Personal interview – an individual survey, which is conducted face to face, one on one with the respondent. Most often, we perform such interviews using the computer (CAPI / CAWI) or with tablets (TAPI). The questions are given after an order given by a structured investigation. At the first stage of research, the interviewer passes a special training course: he must understand how to select the correct respondents, to learn the rules for conducting the interview and the method of establishing personal contact.
ADVANTAGES OF PERSONAL INTERVIEWS:
Ability to visually demonstrate variants with answer sheets, designs, logos, different packaging and other materials;
In personal conversation face to face can be understood if the respondent truly understands the meaning of the question and how sincere is his reply;
It is not limited in time: it is recommended that duration of one interview to be between 25 and 90 minutes (35-120 questions);
Personal discussions provide the opportunity to communicate with representatives of inaccessible social classes;
DISADVANTAGES OF PERSONAL INTERVIEWS:
A comparatively high price because it includes travel expenses, printing expenses for surveys and many other expenses
The need for large time expenditures.
PERSONAL INTERVIEWS THAT MAY BE SPENT:
At the place of residence of the respondent;
In the street;
In places of mass marketing;
In designated rooms (сentral face-to-face location PAPI / CAPI interviews, hall-test).
PERSONAL INTERVIEWS AT THE PLACE OF RESIDENCE OF THE RESPONDENT:
A quite difficult method, but usually the volume and the specification of goals of researches indicates namely this choice. The most frequently is used the method of race of the household election. Using survey method in the apartment, the specialist can demonstrate visual materials (eg, product designs), define the structure of consumption of the product, identify the characteristics of behavior and psychographic characteristics of respondents. It is recommended that duration of one interview: 15-50 min. (25-75 questions).
It is the most simple and economical method of data collection. However there are situations when the survey in the streets are the most optimal solution to your problem, for example, if you need to get data in reduced terms and minimal cost, to demonstrate product models, something new and many other visual means. The representative sample involve searching the respondents in a random way.
PERSONAL INTERVIEWS IN IN DESIGNATED ROOMS
In cases where the survey structure is quite complicated, with multiple passes or cycles and the survey requires demonstration of a large number of sheets or images, it is recommended to survey in designated rooms. Compared to interview at the residence, these surveys are not conducted by interviewers, but by specially trained moderators. The responses received are entered or ina survey, or in a computer. Suggested duration of the interview is of 25-90 minutes (25-75 questions).