Abstract:

The fundamental requirements for the creation of a field force for interviewing in mass industrial markets are supplied by any large reputable consumer field force. Additional criteria may be little more than to place great emphasis in the selection process on the quality of manner covering: Empathy; -Intelligence; - Presentability. The use of a consumer force for industrial interviewing requires the agency to lay particular stress on three areas: -Selection of the Interviewer; - Training; - Control.