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Marketing: The Core 8th Edition

Marketing: The Core (8th Edition)

Book Edition8th Edition
Author(s)Hartley, Kerin
PublisherMcGraw-Hill, Inc.

Chapter 7, End of Chapter, APPLYING MARKETING KNOWLEDGE, Exercise 1

Page 204


Telephone interviews are a medium of primary data research. Observing people and asking them questions are the main tasks performed in primary research. Long questionnaires are also prepared and a detailed survey is done. 

The act of taking the students' reviews with the help of the telephone has both benefits and disadvantages. 


The benefits are as follows:

  • Primary data collection techniques like telephonic interviews are usually very flexible as the data are collected directly from the individual. 
  • The telephonic interviews may also help to understand the student's priorities in greater depth. 
  • Primary data collecting techniques also help to collect specific data from the students and understand their needs and priorities. 
  • A telephonic interview can be recorded to re-evaluate the students' responses if required.


The drawbacks are as follows:

  • Telephonic interviews are usually time-consuming, as they require calling up each student individually for their reviews. 
  • Sometimes, long and inappropriate questionnaires can add to boredom and the student may end up hanging up the call.
  • Calling up every student individually increases the cost and consumes more time.

Sample Response

The benefits of using telephonic interviews are as follows:

  • It is very flexible.
  • It helps to understand a student's priorities in depth. 
  • It adds to being more specific regarding the problem being studied.  
  • The interview can be recorded for future reference.


The drawbacks of using telephonic interviews are as follows:

  • It is generally very time-consuming.
  • Hypothetical questions sometimes lead the student to hang up the call.
  • It is an expensive medium. 
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