ABSTRACT
This chapter helps people to: know what to include in interviewer training; recognize good interview techniques; understand issues of confidentiality; understand interviewer biases. Interviewer bias is often a major contributor to data collection problems. A research company tends to employ field workers and interviewers on a continuing basis. Advertising and public relations in-depth interviews require extensive planning by the researcher and exceptional interviewing skills by the interviewer. During the introduction stage, the interviewer should keep as much eye contact as possible with the respondent. The questionnaire used by interviewers is typically a combination of structured or closed-ended questions and open-ended questions with additional probing questions. When training telephone interviewers, advertising and public relations researchers should explain the purpose of the survey, the objectives of the survey, and why the survey is important; they should identify the sponsor of the research and describe the research method.
