An awareness of consumer needs and tastes is crucial to the success of all businesses, yet many fail because they are out of touch with what their customers really want. It is, therefore, fundamental that the market research interviewer has the right skills to extract the most relevant information via the most diplomatic route.
Interviewing provides a practical, succinct and user-friendly guide to carrying out effective interviews while wasting as little valuable time (and money) as possible. In focusing on this core area of market research, the author draws on many years’ experience in examining all the necessary skills and techniques required to create the ideal interview – according to the type of product or service involved and the depth of information sought.
Comprehensive in its coverage, the book examines a wide range of topics, including:
- Face-to-face interviews
- Telephone interviews
- Depth interviewing
- Overcoming objections
- Group discussions
- Hall tests and clinics
For the beginner in the field as well as for the more established market researcher, Interviewing explains how to target the right interviewee and adopt the particular style of communication appropriate to that person and to the research budget available. This new book is indispensable in the planning of any truly effective interviewing campaign.
Published by Kogan Page