PROJECT

Theory and technique of the interview

DECEMBER 13, 2022

MAYRA MENDOZA CANDILA
 Introduction

My project aimed to guide my autonomous learning regarding the

theory of psychological interviews, focused on market studies. By
throughout the research, we sought to understand and develop the stages of planning,
application and final report of the interview process, as well as motivate the application
of the learnings.

My perspective was to genuinely understand how the interviewee could have

best experiences with the company, so I focused on interview methods
and questions that would allow me to create a warm and engaging atmosphere.

Conceptos clave: Entrevista, marketing, estudio de mercado, reporte final.

Development

I investigated various sources of information for each part of the process to carry out
an interview and its final report. Later, I was assembling the progress
according to examples from different authors, as well as recommendations from
marketing. As for the final report, my colleagues and I provided feedback to each other.
to understand the final reporting guidelines of different books.

General analysis of the case and type of interview.

Amazon needs to expand its impact in Mexico by increasing its sales to

attract the attention and interest of Millennials regarding products and services
of the company, and regarding the brand; and thus, to be part of its strength
labor in Latin America.

It is necessary to investigate the profile and commercial behavior of Millennials, thus

such as their work interests; this through the application of interviews.

The interview aims to gather information on trends,

interests and consumption preferences, as well as professional ones, of the
Millennials; quantify and measure the interviewee's opinions on the information
collected (INSHT, 2004), and thus build strategies to reach the generation.

An urban resident will be interviewed (where the company can make deliveries)
from Mexico, born between the years 1981 and 1995, who has the resources
economic and technological factors to consume the company's products and have
interest in online shopping.

The interview will last 40-50 minutes and will be individual and of a type
semi-structured, with a formal yet friendly and clear language.

Structure of the interview.

The introduction of the interview seeks to stimulate a trusting environment and

Respect, it will be clarified what is going to be asked and what the purpose of the interview is.

just as gradually introducing the interviewee into the dynamics of the interview, with
questions that encourage them to answer freely.

So we will begin the interaction with the interviewee in a friendly manner and
relaxed, making casual comments and non-meaningful questions.
We will proceed to inquire about some general topics with open questions.
It will last 10 minutes.

The development lasts 30-35 minutes during which the

questions as a guide, more about how to approach a topic, about how
Ask the questions if the opportunity arises. Otherwise, it will remain the same.
chat while guiding the interviewee with questions that
they provoke gradual changes of topic; until the topics are completely covered.

At the closing, an atmosphere of conclusion is slowly created, and to ensure that the
interviewee leaves with positive emotions regarding their experience. Their
the duration is 5 minutes.

The questions are in the Annex.

Structure of the final interview report.

The final report of the interview is addressed to the marketing department of
Amazon, which is responsible for "Increasing market share,
develop the company's image, increase revenue, detach from the
competition, launch of a new product, develop a strategy for
marketing for the company and a concrete action plan, investigate the situation of
market, boost the company's brand positioning, work on the
promotion of the company and the brand in the market, carry out the process of
pricing, company's assortment policy; generate, research and
implement new ideas and development methods, and analyze the effectiveness of the
marketing activities" (Cesuma, A., 2021).

Formal language will be used. This type is the most suitable as 'it is used in
those situations where formal science predominates, to give greater
importance to what is being communicated (...) it also serves to be able to give
information in formal events or in situations that require seriousness and
education (...) is also a sign of cordiality" (Briceño V., G., 2020). Therefore
the formal language used in the report, which requires having a high degree of
Seriousness and responsibility will give relevance and seriousness to the analysis.

The report should focus on describing the how, when, where, and why.
Millennials make a certain purchasing decision; in the specification of
the trends, interests, and professional preferences of the interviewees; and,
based on this, in the recommendations to attract the target audience.

This is because the case's necessity requires such data. Like Amazon
wants to expand its impact in Mexico, it is necessary to find out information
specific about Millennials, and thus be able to generate strategies to increase
its sales; to finally capture their attention and interest in the products and the
company, and that make up its workforce in Latin America.

Finally, a summary of the main characteristics must be concluded.

found among Millennials, as well as the general interpretations of those
characteristics. Characteristics focused on their consumption trends and
job preferences.
The recommendations to be provided must set guidelines in both directions.
that we are exploring, in consumption and work habits. That is to say, it
they will describe the fields of action and the suggested strategies that are of greater value

the effort is worth dedicating to them. Similarly, conclusions will be drawn regarding
from the Millennials' perspective on products, the platform, and strategies
current marketing strategies of Amazon.

Conducting the interview

I asked my partner to participate in the interview, and we scheduled a day and time.
in which he acted as himself, but I acted as if I didn’t know him and with
formality, as planned earlier. The interviewee is 39 years old.
years, and identifies with the gender that was assigned to him at birth, male.

