Content Type:

Glossary

Door-To-Door Interviewing Definition

Consumers are interviewed face to face in their homes.

Door-to-door interviewing involves trained interviewers visiting homes of respondents and locations in person to gather data for marketing research studies. This technique involves face-to-face interviews in which interviewers ask questions about consumer preferences, opinions, behaviors and attitudes. The intent of this method is to gather information directly from respondents on a personal level in their natural environment. Interviewers seek to foster trust and rapport with the respondents, which could result in higher response rates and more candid, authentic answers. Door-to-door interviewing can be particularly effective in areas where internet access is limited and in cultures where face-to-face interactions hold significant value. Negatives to this method include inconsistencies in interviewer training, privacy concerns and the potential for sampling bias.

Who relies on door-to-door interviewing?

Manufacturers of consumer goods, market research firms, political campaigns and non-profit organizations use door-to-door interviewing because this method can better target specific geographic areas or demographics where in-person interactions are particularly valued.

Why should I care about door-to-door interviewing?

Door-to-door Interviewing permits marketing professionals to collect unfiltered data directly from respondents in the field. These face-to-face meetings allow interviewers a view of respondent cues and body language, factors that might not come across in other forms of data collection.