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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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Presentation Transcript
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?
slide3

“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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