Market Research. Although there are advantages to street interview, there are also a number of disadvantages.

Authors Avatar by leomage (student)

In a street interview, better explanations are possible as the respondents’ body language offers additional clues to the answer. Longer explanations are possible. There are many occasions, particularly associated with advertising and product research, when the interviewer needs to show samples, or advertisements, and street interviews is priority.

Following on from the above point, it is easier for the interviewer to use social niceties to maintain interest in the discussion if there is eye contact with the respondent. There is less chance of mishearing and misunderstanding.

Street interview questionnaire has a high degree of flexibility. For example, if the answer to “Have you ever heard of (a community agency)?” is “yes”, the interviewer can keep asking relevant questions, but if the answer is “no”, the interviewer can also ask about other agency.

Join now!

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 ...

This is a preview of the whole essay