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7: Selecting and researching potential countries/markets
abroad > Implementing the research brief >
Evaluate the shortlisted countries in detail >
Techniques for formal in-market research > Personal interviews |
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Personal interviews
The personal, face-to-face interview is
normally the most reliable method of obtaining data at
both the industrial and consumer levels, and is essential
where great accuracy in terms of the responses received
is required. This method involves the interviewer adopting
both a questioning as well as an observing role.
Valuable information can be gained about
respondents' attitudes toward a particular product by
observing their reactions and facial expressions as they
answer questions during the interview. The opportunity
to make such observations is one of the many advantages
of the personal interview. Sound knowledge of cultural
nuances is essential. Other advantages are:
- The interviewer can cover a wide range
of questions
- The researcher has greater control over
the interview than (s)he would have talking over the
telephone
- Samples or illustrative literature can
often persuade the respondents to answer questions more
freely than they might if they were being questioned
over the telephone or through the medium of a postal
questionnaire
- Through the contact established in a
personal interview, the researcher can often gain introductions
to other potential respondents
Some of the disadvantages of personal interviews
include:
- The high cost involved - the researcher
can seldom conduct more than three or four interviews
per day
- The possibility of interviewer error
or bias - this is particularly prevalent where the interviewer
asks open-ended questions and must interpret the response
- Consumer research is particularly difficult
where the researcher is unfamiliar with the habits and
customs of the local population. If consumer interviews
need to be performed in a country that is culturally
or linguistically incompatible with the researcher's
own country, it may be a good idea to commission a local
market research agency or consultant to carry them out
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