Professional Interviewer Training: Basics of Interviewing

1. Professional Interviewer Basic Training – Part One CMOR- MRA Interviewer Training Modules Basics of Interviewing

2. The Marketing Research Process General Research Definitions Characteristics of a Successful Interviewer Types of Interviews - Qualitative and Quantitative Do Not Call Issues / Pat Responses / Industry Support Research Process / Survey Settings Sample Disposition Screening / Recruiting of Respondents Refusals / Terminations Questionnaire Description Study Materials Professional Interviewer Training Agenda CMOR- MRA Interviewer Training Modules Basics of Interviewing

3. Professional Interviewer Training – Agenda (2) • Quality Assurance / Validation / Monitoring • Do’s and Don’ts • Respondent Cooperation • Practice and OTJ Training • Classroom Training • Continuation of Training – CMOR/MRA Modules available • Briefing • Voice Quality and Attitude • Verbatim • Types of Questions • Probing and Clarifying • Verbal and Non-Verbal Bias • Confidentiality CMOR- MRA Interviewer Training Modules Basics of Interviewing

4. Marketing The act or process of buying and selling in a market; the commercial functions involved in transferring goods from producer to consumer. CMOR- MRA Interviewer Training Modules Basics of Interviewing

5. Opinion A view, judgment or appraisal formed in the mind about a particular matter; a generally held view; a belief stronger than an impression and not as strong as a positive knowledge CMOR- MRA Interviewer Training Modules Basics of Interviewing

6. Research A scholarly or scientific inquiry or investigation; to study thoroughly so as to present in a detailed and accurate manner. CMOR- MRA Interviewer Training Modules Basics of Interviewing

7. What is Marketing Research? • The process of data collecting and analyzing. • Marketing research specifies the information required to address business issues, designs the method of collecting information, manages and implements the data collection process, analyzes and communicates the findings and their implications. CMOR- MRA Interviewer Training Modules Basics of Interviewing

8. User of Research/Client • The End User or the person/company requesting the research are usually manufacturers, retailers, service providers, politicians and other private and public concerns that require information in order to make knowledgeable marketing and business decisions. CMOR- MRA Interviewer Training Modules Basics of Interviewing

9. Full Service Research Firm or Research Consultant • Specialize in the design, implementation, data collection, data processing and analysis of the information and recommendations to the end user. • A buyer of Data Collection Services. CMOR- MRA Interviewer Training Modules Basics of Interviewing

10. Data Collection • Data collection companies specialize in collecting data, utilizing the methodology designed by the End User, research supplier or consultant. CMOR- MRA Interviewer Training Modules Basics of Interviewing

11. Interviewer -Description • The interviewer is the KEY PERSON in the process of collecting and analyzing data. • The interviewer creates the vital link between product and service providers and consumers. • The interviewer is the person who asks the appropriate questions and records the answers. CMOR- MRA Interviewer Training Modules Basics of Interviewing

12. Interviewer -Description • The Interviewer has a position of trust and responsibility. • The interviewer conveys to the respondents the value of their participation and that their OPINIONS COUNT. • Marketing Research does not happen without the INTERVIEWER. CMOR- MRA Interviewer Training Modules Basics of Interviewing

13. Respondent • The person who is interviewed. No matter what type of survey is being conducted, the person being interviewed is always called the respondent. • An interviewer’s responsibility is to contact the respondents, ask them the appropriate questions and record their answers. CMOR- MRA Interviewer Training Modules Basics of Interviewing

14. Interviewer: The Data Collection Professional Skills Required • Articulate and have pleasant phone and in-person manners • Friendly and persuasive / able to accept rejection • Be able to read and write, listen and record verbatim and follow directions • Good Communication / language skills • Accurate recording and quick typing skills • Clear tone of voice and appropriate intonation • For person-to-person – good posture, friendly, non-threatening eye contact, appropriate dress • Able to maintain confidentiality CMOR- MRA Interviewer Training Modules Basics of Interviewing

15. Two Basic Research Methods • Quantitative • Qualitative CMOR- MRA Interviewer Training Modules Basics of Interviewing

16. Quantitative • Research used to statistically estimate the viewpoints or usage habits of a population, providing estimates or percentages or averages. • Large numbers of contacts or persons interviewed; typically shorter interviews than Qualitative interviews. • Telephone, mail, intercept, door-to door, internet or web surveys, central location tests, mystery shopping and in-home use studies are all used in quantitative research. CMOR- MRA Interviewer Training Modules Basics of Interviewing

