The document discusses various data collection tools used in interview-based market research. It provides details on focus group interviews, online focus group interviews, depth interviews, home interviews, mall intercept interviews, and computer-assisted personal interviews. It also briefly outlines mail interviews, electronic interviews, and telephone interview methods. The key advantages and disadvantages of each tool are summarized to help researchers determine the most appropriate method to use for their needs.

1. ASSIGNMENT
Interview as data
collection tool
BY VIVEK GAUR
11-MBAK-35
2012
ALIGARH MUSLIM UNIVERSITY(2012)

2. ALIGARH MUSLIM UNIVERSITY
MALAPPURAM CENTRE, KERALA
ACKNOLEDGEMENT
I would like to express my special thanks and gratitude to my teachers Mr Hamza sir who gave
me the golden opportunity to do this wonderful assignment on the topic Interview as data
collection tool.
I am making this assignment not only for marks but to also increase my knowledge.
VIVEK GAUR
11-MBAK-35

3. CONTENT
Focus group interviews
Online focus group interviews
Depth interviews
Home interviews
Mall intercept personal interviews
Computer-assisted personal interviews
Mail method interviews
Electronic method interviews
Telephone methods
References

4. Focus group interviews
Focus groups are useful in obtaining a particular kind of information that would be difficult to
obtain using other methodologies. A focus group typically can be defined as a group of people
who possess certain characteristics and provide information of a qualitative nature in a focused
discussion.
Focus groups generally are composed of six to twelve people. Size is conditioned by two factors:
the group must be small enough for everyone to participate, yet large enough to provide
diversity. This group is special in terms of purpose, size, composition, and procedures.
Participants are selected because they have certain characteristics in common that relate to the
topic at hand, such as parents of gang members, and, generally, the participants are unfamiliar
with each other. Typically, more than one focus group should be convened, since a group of
seven to twelve people could be too atypical to offer any general insights on the gang problem.
The main purpose of focus group is to gain insight by listening to a group of people from the
appropriate target market talk about issues of interest to the researcher.
The values of the technique lies in the unexpected findings often obtained from a free-flowing
group discussion
Characteristics:
Group size 8 to 12
Group composition homogeneous
Physical setting relaxed, informal atmosphere
Time duration 1 to 3 hours
Recording use of audiocassettes and videotapes
Moderator observational, interpersonal, and communication skills of the moderator
Focus groups offer several advantages:
Flexibility allows the moderator to probe for more in-depth analysis and ask participants
to elaborate on their responses.
Outcomes are quickly known
Limitations include:
A skilled moderator is essential
Differences between groups can be troublesome to analyse because of the qualitative
nature of the data.
Groups are difficult to assemble. People must take the time to come to a designated place
at a particular time.
Participants may be less candid in their responses in front of peers.

5. Guidelines for Conducting a Focus Group
Focus group discussions are a popular method of obtaining information and opinions. They can
provide insight into issues that cannot be covered through surveys or interviews. Focus groups
are a good method to get people involved in this assessment process by having them provide
input on a topic.
The following discussion provides a general overview of the focus group process. It is
recommended that a person with experience with focus groups (preparing the discussion guide,
moderating, and preparing the report) be contacted to assist in the process.
When preparing for the focus group discussions, there are several considerations: What questions
will be asked? Who will participate? Where will the discussions be held? Who will conduct the
sessions? The first order of business is to develop a discussion guide.
Develop the Discussion Guide
The discussion guide contains the questions that will be posed to participants during the focus
group sessions. A limited number of questions should be used for each discussion. Avoid
spending too much time on background information and concentrate on the important issues.
There are two elements that should be considered when drafting the guide: (1) the information
you wish to obtain and (2) from whom it will be obtained.
When developing the questions, keep in mind that all groups should follow the same discussion
format. Using a general format for each question allows an analyst to make comparisons among
the responses of various groups.
Reserve a Time and Place
Reserving a time and place to conduct the discussion is something that should be done well in
advance of the actual date of the discussion sessions. Finding a location quickly will allow time
to contact potential participants with the necessary logistical information. Try to find the most
convenient and accessible location for the participants.
Provide an Incentive for Participation
Individuals taking part in a focus group session should be compensated for their participation.
When contacting potential participants, use an incentive to encourage or persuade them to take
part in the discussion session. Various forms of compensation can be used, most commonly a
cash payment, lunch, or dinner. Snacks and beverages also may be provided. This often eases the
tension created by the focus group setting and makes participants more open to discussing the
topic.

6. Selection of Focus Group Participants
It is necessary to identify each group that will participate in the discussion sessions; for example,
parents, community residents, school personnel. This will provide an indication of the number of
discussion groups that will be conducted. Time, money, and the number of potential participants
available will determine the number of groups that are feasible for each community.
A good size for a focus group is between six and twelve participants per session (American
Statistical Association, 1997). Size is conditioned by two factors: the group must be small
enough for everyone to participate and large enough to provide diversity of perceptions. Group
participants should be selected because of common characteristics that relate to the focus group
topic.
Online focus group interviews
Online focus group participation is by invitation only the respondent are prerecruited , generally
from an online list people who have expressed an interest participating a screening questionnaire
is administered online to qualify respondents. Those who qualify are invited to participate in
focus group; the receive time, a URL, room name, and password via email id. Generally, four to
six people participate in the online group.
Before the focus group begins, participants receive information about that covers things as how
to express emotions when typing. Electronic emotion indicator is produced using keyboard
characters and is standard in their use on the internet.
Advantage
People all over the country can participate.
Geographical constraints are removed.
Internet enables the researcher to reach segment that are usually hard to survey: doctors,
lawyers professionals ,working mothers, and who lead busy lives and are not interested
in focus group.
Cost is much lower.
Disadvantage
Only people that have knowledge how to use a computer can be surveyed online.
Moderator have no idea what else the respondents may be doing while participating in
group.
Only audio and visual stimuli can be tested.
Body language and facial expression, and tone of voice can not be obtained.

