Conducting personal interviews
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Conducting Personal Interviews. MKT 3865 Dr. Don Roy. What We’ll Cover. What is a personal interview? What is the role of interviews in marketing research? What is the process for conducting an interview?. “It takes two people to speak the truth – one to speak, and another to listen.”

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Conducting Personal Interviews

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Conducting personal interviews

Conducting Personal Interviews

MKT 3865

Dr. Don Roy


What we ll cover

What We’ll Cover

  • What is a personal interview?

  • What is the role of interviews in marketing research?

  • What is the process for conducting an interview?


Conducting personal interviews

“It takes two people to speak the truth – one to speak, and another to listen.”

- Henry David Thoreau


A personal interview

A Personal Interview

  • “A purposeful conversation in which one person asks prepared questions (the interviewer) and another answers them (the respondent).”

    Key Points:

  • Directed conversation

  • Used to administer same set of questions consistently

Source: James H. Frey and Sabine M. Oishi (1995), How to Conduct Interviews by Telephone and In Person, Thousand Oaks, CA: Sage Publications.


Role of interviews in marketing research

Role of Interviews in Marketing Research

  • Are interviews a quantitative or qualitative method?

  • What are advantages of conducting a survey versus an interview?

  • What are advantages of conducting an interview versus a survey?


Marketing research methods

Quantitative

Variables or concepts that can be measured numerically. Methods used:

Experiments

Scales (e.g., strongly agree-strongly disagree, bi-polar adjectives)

Qualitative

Variables or concepts that are hard to quantify. Methods used:

Observation

Focus groups

Personal interviews

Marketing Research Methods


Characteristics of interviews

Characteristics of Interviews

  • Quantity and quality of information from each respondent are greater.

  • Interviewer plays major role in success of data collection.

  • Labor intensity of interviews means fewer responses can be collected compared to surveys.


How interviews yield insight

How Interviews Yield Insight

  • Words are the data in qualitative research!

  • Responses are analyzed to look for themes that are repeated by multiple respondents.

  • Themes are the findings of the research.


Interview stages

Interview Stages

  • Introduction – State purpose

  • Ask questions from interview instrument

  • Use probes and prompts to draw out additional information

  • Conclusion – Thank participant, end interview


Introduction

Introduction

  • Engaging in “small talk” OK and useful for gaining trust of respondent.

  • Script will be provided that explains purpose of interview


Asking questions considerations

Asking Questions - Considerations

  • Make sure questions are worded in plain language

  • Do not bias response by way question is asked (consider wording and voice inflection)

  • Ask only one question at a time

  • Use probes and prompts to help respondent give more detailed answers to questions


What s wrong with these questions

What’s Wrong with these Questions?

  • What is your preferred mode of transportation when it is raining or snowing?

  • How do you feel about the planned changes to the lottery scholarship?

  • Should athletes who cheat by taking performance enhancing substances be banned from competition?


Probes

Probes

  • Probes are used to draw out additional info when a response is unclear.

    Examples:

  • Showing interest (“Yes,” “I see,” “uh-huh”)

  • Pause – Silence suggests you’re waiting to hear more

  • Ask a follow-up question to clarify a response (“Could you please explain that?”) or to elicitmore specific info (“Tell me more about…?”)

Source: James H. Frey and Sabine M. Oishi (1995), How to Conduct Interviews by Telephone and In Person, Thousand Oaks, CA: Sage Publications.


Prompts

Prompts

  • Prompts are used to clarify meaning of question when respondent does not understand it properly.

    Examples:

  • Re-read question

  • Provide information to help understanding of question (“MTSU is in Conference USA”)


Closing thoughts

Closing Thoughts

  • YOU are critical to effective data collection… well written questions are not enough!

  • YOU can maximize your performance by being prepared- be familiar with questions before you interview respondent.


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