1. Primary Research--Interviews 1)Roughly outline the progression of questions you’d like to ask –More efficient gathering of information –Reflects well on you the researcher

2. 2) Phrase each question narrowly enough to keep to the point, but open-ended enough to allow the interviewee freedom to expand on the point. –Tell me about ISO 9000. –What do you see as the advantages and disadvantages of ISO 9000?

3. 3) Don’t phrase questions in a way that leads the interviewee to answer what you want to hear. –What are the problems with the current system? –What is your opinion of the current system?

4. 4) Send the interviewee a list of questions in advance. –Gives interviewee time to generate answers. –The courtesy reflects well on you.

5. 5) When the interview is over, mention that you may need to collect some follow-up information. –Keeps door of communication open. –Other questions may arise.

6. 6) If you plan to use any part of the interview, acquire the interviewee’s permission to do so. –Courtesy to interviewee. –Avoiding legal action.

7. 7) Always send a thank you note. –Common courtesy toward a busy person –Establishes a positive relationship

8. Other –Be accurate with information gathered. –Tape record with permission. –Schedule a week in advance. –Be on time. –Be concise (1/2 hour). –Be professional.

9. Primary Research— Surveys/Questionnaires Sample—representative segment of the population being surveyed Example: 3 of 4 dentists surveyed recommend Crest.

10. First Task Determine your representative sample. –What group? Which individuals? –How many?

11. Guidelines 1)Word the question clearly. 2)Ask for only one piece of information in each question. 3)Make sure that the wording of the question doesn’t imply the “correct” answer.

12. 4) Include a range of response options beyond a simple “yes” or “no.” 5)Always allow for an even number of responses. 6)Design the questionnaire so the results will be easy to tabulate (I.e. rankings, multiple choice)

13. 7) Place open-ended questions at the end of the survey. 8)Field test the questionnaire.

14. Other –Try to limit length to one page. –Ask for permission to distribute.