Many companies choose to perform research by administering surveys to individuals. Several options exist for seeking survey responses, including online evaluations, mail questionnaires and personal interviews. Companies choose personal interview surveys because of the advantages this approach offers.
One advantage of surveying consumers via personal interview includes the ability to target specific groups of people. The company identifies a target market for their product or to provide feedback. The company also identifies locations where members of the target market visit. The interviewers spend time at these locations and approach individuals as they leave or enter the facility. For example, a company who wants feedback regarding concessions might place interviewers at the entrance of a movie theater. The company knows that they are only receiving feedback from movie goers.
Higher Response Rates
Another advantage of using personal interviews to survey consumers involves the higher response rate to the interview questions. Consumers find it more difficult to walk away from a person standing in front of them asking them to answer a few questions. Paper surveys received in the mail often land in the recycle bin. Consumers often hit delete when they receive an email survey. Consumers tend to respond more politely and respond to the survey questions when interacting with a person.
Personal interviews allow the company to receive specific feedback regarding the sensory characteristics of their product, another advantage. If the company seeks feedback regarding product tastes, texture, sound or smell, a personal interview approach allows the company to gain direct feedback. The interviewer meets potential respondents in public places and offers them free samples of company products. Few people turn down the opportunity to receive free items. After sampling the product, the interviewer asks the respondent specific questions about the product’s characteristics.
Attitude Response Observation
The personal interviewer receives the opportunity to observe the respondent’s attitude in response to each question asked. After finding a respondent for the survey, the personal interviewer demonstrates the product, which is the subject of the interview. The personal interviewer asks questions about the product. In addition to recording the respondent’s answer, the personal interviewer makes notes about the respondent’s body language with each answer.