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Length of Interview Definition

The time it takes to ask the questions and record the answers in a survey.

Length of interview (LOI) in marketing research refers to the total time it takes for a respondent to complete a survey, interview or other data collection activity. It is typically measured in minutes and includes all questions, instructions and transitions within the research instrument.

What are key characteristics of length of interview as it pertains to marketing research?

• Measured in minutes from start to completion.
• Varies based on survey complexity and question types.
• Directly impacts respondent engagement and dropout rates.
• Influenced by survey mode (online, phone, face-to-face).
• Includes instructions, clarifications and probing questions.
• Often estimated during questionnaire pretesting.

Why is length of interview important in market research?         

LOI is important because it affects response rates, data quality and participant satisfaction. Shorter, well-paced interviews tend to maintain engagement and accuracy, while overly long interviews risk fatigue, rushed answers and higher abandonment rates.

Who relies on length of interview as it pertains to marketing research?         

Market researchers, survey designers, fieldwork managers, data collection agencies, brand managers and research clients rely on LOI metrics to balance data needs with participant experience.

How do market researchers use length of interview?   

Market researchers use LOI to design questionnaires that optimize respondent engagement, set realistic incentives, allocate fieldwork resources and schedule data collection. They may conduct pilot tests to measure and adjust LOI before full deployment to ensure quality results.