The chosen place was the room of our house, it has ventilation, good
lighting, and the armchair is comfortable and spacious. I welcomed him, and I placed a
stopwatch before moving on to the introduction and the main topics of the
interview. During these, I was taking notes in a small notebook and
I maintained the rapport satisfactorily.

In itself, the development of the interview was smooth, almost all the questions were asked.
and all had extensively descriptive responses, the communication was clear and
The interviewee had no doubts. However, I got very nervous.
during the introduction and the development, and almost at the end of the interview was when
I felt calmer. What happened is that I didn't feel confident that I could do it.
the questions in a logical order, and during the interview, I noticed that I was
doing it in a disorganized way; but when I was about to close, I realized
that I had all the necessary information, and that's when I was able to relax a bit.

Final report of the interview

Interviewer Mayra Mendoza.

37-year-old male respondent.

His general habits include working out at the gym and doing arts.
marciales, jugar videojuegos, ver las noticias, comprar ropa, estudia, trabaja.

Buy medium quality martial arts items, the lower priced ones.
but from well-known brands. The types of items range from gloves, sacks and
martial arts belts to cones and jump ropes; they also vary in
Regarding size and recommended ages.

The items he buys the most are clothes and video games. The video games
mostly buy them from online stores that offer the lowest price. The clothes
shopping in department stores or markets since I want to try them on
garments and acquire them right away; although it mentions that for a lower price or
higher quality might expect one or two days for the garment. He is not interested in the
clothing brands; as for video games, yes, they have their favorites (naughty dog,
Ubisoft, and others for PlayStation or Xbox.

She buys little online but usually uses Amazon or Wish, depending on which one.
it comes out at a better price and in less time. Says it does not know applications that

they have such a variety of items, are safe, and the prices are reasonable, too
that it has only happened once that the Wish platform has an error, from
Amazon never. Has never purchased through social networks.

He/she does not know about the tasks in an online sales company, but mentions that
he has knowledge in billing and that might interest him if that were the case.
He is currently dedicated to teaching martial arts and cardio at a gym.
he entered a year ago through an advertisement on the internet. He considers the payment to be

just enough, although the amount is sufficient to cover his expenses.

His ideal job would be one that allows him to choose his schedule flexibly.
especially to be able to attend school and dedicate time to their family.
Also among the benefits, in addition to the basic ones required by law, you would like additional benefits.

maternity and pension after retirement.

It seems to you that Amazon has products at reasonable prices, although sometimes they are
high or the delivery makes it inaccessible, it seems like a good benefit to him that the

delivery is in a few hours or days.

Conclusion

The biggest difficulty I faced in completing this deliverable was the lack of ...
clarity I had at the beginning regarding the type of information they were providing me
asking. The biggest challenge was Organizing the information; among my ideas and sources
of information, it took me a lot of organization to be able to finish the project at

time.

I believe I will need skills for the design of the interview later on.
Research (especially for organizing information), analysis to reduce
said information and, above all, patience to perfect the project.

Organizing the parts of the progress was complicated for me and

complete. Especially the wording of the questions and the structuring of the
themes; the main problem I faced regarding this was deciding what questions
they were the minimum required to obtain the requested information, at the same
time to maintain the interview for an adequate duration.

Similarly, personally, it is frustrating for me to organize the information found.

in sources of information since each source provides information for different
parts of the progress. Finally, I believe I managed to structure the progress in a way
satisfactory, although I would have liked to narrow down the questions a bit more.

The goal of obtaining the necessary information for the case was achieved.
satisfactoriamente. Creo que esto es debido a que modifiqué las preguntas
as required by the interview, in addition to the active listening allowed to do
more accurate questions and convey interest.

The control of the time extension according to the plan is an area in which
I have to work. Considering that several people will be interviewed.
day, the time taken must align with the planning and resources
pre-established. I had planned the interview for 30-40 minutes, and finally
It took me 1 hour and 12 minutes, which is what it would take to do two interviews.

I definitely need to practice the questions and possible answers beforehand.

la entrevista, y así tener distintos planes. Uno con todas las preguntas, otro con
fewer questions that were selected to still cover the topics; and perhaps one
even more summarized version. With that practice, I would possibly have a better
performance during the interview. Also, it would be very helpful to expose myself to

situations where I have to conduct interviews, also learning with the

experience.

The design of my interview satisfies me, I thought the length of time

the prolonged duration had to do with the number of questions, but rather it was that
I could not keep track of time. In reality, the design encompasses all topics.
and it is possible to cover it in 40 minutes.

One specific thing I would change is the use of a table and chairs instead of an armchair,
It was hard for me to take notes without a table.

Reflection

I really liked this subject, but the experience with the project was
disappointing, I consider that I did not learn and only followed the instructions. I do not

I felt motivated to continue with the project, but I finally succeeded.

In the subject, we learned a lot about interview theory.

psychological, the steps for planning, the process of construction of the
interview, the analysis, and the creation of the final report. These learnings allowed
that completes the stages sufficiently. Aside in other references
I researched reliable tools that were missing.

