RW Humes & Company

Internet-assisted interviews

Internet-assisted interviews are conversations with a single respondent or small groups of respondents using the telephone and a connection to the Internet at the respondent's location. Internet-assisted interviews are conducted by calling a respondent at his or her office and last between 30 and 60 minutes. Survey materials, such as concept presentations and trade-off studies, are made available to respondents from our website during the interview.

Advantages

Internet-assisted telephone interviews offer many of advantages of the in-depth personal interviews such as probing and the absence of social or group pressures.
Internet-assisted telephone interviews are more economical than in-depth personal interviews when respondents are widely dispersed, particularly when they are in other countries.

Disadvantages

In addition to the disadvantages offered by in-depth personal interviews, in-depth telephone interviews include the following disadvantages:

Interviewer cannot observe respondent's non-verbal communications.
Respondents cannot interact with demonstrations unless these materials are sent to respondents prior to the interview. Because of the confidential nature of marketing research, the majority of our clients wish to limit the circulation of their demonstration materials.

Tools

Internet-assisted interviews