17. Qualitative • Research that yields an in-depth understanding about an issue • Focuses on a small number of people • Longer and often unstructured • Outline used instead of a questionnaire • Tends to be conducted in person CMOR- MRA Interviewer Training Modules Basics of Interviewing

18. Research Process • Design and Management of research project • Methodology (Design) and target respondent are identified • Screen and questionnaire are developed • Briefing • Eligible respondents identified through screening and then interviewed • Monitoring, Validation and Editing ongoing • Data Processing • Analysis and Report Note: terms will be defined on future slides CMOR- MRA Interviewer Training Modules Basics of Interviewing

19. Methodology • Definition of Methodology The specifications used to collect the data such as: size and nature of the sample, frequency of people responding, the questions to be asked and how to administer the questions, the data analysis and the reporting of the data. CMOR- MRA Interviewer Training Modules Basics of Interviewing

20. Survey Settings • Central Location • On-Site – such as a person’s home • Intercept – mall locations, other remote locations – such as a fast food restaurant, a movie theatre, etc. • Internet – involves an interview if phone recruiting • Mail surveys • Telephone • Constantly changing as technology changes and people change their habits CMOR- MRA Interviewer Training Modules Basics of Interviewing

21. Sample: Who do we contact? • Definition of Sample A subgroup of the elements (characteristics) of a population selected for participation in the study. CMOR- MRA Interviewer Training Modules Basics of Interviewing

22. Sample: Who do we contact? • Sampling Instructions: Procedures an interviewer follows in selecting respondents (from the provided sample) to interview. These sampling instructions may also be called sampling plans or procedures or respondent selection. Must be followed exactly to assure accurate respondent selection.

23. Sample: Who do we contact? • Examples • On the phone, the sample (phone numbers) will be provided for you – may be Random Digit Dial or a client-provided list • For Qualitative Recruiting – Database, referrals, client-provided lists are a few resources CMOR- MRA Interviewer Training Modules Basics of Interviewing

24. Accuracy of Recording Dispositions • Dispositions – the process of recording the results of every contact • Recorded: • digitally into the computer. • manually by hash marks on a tally sheet. A tally sheet is a record of all your contacts by day. Some studies require that the record keeping be kept on the survey itself, with each complete being a record of dispositions since the last complete. • Accuracy is vital – information is used in calculations. CMOR- MRA Interviewer Training Modules Basics of Interviewing

25. Screening:Finding a Respondent • The procedure which involves interviewers asking specific questions to determine if respondents are eligible or qualified for a particular study. Done at the very beginning of the interview. CMOR- MRA Interviewer Training Modules Basics of Interviewing

26. Refusals and Terminations • Respondent chooses to refuse or terminate the contact • Initial Refusal (no questions are asked) • Qualified Refusal (qualifies- refused to continue) • Mid-term (refused to continue after starting) • Interviewer chooses to terminate the contact • Hard of hearing – hard to communicate • Language barrier • Discovery of not qualified • Cannot read during the interview due to sight problems • Respondent impaired or abusive CMOR- MRA Interviewer Training Modules Basics of Interviewing

27. Questionnaire • The printed or computer script or instrument used to ask specific questions. Questions are to be asked exactly the same way by all interviewers on a study. CMOR- MRA Interviewer Training Modules Basics of Interviewing

28. Basic Parts of a Questionnaire • Introduction • Screener Questions • Qualification Questions • Past Participation • Security • Main Questionnaire • Demographics • Respondent Information • Thank you CMOR- MRA Interviewer Training Modules Basics of Interviewing

29. Questionnaire Flow • Skip Patterns • Rotation Patterns CMOR- MRA Interviewer Training Modules Basics of Interviewing

30. Study Materials • ALL materials used while a study / project is being conducted are to be kept confidential and out of sight at all times. • Only personnel (supervisor, interviewer and respondent) directly involved in a study should be privy to the materials. • Clients may require that all materials be destroyed or returned at the end of the project • Confidentiality of a study can be jeopardized if you lose sight of any materials / test products. CMOR- MRA Interviewer Training Modules Basics of Interviewing

31. Briefings • Before every research study, a briefing should be held. During the Briefing the following should be discussed: • Define the purpose of the study • Use of study materials • Quotas • Length of survey • The screening criteria of the respondents • A review of the survey questions – question by question • Any technical skills needed – computers, etc. • A practice should be included in the briefing CMOR- MRA Interviewer Training Modules Basics of Interviewing

32. Verbatim • Recording exactly the words given by a respondent. • Reading a questionnaire exactly word for word to a respondent. CMOR- MRA Interviewer Training Modules Basics of Interviewing