7. Depth interviews
In depth interviews are one of many market research tactics. This tool can be used to obtain deep
insight about a consumer’s attitudes and opinions. It involves a one on one conversation between
an interviewer and a respondent. The in-depth interview is most often used for exploratory
research. It can help in the formulation of a problem definition. In depth interviews are often
conducted with industry experts or members of the target market. Good qualitative information
can be obtained from these people about potential for new products/services or new opportunities
for communication of marketing messages.
An in-depth interview is a form of qualitative research that is most often used before surveys and
other quantitative research. It is a loosely structured interview, or conversation, that lasts from 10
to 30 minutes, but may go longer. These interviews can be conducted over the phone or face to
face. In the interview the interviewer will start with general questions to establish a relationship
before continuing with questions searching for deeper insight or information. These interviews
have applications in both business to business and general consumer market research. In the
business to business market respondents would include executives, owners, managers, opinion
leaders and specialists. These would be considered expert interviews, as these respondents have a
deep understanding of the fields they work in..
Advantage
Uncover the greater depth of insights than focus group
Exchange of the information

8. Respond directly to the respondents
Disadvantage
Expensive as skilled interviewers are called.
Quality and competency of the result depends on the interviews’ skill.
Home interviews
In personal home interviews, respondents are interviewed face to face in their homes.
Interviewer’s task is to contact the respondents, ask the questions, and record the response. In
recent years, the use of home interviews has declined due to its high cost.
Mall-intercept personal interviews
A mall-intercept personal interview is a survey whereby respondents are intercepted in
shopping in malls. The process involves stopping the shoppers, screening them for
appropriateness, and either administering the survey on the spot or inviting them to a research
facility located in the mall to complete the interview. While not representative of the population
in general, shopping mall customers do constitute a major share of the market for many products.
Advantage
More efficient for the respondent to come to the interviewers than for the interviewer to
go the respondents.
Product oriented approach interview.

9. Computer-assisted personal interviewing (CAPI)
Computer-assisted personal interviewing (CAPI) is an interviewing technique similar to
computer-assisted telephone interviewing, except that the interview takes place in person instead
of over the telephone. Either the respondent or the interviewer sits at a computer terminal and
enters the answers. If no interviewer is present, the term Computer-assisted self interviewing
(CASI) may be used.
Either the respondent or an interviewer sits at a computer terminal and answers a
questionnaire using the keyboard or mouse.
Colorful screens and on and off-screen stimuli can add to the respondent's interest and
involvement in the task.
This method has been classified as a personal interview technique since an interviewer is
usually present to serve as a host and to guide the respondent.
This approach is used in shopping malls, preceded by the intercept and screening process.
It is also used to conduct business-to-business research at trade shows or conventions.
Advantages
This form of interview is substantially cheaper when a large number of respondents is
required, because
There is no need to recruit or pay interviewers.
The program can be placed on a web site, potentially attracting a world-wide audience
Disadvantage
He survey is likely to attract only respondents who are "computer savvy", thus
introducing potential bias to the survey.
The survey can miss feedback, provide clarification/quality control that a personal
interviewer could provide (ex. lots of respondents think the question asks one thing, when
it actually asks another)
Mail method interviews
In mail interviews questionnaire are mailed to preselected potential respondent. A typical mail
interview package consists of the outgoing envelope, cover letter, questionnaire, return envelope,
and possibly an incentive. The respondent complete and return the questionnaires. There is no
verbal interaction between researcher and respondent. However, before data collection can
begins, the respondents needs to be identified. Therefore, an initial task is to be obtaining a valid
mailing list. Mailing list can be compiled from telephone directories, customer association and
any other publication list of any company.

10. Electronic method interviews
E-mail interviews
To conduct email an e-mail interview, a list of e-mail address is obtained. The survey is written
with in the body of the e-mail message. The e-mails are sent over the internet. E-mail surveys
use pure text to represent questionnaire and can be received and respondent to by anyone with an
e-mail address, Whether or not they have access to the web.
Telephone methods
Traditional telephone interviews
Traditional telephonic interviews involve phoning a sample of respondents and asking them a
series of questions. The interviewer uses a paper questionnaire and records the responses with
pencil. Advances in the telecommunication and technology have made national wide telephone
interviewing from the central location practical. Consequently, the use of telephone interviewing
has decreased in recent years.
Computer – Assisted Telephone interviewing
Computer-Assisted Telephone interviewing from a central location is now more popular than the
traditional telephonic method. CATI uses a computerized questionnaire administered to the
respondents over the telephone. A computerized questionnaire may be generated by using
mainframe computer, a microcomputer, or personal computer. The interviewer sits in front of
computer terminal and wear a mini –headset the computer replace a paper and pencil
questionnaire and mini-head set substitute the telephone. Upon command, the computer dials the
telephone number to be called. When contact is made, the interviewer reads the question posed

11. on the computer screen and records the respondents answer directly in to the memory of
computer.
The computer systematically guides the interviewer. Only one question at a time appears on the
screen.
The computer checks the response for appropriateness and consistency.
Advantage
Smoothly function
Data quality enhance
Time is reduced

12. References
Market research by Naresh Malhotra
Research methodology by C.R Kothari
Majudar R., marketing research
Churchil,G.A marketing research
Oxford dictionary
Marketing91.com
Mba tutorial.com