1. Personal Interview A personal interview (i.e face to face) is a two-way conversation initiated by an interviewer to obtain information from a respondent. The differences in roles of interviewer and respondent are pronounced. They are typically strangers, and the interviewer generally controls the topics and patterns of discussion. The consequences of the event are usually insignificant for the respondent. The respondent is asked to provide information and has little hope of receiving any immediate or direct benefit from this cooperation. Yet if the interview is carried off successfully, it is an excellent data collection technique. There are real advantages and clear limitations to personal interviewing. The greatest value lies in the depth of information and detail that can be secured. It far exceeds the information secured from telephone and self-administered studies, mail surveys, or computer (both intranet and Internet). The interviewer can also do more things to improve the quality of the information received than with another method. Interviewers also have more control than with other kinds of interrogation. They can prescreen to ensure the correct respondent is replying, and they can set up and control interviewing conditions. They can use special scoring devices and visual materials. Interviewers also can adjust to the language of the interview because they can observe the problems and effects the interview is having on the respondent. With such advantages, why would anyone want to use any other survey method? Probably the greatest reason is that the method is costly, in both money and time. Costs are particularly high if the study covers a wide geographic area or has stringent sampling requirements. An exception to this is the intercept interview that targets respondents in centralized locations such as shoppers in retail malls. Intercept interviews reduce costs associated with the need for several interviewers, training and travel. Product and service demonstrations can also be coordinated, further reducing costs. Their cost-effectiveness, however, is offset when representative sampling is crucial to the study’s outcome. Requirements for Success: Three broad conditions must be met to have a successful personal interview. They are; (1) availability of the needed information from the respondent, (2) an understanding by the respondent of his or her role, and (3) Adequate motivation by the respondent to cooperate. The interviewer can do little about the respondent’s information level. Screening questions can qualify respondents when there is doubt about their ability to answer. This is the study designer’s responsibility. Interviewers can influence respondents in many ways. An interviewer can explain what kind of answer is sought, how complete it should be, and in what terms it should be expressed. Interviewers even do some coaching in the interview, although this can be a biasing factor. Interviewing technique At first, it may seem easy to question another person about various topics, but research interviewing is not so simple. What we do or say as interviewers can make or break a study. Respondents often react more to their feelings about the interviewer than to the content of the questions. It is also important for the interviewer to ask the questions properly, record the responses accurately, and probe meaningfully. To achieve these aims, the interviewer must be trained to carry out those procedures that foster a good interviewing relationship. Increasing Respondent’s Receptiveness The first goal in an interview is to establish a friendly relationship with the respondent. Three factors will help with respondent receptiveness. The respondents must (1) believe the experience will be pleasant and satisfying, (2) think answering the survey is an important and worthwhile use of their time, and (3) Have any mental reservations satisfied. Whether the experience will be pleasant and satisfying depends heavily on the interviewer. Typically, respondents will cooperate with an interviewer whose behavior reveals confidence and engages people on a personal level. Effective interviewers are differentiated not by demographic characteristics but by these interpersonal skills. By confidence, we mean that most respondents are immediately convinced they will want to participate in the study and cooperate fully with the interviewer. An engaging personal style is one where the interviewer instantly establishes credibility by adapting to the individual needs of the respondent. For the respondent to think that answering the survey is important and worthwhile, some explanation of the study’s purpose is necessary although the amount will vary. It is the interviewer’s responsibility to discover what explanation is needed and to supply it. Usually, the interviewer should state the purpose of the study, tell how the information will be used, and suggest what is expected of the respondent. Respondents should feel that their cooperation would be meaningful to themselves and to the survey results. When this is achieved, more respondents will express their views willingly. Respondents often have reservations about being interviewed that must be over come. They may suspect the interviewer is a disguised salesperson, bill collector, or the like. In addition, they may also feel inadequate or fear the questioning will embarrass them. Techniques for successful interviewing of respondents in environments they control – particularly their homes – follow. The Introduction The respondent’s first reaction to the request for an interview is at best guarded one. Interviewer appearance and action are critical in forming a good first impression. Interviewers should immediately identify themselves by name and organization, and provide any special identification. Introductory letters or other information confirms the study’s legitimacy. In this brief but critical period, the interviewer must display friendly intentions and stimulate the respondent’s interest. The interviewer’s introductory explanations should be no more detailed than necessary. Too much information can introduce a bias. However, some respondents will demand more detail. For them, the interviewer might explain the objective of the study, its background, how the respondent was selected, the confidential nature of the interview (if it is), and the benefits of the research findings. Be prepared to deal with questions such as: “How did you happen to pick me?” “Who gave you my name?” “I don’t know enough about this.” “Why don’t you go next door?” “Why are you doing