methods of marketing research- interview

8/14/2019 Methods of Marketing Research- Interview

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Methods of marketing research-

interview

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

BY- ASHISH KUMARMISHRA M.B.A.


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What is interview?

In the reference of marketing research,interview is a method of primary datacollection in which the investigatorquestions to the respondent in a face to facemeeting to collect informations regardingthe area of interest of the marketer.

The answers may be written down or tape

recorded by the interviewer .


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TYPES OF INTERVIEW

1- PERSONAL INTERVIEW2- TELEPHONIC INTERVIEW3- DEPTH INTERVIEW


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INTERVIEWERS PROBLEMS

Procurements of interviewers

Training and developing interviewers

Motivating and integrating interviewers

Checking errors of interviewers

Cheating


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respondents problems

Response errors-a) Semanticsb) Deliberate falsification

Non response errors-

a) Refusalsb) Not presence at places


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Some dos and donts to the

interviewers


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Dos

1- Always carry proper identification2- Interview strangers, not friends, unless specially told to

interview people you know3- Sell yourself to the respondent-make him/her like you4- Conduct interview in a relaxed, friendly atmosphere. Remember

that you have to set a tempo in a way, that you are host evenyou are in the responders home

5- Read the questions word by word, exactly as written

6- follow the order of questions given in the questionnaire7- Give enough time to respondent to think each question

thoroughly


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DO'S

8- Record replies verbatim expect when otherwise instructed or thelength of reply prevents doing so

9- Make your entries accurate and legible10- Unless otherwise instructed, record unsolicited comments that

pertain to the subject matter11- While on the premises, check your interviews for completeness

and legibility12- Start early I the day while people are still at homes13- Meet your deadline and beat it if possible

14-Be polite while the interview is going on


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donts1- Dont ever compromise with the quality, if you cant complete

an assignment, notify your supervisor, but dont rush interviews2- Dont deviate from a business attitude while interview3-Dont allow your personal problems to interfere your work4- dont do anything but the survey at hand, dont try to combine

one survey to another, with sales or other activities5- Dont take anyone with you when you interview6- Dont deviate from the prescribed sampling in order to seek

good respondents. Dont reuse the same respondents


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DON'TS

7- Dont interpret questions. If they dont understood questions,reread them and ask the respondents to interpret themhimself/herself

8- Don't allow the responder to read over your shoulders. Dontever let him read the questionnaire or responses you have

recorded unless specifically instructed to do so9- Dont concentrate your interview on only one or two

neighborhoods only unless told to do so. Dont work near yourown home

10- Dont ever begin work unless fully equipped


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advantages

Requires relatively shorter period of time tocomplete

Researcher can procure many different types

of informationsThe amount of information procured on each

aspect is larger

Greater degree of accuracy

The data is obtained are more reliable andvalid


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Disadvantages

The cost of per completed interview is relativelyhigher

The investigator may have more difficulties inadministrating the interview schedule

respondents may not be available at their places, givebiased responses, even can refuse to co-operatewith the interviewer.

The investigator may involve in cheating, that is very

difficult to detect More time requirement comparing to other methods


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CONCLUSION

THERE ARE SEVERAL METHODSREGARDING TO THE MARKETING RESEARCH.

BUT INTERVIEW IS THE MOST IMPORTANTAND RELIABLE TECHNIQUE IF IT IS DONECAREFULLY AND SERIOUSLY. SO THERE ISA NEED OF HIGH PROFESSIONAL SKILL

AND ATTITITUDE TO GET BEST RESULTS OF THE MARKETING SERVEY.


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References-

MARKETING RESEARCH PRINCIPALS, APPLICATIONSAND CASES

BY-D.D. SHARMA

MARKETING RESEARCH A SOUTH ASIANPERSPECTIVE

BY- CHURCHILL,

LACOBUCCI, ISRAEL

WWW.GOOGLE.COM


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methods of marketing research- interview

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