Answer to Question #241971 in Marketing for May

Question #241971
1) Imagine that you are the researcher appointed by BMW and that you have been hired to conduct a study of it's corporate image.
a. Discuss the potential issues that may affect you choice of context in which to interview female executives who buy the 7 series cars.
Expert's answer

As a researcher who has been appointed by BMW to interview female executives who buy the 7 series cars the following are some of the potential issues that I may experience on the choice of context;

1.     Exaggeration and dishonesty.  Some respondents tend to exaggerate claims about their conditions and problems more so if they think it will further their cause and lead to improvement in their well-being. As an interviewer I must be alert to, and note any, inconsistencies arising.

2.     Failure to answer questions correctly is another issue that I may experience in my interview. This is because if rapport is not developed sufficiently, the respondent may be unwilling to respond or fail to give sufficient attention or consideration to the questions asked, and if the respondent does not understand a question properly she may give inappropriate answers. As an interviewer therefore, I need to ensure that the respondent fully understands the questions being asked and is responding in the appropriate context.

3.     Misunderstanding purpose of interview. Some respondents may view the purpose of the survey to be a long-winded form of theft especially if the interviewer is asking personal questions their comments, therefore, about such issues as how much fuel these 7 series cars consume may look sensitive to the respondents. To avoid such problems from arising it is important to carefully explain the objectives of the interview, the identity of the interviewer and what is required of the respondent, prior to the interview proper.

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