When and How to Use Telephone Surveys

1) The research design

There are three types of research design: longitudinal, cross-sectional, and retrospective. If you want to do a survey, the most commonly used type of survey is one from the cross-sectional research design. This design provides a snapshot of the variables included in the study at one particular point in time.

Surveys are the most common research method used. An advantage of doing a telephone survey is that it is cheap and can be taken quickly. In comparison, mailed surveys can be time-consuming, expensive, and have a low return rate.

2) The unit of analysis

After the research design has been chosen, you need to decide on the unit of analysis. The unit of analysis is what you are researching overall. An example of this would be if you want to research your customers' satisfaction with their recent purchases. Once you know what you want to learn about, you can then start forming your questions appropriately.

3) The method of sampling

How to construct your questions for the survey depends on how many people you are planning to contact. If your sample size will be larger than a hundred, you may want to consider using closed-ended questions.

Closed-ended questions give the participants several choices for answers. These types of questions also make the results of the survey easier to tally. People tend to have a short attention span when it comes to long surveys, so kept it short, no more than about two pages long.

Figuring out the correct people to survey can be difficult. For example, if you want your customers' opinions, do not survey the general public.

Getting people to agree to participant in a telephone survey can be hard. Where you got their phone numbers may be a deciding factor in if people are interested in being a part of your sample. For instance, your customers may be more willing to take your survey than random people from the phone book.

Another deciding factor in people's participation will be the time of day that you choose to call. Calling too early or late in the day and/or at meal times is not a convenient time for people to participate in a telephone survey.

4) The limitations and using the results

Reactivity is a big problem with surveys. Reactivity is where people try to give what they consider the correct answer or an answer they feel will make them look good. To avoid this from happening, try to ask questions that won't make the person look bad who is taking your survey. Also, you should explain to them how important it is for them to be honest in their answers.

If you feel the survey has accurate information, you can use it to make changes in your business. Using the survey results could save you money because it may stop you from adding a new product or service that people aren't interested in buying. It may also help you to decide not to change a policy or service that your customers enjoy.