search query: @indexterm market research / total: 2057
reference: 146 / 2057
| Author: | Curasi, C. F. |
| Title: | A critical exploration of face-to-face interviewing vs. computer-mediated interviewing |
| Journal: | International Journal of Market Research
2001 : VOL. 43:4, p. 361-376 |
| Index terms: | INTERVIEWING COMPUTERS MARKET RESEARCH |
| Language: | eng |
| Abstract: | This paper compares depth interview collected online with depth interview conducted face-to-face. Advantages and disadvantages are highlighted, as well as suggested strategies for successfully collecting online data. Major points are illustrated using data from a project in which both data collection techniques are employed. This paper argues that under some conditions online depth interview can provide a useful complement to the traditional face-to-face interview. Sampling frame problems of non-representativeness endemic in quantitative online data collection, is not problematic if the researcher is conducting an interpretive investigation. |
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