Interviewing

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Old methods, new approaches: QRCA members explain how current technology helps them conduct more effective qualitative research. Profiled tools include online bulletin boards and Webconferencing.
Data Use: Does the rating scale make a difference in factor analysis?: Using examples, the author examines the differences between a seven-point and a 10-point rating scale and argues that a 10-point scale works especially well in cross-cultural situations.
Getting to know all about you: Based on a wide ranging study of online respondents, the authors detail the roles that the Internet plays in guiding purchase decisions, spreading word of mouth and exposing consumers to new brands. Several product categories are looked at, including travel, financial services and entertainment.
Qualitatively Speaking: Evolving ethnography: The quick-and-dirty home visit, during which researchers observe consumers for a short period of time and then leave, does a disservice to the technique, the end client and, most importantly, the consumer being observed. The author argues for techniques that use video diaries and online and/or in-person interviews as a less invasive but still effective method of conducting ethnographic-style research.
They watch, you learn: This comparison of eye tracking and click testing details the strengths and weaknesses of each approach and indicates some instances where each is best employed.

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There are 368 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Music enthusiast or lawbreaker?: With extensive input from an advisory panel of stakeholders, a survey was developed to study consumer uses of home taping technology. The researchers delivered the survey in phone interviews. The questions addressed issues such as the importance of listening to music, type of material taped, reasons for taping, the extent of non-copyrighted material copied and feelings toward the ethics of home taping.
Customer satisfaction research in the physician's office: In an effort to keep waiting rooms filled, University HealthSystem Consortium, an alliance of 78 academic health centers, used standardized mail questionnaires to monitor outpatients' perceptions of their experiences.
If given the choice: Fidelity Investments experimented with giving users of its NetBenefits Web site a choice of how to respond to a survey about its features and functionality. After being contacted on the telephone, site users were given the option of instead taking the survey over the Web.
In defense of the mail survey: Mail is far from the top method of choice of marketing researchers. This article discusses the undeserved disfavor of mail surveys and the benefits of using this research method.
Getting their level best: While service level agreements (SLA) aren’t available to small-scale users, they are common in the business world. This article discusses a recent Web-based survey on SLAs conducted with 3,000 IT professionals.

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Related Glossary Terms

Interview: A data-collection encounter in which one person (an interviewer) asks questions of another.

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Related Associations

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Related Events

MRA"S ENGAGING THE RESEARCH RESPONDENT WEBINAR: May 20 Webinar, 2008; The MRA will hold a webinar hosted by Jen Drolet of iModerate, themed "Engaging the Research Respondent," on May 20. For more information visit www.mra-net.org.
AMA MARKETING RESEARCH BOOT CAMP: May 22-23, 2008; The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.

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