98 9.8 Methods: Face-to-Face
Conducting an interview in person is certainly the preferred method for communicators, whether they are interviewing for a news story or conducting focus groups.
Advantages of face-to-face interviews
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Picking up clues about the person, beyond what they say (tone of voice, body language)
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Holding the interview in the interviewee’s “space” allows you to observe their environment, giving clues about the person and providing “color” for the story
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Interviewee can be recorded
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Longer, more complex question strategy can be used
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Interviewee can respond to visual images or objects
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Non-verbal responses to questions or displayed objects can be part of the information gathered
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Interviews can be edited but still maintain the feel of a live interview
Disadvantages
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Labor and transportation costs for the interviewers’ training and travel to and from the respondents’ locations can be high
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Interviewees can be reluctant to allow strangers into their homes or offices
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Interviewer’s appearance, age, race, sex, dress, or nonverbal behavior may affect respondents’ answers to survey questions.