INTERVIEWING IS THE KEY ELEMENT in nearly all market research surveys. It dictates the accuracy and depth of information obtained and very often leads to conclusions and recommendations involving thousands of pounds worth of plant and hundreds of jobs. Most interviews are semistructured. The interviewer uses a questionnaire or aide memoire but initiative is still required as to the manner and order in which the questions are asked. If a comment leads to a subject of interest, this may well make a suitable point from which the questioning is guided to cover all the other relevant topics.
CONTACTING THE RESPONDENT. Obtaining a market research interview is not easy - the respondent believes (with some justification) that he is giving up his valuable time and may be getting little in return. The best way of approaching a respondent is to be confident, clear, pleasant and businesslike. Respondents do not like to feel they are being singled out unfairly. Thus if you explain that you are contacting all major companies in the respondent's field as part of the exercise, it will increase the sense of security and will help you get the interview.
The Survey Analytics's iPad app has really changed the traditional approach of Market Research Interviewing.
Survey Analytics iPad/ iPhone Survey tool
With the IPad/ iPhone application you can now conduct field surveys, where in respondents can answer your surveys through an iPad/ iPhone havind a similar user interface as it would be any other web browser.
You can conduct post Trade Show Surveys, Conference Surveys. With a limited number of input fields you can collect qualititve data for the event that helps you analyze yoru respondents with greater complexity.
Using iPad for Research Studies
Any survey that you create on the Survey Analytics platform can now viewed/ answered easily through an Apple ipad. The surveys would be displayed the same way as they would be displayed on any web browser. You can collect multiple rows of data during conferences by passing the ipad to multiple users. A quick way to collect qualitative data.
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