In this method, the investigator collects data by having direct contact with the informant and conducts in the spot enquiry.
- The investigator goes to the field personally, contact the respondents and convince them in giving the information under study.
- The investigator has the opportunity of explaining the study and answering any query of the respondents.
- The investigator can request the respondents to expand on answers that are particularly important.
Merits of direct personal investigation
- Originality – data collected is original in character.
- Reliable and accurate – this method facilitates collection of authentic and reliable information
- Flexibility – this method is fairly elastic as investors can vary the nature of questions and seek different kinds of information.
- Uniformity – provides uniformity in collection of information.
Demerits of direct personal investigation
- Not suitable for wide areas- method is not suitable when the area of coverage is considerably wide or when many respondents are to be contacted.
- Expensive and time consuming -method is expensive and time consuming particularly when the field of investigation is large.
- Personal prejudice- the bias or prejudice of investigation can affect the accuracy of data to a large extent.
- Trained personal- entire success of this method depends upon the investigator.