Glossary

Interview methods

Interviews are conducted to gather data and information of a particular population in order to analyse certain aspects. The market research industry uses several methods to generate data.

Interviews can be carried out orally (face-to-face or personal interviews), written (paper interviews), over the phone (telephone interviews), computer-assisted (online interviews) or through the media. The use of a suitable method depends on the interview objectives as well as on the pros and cons of the respective type of interview.