Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 49: Musings of a Researcher: The Human Side of Interviewing
Musings of a Researcher: The Human Side of Interviewing
The growth in volume of marketing research puts strain on the interviewing resources of the country. Recruiting, training, controlling, and evaluating interviewers are tasks that make special demands on those who handle fieldwork. The researcher-interviewer interface is one that has not been much explored, and my purpose is to express informally some ideas stimulated by the problems of understanding the human situation in the field.
As a start, my thoughts turn in a reminiscent direction, wandering back to the early days of working on qualitative research at Social Research, Inc. Thinking idly about interviewing and interviewers, I remember Mrs. Burlun. Mrs. Burlun was a squat, cheery woman of ...