Face-to-face Interviews

Face-to-face interview is a data collection method when the interviewer directly communicates with the respondent in accordance with the prepared questionnaire .
This method enables to acquire factual information, consumer evaluations, attitudes, preferences and other information coming out during the conversation with the respondent.
Thus, face-to-face interview method ensures the quality of the obtained data and increases the response rate.
By far, the main advantage of the face-to-face interview is the presence of the interviewer, which makes it easier for the respondent to either clarify answers or ask for clarification for some of the items on the questionnaire.
Interviewers can use visual aids (e.g. so-called show cards) to assist respondents in making a decision or choice.
Properly trained interviewers are always necessary lest there be problems such as interviewer bias, which can have disastrous effects on the survey data.
Relatively high response rates and an almost absence of item non response are also added bonuses.
The opportunity for probing exists where the interviewer can get more detailed information about a particular response.
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