33. Importance of Your Voice and Your Attitude CMOR- MRA Interviewer Training Modules Basics of Interviewing

34. Voice Skills • Voice Quality • Concentration or Focus • Enthusiasm • Good Listening Skills • Attention & Presence CMOR- MRA Interviewer Training Modules Basics of Interviewing

35. Voice Quality • Force • Breathing • Diction • Voice Variety • Tone Quality • Pitch and Inflection • Rate • Tone CMOR- MRA Interviewer Training Modules Basics of Interviewing

36. Concentration or Focus on the Respondent • Distraction by personal problems or feelings • Distraction during interview • respondent’s environment • your equipment, sounds on the phone line or in the mall, etc. • your surroundings, co-workers etc. • Focus on respondent - LISTEN CMOR- MRA Interviewer Training Modules Basics of Interviewing

37. Enthusiasm • Reduces refusals & midterms • Creates respondent interest in the interview • Enhances communication • Builds self-confidence and assurance in what you are doing • Promotes success in your job CMOR- MRA Interviewer Training Modules Basics of Interviewing

38. Good Listening Skills • LISTENING is the Interviewer’s #1 job • What the RESPONDENT says is what the interview is all about • Control the pace to enhance understanding and accurate recording • Slow down • Speak up • Ask for help from respondent CMOR- MRA Interviewer Training Modules Basics of Interviewing

39. Attention & Presence • BE… • Awake • Alert • In the present • Helpful Hints: • Visualize respondent as a new and interesting friend • Imagine other times when you are “at-your-best” and focused • Know that the respondent’s opinions are important CMOR- MRA Interviewer Training Modules Basics of Interviewing

40. Types of Questions • Closed-End • Open-End CMOR- MRA Interviewer Training Modules Basics of Interviewing

41. Closed-End Questions Questions that have the possible answers printed on the questionnaire. The interviewer is required merely to indicate the respondent’s answer from the possible choices. • Yes /No • Rating Scales • Rank Ordering • Sorting • Multiple Choice CMOR- MRA Interviewer Training Modules Basics of Interviewing

42. Open-End Questions Questions which have no set of anticipated responses listed on the questionnaires. The interviewer records the respondent's verbatim response. • Verbatim and accurate recording • Need to “probe” for completeness • Need to “clarify” for understanding • Can sometimes require short response • Numeric • Names CMOR- MRA Interviewer Training Modules Basics of Interviewing

43. Probing PROBES are additional questions designed to elicit a more thorough or complete response after the respondent has initially answered an open-ended question • What else… • Why do you say… • Who else… • What other… • Are there any other… CMOR- MRA Interviewer Training Modules Basics of Interviewing

44. Probing Symbol • Used to indicate where a probing question was asked • Typed as… • (two spaces “P” and then two spaces) • Written as… • “(p)” • Sometimes client specific • “w/e” • “why” etc. CMOR- MRA Interviewer Training Modules Basics of Interviewing

45. Clarification CLARIFY is to ask for additional explanation or clarification of an ambiguous or non-specific answer to an open-end question by repeating or rephrasing all or some part of the question. Sometimes it will use "help" statements provided by the client. • What do you mean by… • What is there about…. • In what way is… CMOR- MRA Interviewer Training Modules Basics of Interviewing

46. Clarifying Symbol • Used to indicate where a clarification question was asked • Typed as… • (two spaces “C” and then two spaces) • Written as… • “(C )” • Sometimes client specific • “C” – followed by the unclear word or phrase that was clarified CMOR- MRA Interviewer Training Modules Basics of Interviewing

47. Examples of Key Words to Clarify CMOR- MRA Interviewer Training Modules Basics of Interviewing

48. Recording Open Ends • Exact words – never summarize. Write in the FIRST PERSON. Example: I really … • Do not complete respondents phrases • Do not correct grammar but clarify slang – meaning may be misunderstood • For Probing / Clarifying – necessary to show “marks.” Client needs to know difference between top of mind and prompted. • Never record “Same as above” – unless the respondents states exactly that. CMOR- MRA Interviewer Training Modules Basics of Interviewing

49. How can I, as an interviewer, affect the quality of the information that is gathered on open-end questions? CMOR- MRA Interviewer Training Modules Basics of Interviewing

50. Improving Quality to CLIENTS! • Doing a good job on open-end questions is just one of the ways we can provide quality information to our clients and have them come back to our company for more quality work! CMOR- MRA Interviewer Training Modules Basics of Interviewing