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Chapter References Marketing research data is essentially of two types, that have already been defined: With respect to primary research, the foremost tool is the personal interview.
The face-to-face contact between researcher and respondent is not equal in terms of the potential quality of data that can be obtained. In the face-to-face interview it is possible to record more than the verbal responses of the interviewee, which are often superficial.
When human beings communicate directly with each other much more information is communicated between them. When two people face one another, the dialogue is conducted on several levels.
It goes beyond verbal expression. The nature of words used, facial expressions and body language all communicate what the other party means.
This chapter explains the role of personal interviews in marketing research. Chapter Objectives Having read this chapter of the textbook the reader will: Structure Of The Chapter The chapter begins by drawing a distinction between structured and unstructured interviews before proceeding to advise on how interviews can best be conducted.
Sources of bias arising in personal interviews are then discussed. This is followed by a detailed account of focus groups covering the role in marketing research, structuring of group sessions, screening of participants and the role of the moderator. Types of personal interview The two main types of interviews conducted in marketing research are structured and unstructured.
Such interviews are entirely informal and are not controlled by a specific set of detailed questions. Rather the interviewer is guided by a pre-defined list of issues. These interviews amount to an informal conversation about the subject. Informal interviewing is not concerned with discovering 'how many' respondents think in a particular way on an issue this is what the final survey itself will discover.
The aim is to find out how people think and how they react to issues, so that the ultimate survey questionnaire can be framed along the lines of thought that will be most natural to respondents. The respondent is encouraged to talk freely about the subject, but is kept to the point on issues of interest to the researcher.
Properly conducted, informal interviews can give the researcher an accurate feel for the subject to be surveyed. Focus groups, discussed later in this chapter, make use of relatively unstructured interviews. Structured standardised interview With structured standardised interviews, the format is entirely different.
A structured interview follows a specific questionnaire and this research instrument is usually used as the basis for most quantitative surveys.
A standardised structured questionnaire is administered where specific questions are asked in a set order and in a set manner to ensure no variation between interviews. Respondents' answers are recorded on a questionnaire form usually with pre-specified response formats during the interview process, and the completed questionnaires are most often analysed quantitatively.
The structured interview usually denies the interviewer the opportunity to either add or remove questions, change their sequence or alter the wording of questions.Watch "Camp Fire now deadliest in California history after at least 42 are killed", a CBSN video on ashio-midori.com View more CBSN videos and watch CBSN, a live news stream featuring original CBS.
Even though you are fully prepared for the interview, make sure that positive communication is the key! You should be dressed up professionally and act as you’re a matured worker. Always have great smile on your face and don’t forget to shake hands when you meet with your interviewer.
HuffPost and The Sacramento Bee, in partnership with the Sacramento Public Library, host a conversation about accountability after the Stephon Clark shooting. Marketing research data is essentially of two types, that have already been defined: secondary and primary.
With respect to primary research, the foremost tool is the personal interview. I’ve some free interview tips for face to face interview, in addition to face to face interview tips: 5 things you need to make sure. Even though you are fully prepared for the interview, make sure that positive communication is the key!
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