Interview
Surveys
Interview
or 'face-to-face' surveys are conducted by a trained interviewer
either 'in-street', 'on-the-doorstep', or 'in-house'. The
person to interview can be either a named respondent
selected often at random from a list or database, a person
selected from within a randomly selected household or chosen to
meet certain pre-defined criteria (the quota controls).
Issues to Consider
- Fieldwork control - how is
the fieldwork (interview data collection) to be managed?
What methods will be used to ensure a representative sample
is achieved
- Bias via interviewer or
interviewee - how do we avoid the interviewer 'leading' the
respondent, or the respondent giving a response that the
interviewer wants to hear?
- Costs - these can be high for
face-to-face interviewing
- Longer time period -
face-to-face interviewing (particularly in-house) requires
good planning and frequent call-backs to the named
respondent - all requiring a long time period
Interview surveys avoid issues of 'low literacy' faced in
self-completion surveys.
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