|
Advantages
|
Disadvantages
|
| Rich Data- Allows for the
most in depth-content any other survey method |
Cost- Personal interviews
are more costly than any other survey method. |
| Follow up- Interviewers
can use "follow-up" questions to probe deeper into their responses
or to clarify confusing answers. |
Difficult to standardize-
Since everyone has slightly different views and interests, the data
you receive back will be difficult to compare across respondents. |
| Product demonstration- If
the survey relates to a product, respondents can experience the
product directly in front of surveyor. |
Time Consuming- Because
respondents need special attention for each personal interview,
personal interviews require a great deal of time to complete. |
| Longer survey possible-
People may be willing to talk with respondents longer in person
than in other methods. |
Difficult to obtain randomized
sample- doing personal interviews on location will produce a
survey sample that have demographics that is specific to that location. |
| Targeted sample- If survey
relates to a specific situation (e.g., satisfaction with a store)
it will be easier to find qualified respondents eager to participate
on location (outside of the store) as opposed to via mail or internet. |
Difficult to analyze data-
Since the data you will receive is more qualitative (descriptive)
than quantitative (numerical), it will be harder to analyze and
produce results (unless force choice response options are used) |
