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Research
Personal Interviews
A personal interview is a method for marketing information accumulation consisting in a talk of an interviewer with a respondent under a developed structural list (questionnaire).
The method is one of quantitative research tools: data gathered during inquiries are statistically analyzed and processed.
Personal interviews help to solve the following tasks
- Market volume and structure assessment
- Identification of unoccupied product niches
- Analysis of current market trends
- Market development forecasting
- Brand soundness assessment
- New products and advertisement testing
- Quantitative assessment of consumers’ behaviour
- Acquisition of data required or creation of a new brand/rebranding
- Identification of consumers’ lifestyles
- Identification of other consumers’ characteristics necessary for efficient marketing.
A personal interview may help to gather a significant amount of information on a respondent. An interview may last 30-40 minutes providing for answers to a number of positions. Use of various types of questions (about knowledge, opinion, behaviour, with design methods elements) and scale kinds allows identifying consumers’ preferences and consumers’ choice mechanisms. During an interview a respondent may be shown advertisement prospectuses, logos, cards, and labels.
Depending on objectives of a research, a personal interview may be conducted
- at the place of residence (in case there is a lot of questions)
- at the place of employment (are usually used in case of market researches called "Business-2-Business")
- at places of shopping
- in the street
- in special rooms (hall tests).
In case of a personal interview respondents are
- individuals (for Bussines-2-Consumer market): product and services consumers or purchasers, other target groups
- representatives of a legal entity (for Bussines-2-Bussines market). In this case respondents are officers from various organizational levels taking decisions on a certain business issues. Organizations taking part in a research are selected according to activity direction, manpower, availability of a certain product group depending on the research objective.
An interview with a respondent may be conducted
- during a face-to-face interview with a respondent
- during a telephone talk with a respondent
- via Internet.
The number of respondents, their distribution according to regions, population centres is determined according to combined stratified sampling calculation with quota monitoring. It helps to develop a representation model of the population of a country/region assessing its behaviour on the basis of the research data.
Why EMAS Research is better for personal interviews
- EMAS Research is a member of ESOMAR (through its employees)
- Extensive experience in working with international and local clients
- Regional specialization: working in Central and Eastern Europe, we are aware of the peculiarities of information systems of the region
- The highest quality standards in the branch:
- Complete quality control of gathering of information by interviewers by phone ring-round of 100% of respondents
- Complete remake of all spoiled questionnaires
- Double check of analytic calculations.
YOU can make an order and to clarify any information in any office of the company.