing research.

  • In a personal interview; the interviewer asks the questions of the respondent in a face-to-face situation.

  • The interview take place at the respondent's home or at a central location, such as a shopping mall or a research office.
  • Mall intercept interviews are the predominant type of personal interview.
  • The popularity of this type of personal interview is the result of its cost advantage over door-to-door interviewing, the ability to demonstrate products or use equipment that cannot be easily transported, greater supervision of interviewers, and less elapsed time required.
  • Mall intercept interviews involve stopping shoppers in a shopping mall at random, qualifying them if necessary, inviting them into the research firm's interviewing facilities that are located at the mall, and conducting the interview.

  • Qualifying a respondent means ensuring that the respondent meets the sampling criteria. This-could involve a quota sample where there is a desire to interview a given number of people with certain demographic characteristics such as age and gender.

  • Or it could involve ring that all the respondents use the product category being investigated. Shopping mall interviews generally take place inside special facilities in the center that are operated by a commercial research firm. These facilities make possible a variety of interview formats not available when the interviews are conducted door-to-door.

  • Individuals who visit malls are not a representative of the entire population. An additional problem with intercept interviews at malls where research firms maintain permanent facilities is "respondent burnout,"

  • That is, a significant portion of a given mall's customers shop at the mall regularly. over time, these regular shoppers will be randomly. selected into numerous studies.

  • Both their willingness to cooperate and the nature of their responses will change as the% participate in more and more studies.
  • Intercept interviews are not limited to shopping malls. Increasingly, interest interviews are conducted at locations relevant to the population of interest.

  • An emerging type of personal interviewing is the in-store intercept. In-store intercept interviews involve interviewing individuals inside retail outlets, generally immediately after they have purchased the product category in question.

  • One version of this approach, the purchase intercepts technique (PIT).



Telephone interviews
  • Telephone interviews involve the presentation of the questionnaire by telephone. Computer-assisted telephone interviewing (CATI) dominates large-scale telephone interviews.

  • A stand-alone CATI system involves programming a survey directly in one or more personal computers.

  • The telephone interviewer then reads the questions front a television-type screen and records the answers directly on the terminal keyboard or directly on the screen with a light pen.

  • The flexibility associated with the computer provides a number of advantages. often exact set of questions a respondent is to receive will depend on answers to earlier questions.

  • For example, individuals who have a child under age three might receive one set of questions concerning food purchases whereas other individuals would receive a different set.

  • The computer, 4 in effect, allows the creation of an "individualized” questionnaire for each respondent based on answers to prior questions.
  • A second advantage is the ability of the computer to present different versions of the same question automatically.

  • For example, when asking people to answer questions that have several stated alternatives, it is desirable to rotate the order in which the alternatives are presented. This is easy with a CAT1 system.
  • Another advantage of CATI system- is the ease and speed with which a bad question can be changed or a new question added.

  • CATI systems also edit data as they are entered. That is, the computer can be programmed to highlight inconsistent answers across questions, to refuse answers outside a defined range, to ensure that constant sum question responses total properly, and so forth.
  • Finally, data can easily be analyzed and interim reports issued.

  • Interim reports may allow one to stop a survey if the "answer" becomes clear before the scheduled number of interviews has been completed. Final reports can also be produced rapidly.



Mail Interviews
  • Mail interviews may be delivered in any of several ways.

  • Generally, they are mailed to the respondent and the completed questionnaire is returned by mail to the researcher.

  • However, the forms can be left and/or picked up by company personnel. They can be also distributed by means of magazine and newspaper inserts or they can be attached to products.

  • The warranty card attached to most Consumer products as a useful source of survey data for many manufacturers
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Re: Personal, Telephone and Mail Interviews
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James Cord
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Re: Personal, Telephone and Mail Interviews - March 2nd, 2016

Quote:
Originally Posted by abhishreshthaa View Post
Personal Interviews
  • Personal interviews are widely used in marketing research.

  • In a personal interview; the interviewer asks the questions of the respondent in a face-to-face situation.

  • The interview take place at the respondent's home or at a central location, such as a shopping mall or a research office.
  • Mall intercept interviews are the predominant type of personal interview.
  • The popularity of this type of personal interview is the result of its cost advantage over door-to-door interviewing, the ability to demonstrate products or use equipment that cannot be easily transported, greater supervision of interviewers, and less elapsed time required.
  • Mall intercept interviews involve stopping shoppers in a shopping mall at random, qualifying them if necessary, inviting them into the research firm's interviewing facilities that are located at the mall, and conducting the interview.

  • Qualifying a respondent means ensuring that the respondent meets the sampling criteria. This-could involve a quota sample where there is a desire to interview a given number of people with certain demographic characteristics such as age and gender.

  • Or it could involve ring that all the respondents use the product category being investigated. Shopping mall interviews generally take place inside special facilities in the center that are operated by a commercial research firm. These facilities make possible a variety of interview formats not available when the interviews are conducted door-to-door.

  • Individuals who visit malls are not a representative of the entire population. An additional problem with intercept interviews at malls where research firms maintain permanent facilities is "respondent burnout,"

  • That is, a significant portion of a given mall's customers shop at the mall regularly. over time, these regular shoppers will be randomly. selected into numerous studies.

  • Both their willingness to cooperate and the nature of their responses will change as the% participate in more and more studies.
  • Intercept interviews are not limited to shopping malls. Increasingly, interest interviews are conducted at locations relevant to the population of interest.

  • An emerging type of personal interviewing is the in-store intercept. In-store intercept interviews involve interviewing individuals inside retail outlets, generally immediately after they have purchased the product category in question.

  • One version of this approach, the purchase intercepts technique (PIT).



Telephone interviews
  • Telephone interviews involve the presentation of the questionnaire by telephone. Computer-assisted telephone interviewing (CATI) dominates large-scale telephone interviews.

  • A stand-alone CATI system involves programming a survey directly in one or more personal computers.

  • The telephone interviewer then reads the questions front a television-type screen and records the answers directly on the terminal keyboard or directly on the screen with a light pen.

  • The flexibility associated with the computer provides a number of advantages. often exact set of questions a respondent is to receive will depend on answers to earlier questions.

  • For example, individuals who have a child under age three might receive one set of questions concerning food purchases whereas other individuals would receive a different set.

  • The computer, 4 in effect, allows the creation of an "individualized” questionnaire for each respondent based on answers to prior questions.
  • A second advantage is the ability of the computer to present different versions of the same question automatically.

  • For example, when asking people to answer questions that have several stated alternatives, it is desirable to rotate the order in which the alternatives are presented. This is easy with a CAT1 system.
  • Another advantage of CATI system- is the ease and speed with which a bad question can be changed or a new question added.

  • CATI systems also edit data as they are entered. That is, the computer can be programmed to highlight inconsistent answers across questions, to refuse answers outside a defined range, to ensure that constant sum question responses total properly, and so forth.
  • Finally, data can easily be analyzed and interim reports issued.

  • Interim reports may allow one to stop a survey if the "answer" becomes clear before the scheduled number of interviews has been completed. Final reports can also be produced rapidly.



Mail Interviews
  • Mail interviews may be delivered in any of several ways.

  • Generally, they are mailed to the respondent and the completed questionnaire is returned by mail to the researcher.

  • However, the forms can be left and/or picked up by company personnel. They can be also distributed by means of magazine and newspaper inserts or they can be attached to products.

  • The warranty card attached to most Consumer products as a useful source of survey data for many manufacturers
Hi there,

i am sharing Study on E-Mail Interviewing in Qualitative Research, please check attachment below.
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