Advantages/Merits Of Personal Interview:
(1) Flexibility: In personal interview, the interviewer can bring flexibility in his data collection process. There is closer interaction between the respondent and the interviewer. Questions can be adjusted as per his need and maximum possible information can be collected. This makes the survey work purposeful.
(2) Better co-operation from respondents: In personal interview, the interviewer gets better co-operation from the respondent due to face-to-face communication. Additional questions can be asked for securing more information. The respondent also speaks freely about his opinions/views.
(3) Benefit of longer duration interview: Personal interview is usually of a longer duration. The purpose of survey can be explained and detailed questions are asked thereafter. In the case of very positive response, supplementary questions can be asked. The information collected is also reliable as it is first hand information. Even the interviewer can note the family information such as home atmosphere, education and age of the respondent, through personal observation during the course of personal interview.
(4) Availability of reliable and detailed information: In personal interview, the information collected is usually detailed and reliable. Detailed information is also collected through personal interview as the respondent has enough time to supply the necessary information. It is possible to seek clarifications on any point on the spot.
(5) Better quality response: In personal interview, the quality of response is always high as compared to mail survey. Meeting with the respondent is possible on a holiday or with previous appointment. Once the interview starts, the respondent takes interest and gives answers to questions placed before him.
(6) Personal questions can be asked: In personal interview, personal questions can be asked tactfully. Similarly, questions of lengthy answers can also be asked during the interview. This facilitates collection of adequate information.
(7) Products can be shown/demonstrated before recording response: In personal interview, products, advertisements, etc. can be shown or demonstrated to the respondents in order to collect required information. Even visuals aids can be used during the interview.
(8) Suitable when information from limited respondents is to be collected: Personal interview method is convenient when detailed data need to be collected from a relatively small number of people. The respondents can be selected properly.
(9) Improves quality of research work: The conclusions drawn from the data collected through personal interview are more accurate. The delta collected can be checked properly. Moreover, the reactions and attitude of the respondents can also be noted correctly.
(10) Non-verbal responses are observed: Personal interview serves as an opportunity available to the interviewer to observe respondents non-verbal responses. Facial expressions, body movements, gestures and voice modulation are clearly visible in personal interview and can be noted on the interview sheets. Even the spontaneous reactions of respondents can be noted.
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