Bus 642 Week 4

Question One Week Four:

Discuss the advantages and disadvantages of face-to-face interviewing.

Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Some surveys are very rigid or 'structured' and use closed questions. Data is easily compared. Other face-to-face interviews are more 'in depth,' and depend upon more open forms of questioning. The research will probe and develop points of interest.

Advantages of face-to-face interviews:

1. They allow more 'depth'

2. Physical prompts such as products and pictures can be used

3. Body language can emphasize responses

4. Respondents can be 'observed' at the same time

Disadvantages of face-to-face interviews:

1. Interviews can be expensive

2. It can take a long period of...