Marketing Research: How do business use market research by Chkeir Maroun

Author:Chkeir, Maroun [Chkeir, Maroun]
Language: eng
Format: epub
Published: 2020-06-22T16:00:00+00:00

Chapter 4

Conducting Telephone Interviews

Introduction

Telephone interviews are a great option when you need to collect information quickly and inexpensively. Interviewers have personal contact with the respondents, which allow you to get clarification and more complete information from the interview. A useful tool that increases telephone response rates is the pre-notification letter. The telephone interview can reach specific market segments when door-to-door interviewers cannot.

However, there are basic limitations with telephone interviews. For example, the limited time you can keep a person on the phone limits the number of questions and amount of information you can obtain, especially compared with alternative methods. There is also a bias in any sample of home telephone subscribers. Access to residents through a published directory is also a problem: unlisted numbers are more than 25 % nationally and more than 50 % in large cities. They either have an unlisted number or have moved and directories don’t have current information. Another problem for telephone researchers is that fewer people have home “landlines.” Currently about 1 in 5 homes do not have a landline telephone, but rely instead on cell phones or computer based phone services (SIP phones, Skype, etc.). This problem is more acute for younger age groups.

Telephone surveys offer several advantages over self-administered surveys, such as mail surveys, email surveys, or web surveys:

Higher response rates: with good quality telephone surveys and well trained interviewers

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