What types of personal interviewing methods are used in marketing research?
Answer
Personal interviewing methods used in marketing research are generally classified into in-home interviews, mall-intercept interviews, executive interviews and purchase intercept interviews. In-home interviews are conducted in respondent's home with a structured question and answer exchange between respondent and the interviewer. As respondent is in the comfort of their home likelihood of them answering the questions is higher in comparison. In case of executive interview, exchange happens in the office of business executive. These sorts of interviews are conducted to gather industry related or market related information. Mall-intercept interviews, as name suggests, are face-to-face personal interviews which occur in a shopping mall. Mall shoppers are stopped and asked for feedback or specific issues. In the case of purchase-intercept interviews respondents are stopped and asked for feedback on the product bought.