The selection of interviewers for industrial marketing research

Author: Louise Perruche

Abstract:

This paper attempts to provide an answer to these questions, on the basis of more than ten years experience of industrial surveys directed to a very varied range of assignments by an international firm of consultants . The true problem underlying these questions is that of how to choose the most suitable interviewer for a given industrial survey task; consequently, the first part of the paper tries to draw up an inventory of typical industrial surveys and is followed by an attempt to demonstrate, by reference to that inventory, the ideal or acceptable interviewer profiles corresponding to each case.

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