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PAPI (paper and pencil interviewing) Definition

Survey in which the respondent fills out a traditional paper questionnaire. usually administered by interviewer. See also SAQ.

Paper and pencil interviewing is a traditional method of data collection in which interviewers ask respondents questions and record their answers manually on paper forms. It is often used in field research where digital tools are impractical or unavailable. This approach is foundational in the history of survey research and still plays a role in reaching hard-to-access populations.

What are key aspects of aper and pencil interviewing (PAPI) in marketing research?

• Manual data entry: Responses are recorded on paper and later entered into a database.
• Face-to-face interaction: Often conducted in person, allowing for clarification and observation.
• Cost and time-intensive: Requires more time and resources compared to digital methods.
• No real-time logic checks: Increases the potential for skip pattern errors or inconsistencies.
• Accessibility: Effective in areas with limited internet access or electricity.

Why is Paper and Pencil Interviewing important in market research?

While considered low-tech, PAPI remains important in certain contexts – such as rural studies, developing markets or populations with low digital literacy. It allows researchers to reach respondents who might be excluded from online or device-based surveys, ensuring more inclusive data collection. PAPI is also useful when a personal touch or visual cues are necessary to improve comprehension.

Who relies on paper and pencil interviewing in marketing research?

• Nonprofits and NGOs: Especially those conducting research in remote or underserved communities.
• Academic researchers: For field studies or ethnographic work.
• Government agencies: In census-style or health outreach surveys.
• International development firms: Working in regions with infrastructure limitations.
• Market research firms: Conducting intercept interviews in locations where technology isn't feasible.

How do market researchers use paper and pencil interviewing?

Market researchers use PAPI to collect data in environments where digital methods are impractical. It’s often used in intercept surveys, in-home interviews or during on-site observations. Researchers later digitize the responses for analysis, allowing them to integrate traditional field data into broader quantitative or qualitative studies.