• Print Page
• eMail Page

Search website for :

Home→The Westburn Dictionary of Marketing→P→personal interview

personal interview

Definition:
Questions asked by a trained interviewer in a face-to-face situation with the RESPONDENT. Rapport is gained through direct interaction and usually permits greater depth than is possible in TELEPHONE or MAIL SURVEYS. In addition, personal interviews can be longer, thus yielding more information. Personal interviews may be undertaken in the street or at the respondent's home for CONSUMER RESEARCH, and in the respondent's office for industrial research.

Cross-References:
[mail survey] [customer research] [respondent] [telephone survey]

Links:

Figures:

© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Alan M. Wilson], [1998].