Telephonic depth Interview is a low volume, high quality phone market research survey of executive clients. To operate it a company does not need to hold it in a call centre, but a small number of very skilled researchers are required and this interview session is as valid as a face-to-face interview.
What does it make unique?
- This kind of interviews has both personal and impersonal quality of self-administered questionnaires. So this kind of survey is un-intimating but probing allows getting more in-depth insights on a topic. Like a F2F interview, though it may have pre-modified questions set but it is possible to ask cross-questions to get better clarification. So it is nevertheless significant to collect quality data than a face-to-face interview.
- This kind of interview is less expensive and safe to conduct than a face to face interview. It is possible to conduct survey without having convenience cost, fooding and lodging cost etc. There is no need to be present physically at respondent’s place, with a call; a researcher can reach different places in a small time gap.
- This gives total control over the time and place of the interview. It is possible to conduct such interview with flexible time. Usually the interview schedule is placed as according to respondent’s preferred time and as there is no need to physically attend, so a researcher has no bound to accommodate it at any time of a day. A telephonic survey has no control over time as such interview goes on until it gets fulfill moderator’s requirements. A respondent can be called several times if there need further clarification.
- This technique allows the marketing research professional to have a detailed conversation in regards to usage, attitudes and to assess behaviors, motivations, likeability of products and judge the creative way to converse the concepts. A telephone survey can be incorporated highly complex questionnaires that are impossible to manage in a self-administered format such as variations of questions that depend on respondent characteristics. Telephone interviews almost always result in more complete information, since respondents are not bound to give a close ended answer. So the feedback may be an abstract, which is recorded at the time of conversations and been extracted later.
