114 9.24 Recording the Interview
Think about how you will record the interview. Will written notes, a digital audio or video recording, or an e-mail transcript of questions and responses be the best way to keep track of what goes on during the interview? You have to let your interviewee know how you will record the interview. It is a breach of ethics, and in some states illegal, to record someone without their knowledge. If you use a digital recorder, always use it in conjunction with a notebook.
Focus group sessions are almost always recorded for later review by the ad and marketing researchers. Participants must sign a release indicating they understand the session is being recorded and how the information will be used.