Personal Interviews
September 27th, 2008 . by adminAdvantages:
Control of sample - By using the method of personal interview it is possible to exercise a much greater degree of control over the make-up of the sample.
More reliable answers - When personal interviewing is used there is a much greater degree of certainty of their accuracy, because the interviewer can eliminate misunderstandings as they occur, and probe the mind of the respondent until he is satisfied with his answer.
Longer questionnaires - When the interview is done personally the questionnaire can be much longer and the questions themselves can be involved.
Leads can be followed up - In most interviews the respondent gives a hint or a lead to what is really prompting a particular answer. The respondent is encouraged to say more if the subject appears relevant to the enquiry.
Observation is possible – The interviewer is in a position to observe the respondent in their environment.
A more tactful approach is possible – When the respondent is present, the approach to the interview, or particular questions must be the same in every case. In the personal interview, the interviewer is able to some extent assess the reactions of the respondent and can avoid any serious errors of tact and suit their manner to that particular situation. These particularly advantageous where difficult questions of a more personal nature are concerned.
Disadvantages:
High cost - This method is of course expensive, especially when it is necessary to maintain a large field force. In addition, there are the travelling expenses of the interviews.
Bias from personal contact - It is precisely because the interview is conducted personally by an interviewer that the danger of bias exists. In the replies to questions, the interviewer affects the respondent by his manner or wording of the questions.
Difficulty of contacting certain sections of the community - There is a problem sometimes in locating the target sample, and the successfulness in reaching the target sample will affect the validity of the responses obtained.