A telephone survey is a commonly used method of gathering data from a widely distributed population. Respondents take part in a brief (usually less than 15 minutes) survey.
Advantages of telephone interviews:
- Interviewers can ask follow-up, open-ended questions
- Questions can include both aided and unaided awareness questions
- There are typically fewer problems with unanswered questions
- Complex question skip patterns can be effectively executed
- Using a team of interviewers, responses can be gathered quickly
Disadvantages of telephone interviews:
- Long questions are difficult for respondents to follow and remember
- Ranking question or questions with many response choices are difficult when items can't be seen
- Many questions using a similar rating scale may cause respondent fatigue
- Long surveys cause respondent fatigue, reducing completion rates and data quality
- Cannot use images - must present verbally
- Difficult to use advanced techniques such as discrete choice modeling
Gelb Consulting Group has supplier relationships with telephone survey field services in the U.S., Canada and various international locations.
|
