interviewer

Definition:
In the UK most interviewers conducting quantitative consumer research are part-time female workers associated with specialist fieldwork companies or fieldwork departments of other organizations. The recruitment, training and supervision of many of them is monitored by the Market Research Society Interviewer Card Scheme. Quantitative and qualitative research among organizations, that is, industrial market research, is carried out by more specialized interviewers, often with knowledge of the field of the enquiry. Individual interviews are usual. Qualitative research among consumers, often by group interviews, is carried out by a variety of specialists, often called group moderators. They may have psychological training, thought particularly appropriate if 'depth' or 'motivational' areas are to be explored.

Cross-References:
[group discussion]

Links:

Figures: