Summary

Interviews involving personal contact between interviewer and respondents are the most versatile and widely used method of primary data collection. They may be carried out in a variety of ways, and descriptions are given of types of individual interview, attitude measurement and projective techniques. Group interviewing methods, of which group discussions are the most important, are also mentioned. The non-personal research methods covered are postal research or self-completion, Internet and e-mail research, diary panels, telephone research and the observation methods of panels and retail audits.

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