Methods of marketing research-

interview

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 Monirba {Allahabad university}
 Supported by – Manish kanojia (MBA III sem}


 BY- ASHISH KUMAR
MISHRA
 M.B.A.
 What is interview?
 In the reference of marketing research,
interview is a method of primary data
collection in which the investigator
questions to the respondent in a face to face
meeting to collect informations regarding
the area of interest of the marketer.
 The answers may be written down or tape
recorded by the interviewer .

 TYPES OF INTERVIEW
1- PERSONAL INTERVIEW
2- TELEPHONIC INTERVIEW

3- DEPTH INTERVIEW

 INTERVIEWER’S PROBLEMS
 Procurements of interviewers
 Training and developing interviewers

 Motivating and integrating interviewers

 Checking errors of interviewers

 Cheating


 respondent’s problems
Response errors-
a) Semantics

b) Deliberate falsification

Non response errors-

a) Refusals

b) Not presence at places


Some do’s and don’ts to the

interviewers
 Do’s
 1- Always carry proper identification
2- Interview strangers, not friends, unless specially told to

interview people you

 know
3- Sell yourself to the respondent-make him/her like you

4- Conduct interview in a relaxed, friendly atmosphere. Remember

that you have to set a tempo in a way, that you are host even
you are in the responder’s home
5- Read the questions word by word, exactly as written

6- follow the order of questions given in the questionnaire

7- Give enough time to respondent to think each question

thoroughly



 DO'S
8- Record replies verbatim expect when otherwise instructed or the
length of reply prevents doing so
9- Make your entries accurate and legible

10- Unless otherwise instructed, record unsolicited comments that

pertain to the subject matter

11- While on the premises, check your interviews for completeness

and legibility
12- Start early I the day while people are still at homes

13- Meet your deadline and beat it if possible

14-Be polite while the interview is going on

 don’ts
 1- Don’t ever compromise with the quality, if you can’t complete
an assignment,
 notify your supervisor, but don’t rush interviews
2- Don’t deviate from a business attitude while interview

3-Don’t allow your personal problems to interfere your work

4- don’t do anything but the survey at hand, don’t try to combine

one survey to another, with sales or other activities

5- Don’t take anyone with you when you interview

6- Don’t deviate from the prescribed sampling in order to seek

“good” respondents. Don’t reuse the same respondents


 DON'TS
7- Don’t interpret questions. If they don’t understood questions,
reread them and ask the respondents to interpret them
himself/herself
8- Don't allow the responder to read over your shoulders. Don’t

ever let him read the questionnaire or responses you have

recorded unless specifically instructed to do so
9- Don’t concentrate your interview on only one or two

neighborhoods only unless told to do so. Don’t work near your

own home
10- Don’t ever begin work unless fully equipped
 advantages
 Requires relatively shorter period of time to
complete
 Researcher can procure many different types
of informations
 The amount of information procured on each
aspect is larger
 Greater degree of accuracy
 The data is obtained are more reliable and
valid

 Disadvantages
 The cost of per completed interview is relatively
higher
 The investigator may have more difficulties in
administrating the interview schedule
 respondents may not be available at their places, give
biased responses, even can refuse to co-operate
with the interviewer.
 The investigator may involve in cheating, that is very
difficult to detect
 More time requirement comparing to other methods
 CONCLUSION

 THERE ARE SEVERAL METHODS

REGARDING TO THE MARKETING RESEARCH.
BUT INTERVIEW IS THE MOST IMPORTANT
AND RELIABLE TECHNIQUE IF IT IS DONE
CAREFULLY AND SERIOUSLY. SO THERE IS
A NEED OF HIGH PROFESSIONAL SKILL
AND ATTITITUDE TO GET BEST RESULTS OF
THE MARKETING SERVEY.
 References-
 MARKETING RESEARCH PRINCIPALS, APPLICATIONS
AND CASES
 BY-
D.D. SHARMA


 MARKETING RESEARCH A SOUTH ASIAN

PERSPECTIVE

BY- CHURCHILL,
LACOBUCCI, ISRAEL


WWW.GOOGLE.COM
