Telephone surveys have dominated the consumer research market for the past 50 years as the best method to achieve statistically valid results which can be projected into the entire population. While they are now losing ground daily to online surveys, they remain a staple of market research.
For example, all national political polls rely on the phone survey approach for their immediacy and ability to reach a wide range of respondents throughout much of the world.
You create a sample frame prior to beginning your research, which defines who you need to include for your survey to be representative of your audience. You could decide your sample will match the demographics of your community or the nation. Or you may be more interested in the opinions of American car owners, or of female registered Democrats under 35 who voted in the last election.
Your target audience will help determine if you:
In consumer research, if you elect to call randomly, there are two general alternatives for sampling:
PHONE INTERVIEWING ISSUES
Consumer phone interviewing relies on our ability to reach a random sampling of households. The validity of this approach has been decreasing steadily for the past 15 years because of eight technology and lifestyle changes:
Additionally, VIOP numbers can be assigned from almost any area code and multiple three-digit prefixes, decreasing the correlation with residence by zip code.
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Copyright VanAmburg Group, Inc.
Updated November 4, 2008
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