Another Streetcar Named Desire. Two Cases of Evaluating and Efficacy of Self-Administered Questionnaires: Sexual Products and Cars

The traditional method of face-to-face interviewing in India has clear advantages. However, questions arise in its applicability to all types of research.

Another Street Car Named Desire

Nikhil RawalandAparajita Basu Indian Market Research Bureau, India.

INTRODUCTION

Traditionally, Indian market research surveying has always been face-to-face interviewing. Today, it accounts for more than 95% of data collection. Reasons for this are many:

  • Telephone penetration is low in smaller towns and certain socio-economic categories. Telephone interviewing is therefore not feasible when looking for a representative sample of households or individuals. Also, people are not willing to share too much information on ownership of assets and personal wealth with an...

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