I believe that, to have been the first subject in interviews, with the
ambiguous instructions and no feedback, I did quite well. Just the
time has run out.
 The project is decent, I definitely need to organize better the way to
make notes and the sections of the interview questions. The final report not
I liked it because it lacks sections and perhaps more information.

References

BBVA. (2022, July 21). Who are the 'millennials' and why are they a generation
unique? BBVA [Link]://[Link]/es/quienes-millennials-
unique-generation/

Briceño V., G. (2020). Lenguaje formal. Euston96. [Link]

formal

Cesuma, A. (2021, October 7). The Marketing department: objectives, functions and
tasks. [Link]
[Link]

Conxa, P. (2012).Manual de la entrevista psicológica: saber escuchar, saber preguntar

(first edition, pp.32-59). [digital version]. Pirámide Editions

INSHT. (2004). NTP 107-Design y realization of interviews. NTP.

[Link]

MBA (2021, July 30). How to design a questionnaire for research

markets? Chamber of Commerce of Madrid.
[Link]

Perpiñá, C. (2015).Manual de la entrevista psicológica: saber escuchar, saber preguntar.

Madrid, Mexico: Larousse Publisher - Pyramid Editions.

Silva, D. da. (2021, February 2). 5 resources to conduct a behavior analysis of

consumer. Zendesk MX. [Link]
consumer-behavior/

Mexican Society of Psychology. (2020). Code of Ethics for Psychologists. Trillas.

 Annex

Welcome

Hello good afternoon. I am the one who will interview you today, my name is Mayra.
Mendoza, but you can call me May. How would you like me to address you?

*Name given by the interviewee*, nice to meet you. How are you feeling about the interview?
(if it is positive, 'I am very glad, we want you to feel comfortable'; if it is negative,
validate and ensure that everything possible will be done to improve your experience because

we want you to feel comfortable, and if there is something you don't want to answer or is not
okay, you can express it without any problem, there will be no judgment).

If you need clarification on the questions we will ask or want to comment on something
Additionally, you can tell me without any problem, okay?

Good. The interview I will conduct is part of a market study from the
Amazon company. We seek to understand consumer interests and preferences, and
the work of Mexicans born between 1981 and 1995. All their data
personal and what is said during the interview will be treated confidentially and
its use will be solely for research purposes.

Do you have any questions? Do you agree that we continue?

Introduction

Great. Could you tell me your last name? And your date of birth please.
Thank you very much.

Good. To start, I am very interested in knowing the habits you have. Can you tell me?
{"weekday":"Can you describe what an average weekday entails? And a weekend day?"}
week? (detail in interests, and general behavior trends).

Regarding the purchases you make, besides groceries, what type of products
Who buys the most? (Detail in multiple preferences, places of purchase).

Development
What are your favorite brands or places to shop (online and general)?
Why? How are they different from others?

So, how do you choose between the different options of companies that exist?
general and/or online)? What attributes should my sales or selling service have
online so that it can be chosen before other consumption alternatives?

¿Con qué frecuencia hace compras en línea?, ¿en qué días y horarios compra
usually? (detail in the budget of your purchases, give me an idea of
average of their income, factors that influence the decision to buy a
article).

What do you think about working for an online sales company? What do you think about the

online stores (platforms and experience)?, how should a platform be?

Is online shopping ideal for you? Why would you shop online? How should it be?
ser la experiencia durante la compra? ¿Tienes experiencia con la compra de
products through social media? What do you see as the difference with
online sales platforms like Amazon?

What is your concept of Amazon as an online sales company? What do you think of it?

it seems your platform and the shopping experience (find out if they have bought and what,
How often do you shop on Amazon? (if you stopped
buy on Amazon, find out why) How does Amazon differ from others
brands? What is the assessment of the cost/price & benefits relationship of the
Amazon products in relation to other competing alternatives?

Do you think it is a good company to work for? Would you work there?
find out if there are negative concepts or ideas of areas of opportunity of the
company).

Does he/she work in ...?, how did he/she get in? (find out his/her educational level).

How long have you been working there? Do you think the pay is fair for your...
job?, do you think the amount is sufficient?
What would your ideal job be like? What should the company have, how should it be?
What characteristics would make you resign or not apply for a job or a position?
Company? What characteristics would make you stay for a prolonged period?

Closure

Okay, I appreciate you providing me with this valuable information.

We are about to conclude the interview. If it's alright with you, I would love to hear
any positive experience you have had with Amazon (if you do not use Amazon,
with another online store; or alternatively in a general purchase).

Oh how nice. Good experiences make us come back.

Well, how are you? How did you feel about the interview after all?

With this, we conclude the interview. I appreciate your trust and time.
Would you like to make any final comments, or do you have any questions remaining?

Well, I'll walk you to the door.

Have a good day.