The use of telephone interviewing in industrial market research

Abstract:

There are a number of ways in which the telephone can be used to help the industrial market researcher. Some of course fall outside the definition of the word interview. I would like to include the following as standard interview types; A) The structured or semi-structured telephone interview aimed at collecting straight-forward quantitative and qualitative data on a large scale; B) Open-ended telephone interviews on technical or semi-technical subjects; C) Screening interviews designed to enable a selection of people or companies to be interviewed personally; D) Open-ended telephone interviews for general information on the market.

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