In a street interview the respondent has time to reflect on the questions and so give a more considered reply. The interviewer is in a better position to judge the accuracy of the answer.
Although there are advantages to street interview, there are also a number of disadvantages.
Firstly a street interview, much like a site, user, or visitor survey, is that people on the street may be busy and might not want to take the time to participate in an interview or may not be interested in filling out a questionnaire. As a result, the sample will become biased as a result of differences between those who answer questionnaires or fill out a questionnaire and those who don't.
Secondly in some areas is the possible danger of stopping and interviewing people on the street. For instance, in an inner city area, people may be suspicious of outsiders, thinking they might be government workers or undercover cops, so they don't want to answer questions, and there could be a danger to interviewers or those distributing questions, since they might be threatened or attacked. Besides is that a quota method can't be used if one doesn't already know the background of the people in the area to draw up quotas.
Another disadvantage is if people don't want to take the time to respond to a survey on the street, very few will respond to a take-home and return the survey, so it will have a low response rate.
A good interviewer should be able to establish rapport with others. They also need to be trained, and training should cover the role and nature of marketing research, what surveys are and how they are conducted, and the role and importance of the interviewer. Training for a specific study is also necessary. An example of training for a specific study is given in the box.
A good interviewer should be able to establish rapport with others. They also need to be trained, and training should cover the role and nature of marketing research, what surveys are and how they are conducted, and the role and importance of the interviewer. Training for a specific study is also necessary. An example of training for a specific study is given in the box.
Before the interviewer to do the street interview, they must fully understand the objective.
Practice Good Nonverbal Communication
It's about demonstrating confidence: standing straight, making eye contact. That first nonverbal impression can be a great beginning to your street interview.
Use Appropriate Language
It's a given that you should use professional language during the interview. Be aware of any inappropriate slang words or references to age, race, religion, politics or sexual orientation -- these topics could terminate the interview.
Listen
During the street interview, the respondent may give you lots information, either directly or indirectly. If the interviewers are not hearing it, they are missing a major opportunity. Good communication skills include listening and letting the person know you heard what was said. Observe your respondent, and match that style and pace.