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Trained interviewers meet individually with the survey respondents and ask them the survey questions in person.
Advantages:
- longer and more complex questions can be accommodated
- questions that require the respondent to react to visual images can be asked
Disadvantages:
- labor costs for interviewer training is high
- transportation costs for interviewers’ travel to and from the respondents’ locations are very high
- respondents are less and less likely to allow strangers into their homes so the completion rate is low
Evaluating face-to-face survey data: The following questions are important guides to determining the quality of the firm doing the survey and to the reliability of the information gathered by the survey:
- How were the interviewers selected?
- Were the interviewers chosen to avoid the bias of race, age, sex or other social factors that might limit respondents’ comfort level in participating?
- How was the work of each interviewer checked?
- What instructions did the interviewers receive regarding the selection of respondents?
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