PPT 7 Flashcards
What are the types of interviews used in market surveys?
The four types of interviews are:
Structured & Direct Interviews
Unstructured & Direct Interviews
Structured & Indirect Interviews
Unstructured & Indirect Interviews
What is a Structured & Direct Interview?
A formal interview where a predesigned questionnaire is used, often with closed or open-ended questions. Field interviewers follow strict guidelines and cannot deviate from the format or order of questions.
What is an Unstructured & Direct Interview?
Used in exploratory research with open-ended questions, providing interviewers freedom to probe deeply. Often conducted by skilled interviewers to gather qualitative insights.
What is an Indirect Interview?
An interview that uses projective techniques to uncover hidden emotions, attitudes, and motives. Respondents are presented with ambiguous scenarios and asked to interpret them based on their own beliefs.
What are the advantages of Personal Interviews?
Personal interviews allow for more in-depth responses due to face-to-face interaction. Non-response is low, but response bias can be high. They are costly but provide higher quality samples.
What is a Telephone Interview?
A quick and inexpensive method to gather limited information. While body language is missed, voice intonations can provide some insight. It’s not used for indirect interviews.
What are Mail Interviews?
These can be conducted via postal or email, allowing respondents to answer at their leisure. They are inexpensive but have high non-response rates and may suffer from bias.
What is a Focus Group?
A qualitative research technique where a moderator conducts a discussion with 8–12 participants, fostering interaction to uncover attitudes, opinions, and behaviors. It’s primarily used for idea generation rather than problem-solving.
What are Panels in market research?
Panels are groups of consumers, households, or firms that provide continuous data over time on purchases or media consumption. They offer longitudinal insights and are useful for tracking market trends.
