One of the main sources of data in soc surveys is the fam. It represents a valuable combination of viewpoints, & takes into account the cultural factor. The interviewer can check verbal behavior against observed behavior. These advantages, however, are counterbalanced by 2 drawbacks: (1) the difficulty of determining who in the fam is best suited to be interviewed, & (2) the various domestic distractions which might interfere with the interview. Though some areas of inquiry are better suited to one member of a fam than another (husband: cars, wife: household expenses), this is not a serious obstruction, since total objectivity cannot be obtained. A more problematic difficulty is the limited possibility of obtaining individual interviews. While various factors such as season & time of visit are to be considered, it is unlikely that one member of the fam can be isolated. If the object of the study is to determine group norms or values, this is not a negative influence. On the other hand, if individual preferences or opinions are sought, they might be hampered by the presence of other fam members. Some corrective measures are recommended: (1) correlating the subject matter to the R, (2) the careful selection of an appropriate interviewing team, adapted to the R; & (3) the choice of subject matter fitted to group discussion. When this is impossible, it is nevertheless useful to observe the effects of outside influences & distractions on the individual. A. Chapman.
