Phone survey: Provide ease in connecting with the consumer. Businesses need to do market research to see the trends in consumer choices and taste. Entrepreneurs must carry out surveys for this purpose and reach out to potential consumers to become aware of their needs to be fulfilled.
The traditional phone survey out of various methods is still popular with businesses and is an easy way to know the consumer demands.
Are you still pondering over the term “Phone Survey” and are unclear about it? Fret not as you are just in the right place to explore more about phone surveys.
The article will enhance your cognizance about the methodology of the phone survey and the steps taken to make the survey successful.
Simplifying The Term “Phone Survey”
A phone survey is a method of data collection where an interviewer communicates with the respondent over a phone call and handles a questionnaire by reading it from a computer screen.
The targeted population contacted via phone calls, and the answers of respondents are recorded electronically through computer-based instruments.
Computer-Assisted Telephone Interviewing (CATI) helps the interviewer to follow up on the survey questions and clarify any query of the respondent.
An interviewer cannot edit the question nor ask the respondent the question of his own choice and only acts as a mediator between the questions and the survey respondent.
CATI software can be conveniently used to store the response, set an appointment, and set call disposition reducing the hassle to write the answers in separate files or document for storage and waiting for the respondent to participate in the survey.
Advanced technology has made it possible for businesses to connect with a larger amount of respondents in no time and carry out a phone survey with more participation.
Let’s just proceed to the factors that ensure a smooth process of a phone survey.
When Might a Phone Survey Benefit You?
You need to understand that when phone surveys are most appropriate to use before coming to the pros and cons of it.
The factors listed below tell you when phone survey benefit the most:
- You can engage the respondent on the phone call without taking his precious time and making him feel recognized by a brand when the survey is concise.
- Quick results also encourage businesses to use phone surveys as the responses are recorded fastly, and there is no need to write the reply manually.
- The agencies should have resources to set up the phone call to the respondent, e.g. Internet connection and computer system.
- The target population has difficulty in solving the questionnaire and is from rural areas where phone services are not available.
Advantages & Disadvantages of Phone Survey
The presence of an interviewer in a phone survey gives close contact with the respondent. This is very crucial in maintaining good customer relationships and making the customer feel valued.
- High accessibility:
Every household has phone service available, which makes it easier for a market researcher to reach out to the respondent quickly.
- Quick and easy data handling:
CATI software allows faster processing and managing of data collected from phone surveys. The past data is also easily accessible using CATI.
- Quality control:
The trained interviewer can promote accuracy in the interview by clearing the misconceptions of the respondent and can also help with the uniformity of the questionnaire.
- Maintain the secrecy of respondent:
CATI provides anonymity of the respondent if he wishes to conceal his identity and personal information. It is also cost-effective than web-based surveys.
- Time constraint:
Time management can create hindrances in phone surveys as the personal time of the respondent is disrupted, and he might not be able to answer the questions due to his busy routine.
- The respondent may filter the call:
Many phone users do not answer the call when they see an unknown number on the screen, thanks to the caller identification system.
- Unseen products: The unavailability of the physical product also demotes the validity of the phone survey. The respondent might not answer correctly when he cannot touch or taste the product, thus bringing the element of bias.
How To Conduct A Phone Survey?
1) Introduction To the Survey
The communication of the survey should begin with the introduction of the objectives of the study. The interviewer should use dynamic language to grab the attention of the respondent while also highlight the source from where his number was taken.
After the introduction of the survey, the interviewer should tell the purpose of the survey and the time needed to complete it. It is appreciable to promise the confidentiality of the respondent and inform them to skip an inappropriate question.
The survey should be highly engaging so that the respondent becomes persuaded to answer every question and give feedback. The interviewer should be trained to use a persuasive tone to make the respondent complete the survey.
2) Collection of Data
The interviewer needs to ask word to word questions written on the computer screen. This will encourage the respondent to give the exact answers to the questions. The formal tone of the interviewer will lead to more professional interviews increasing the chance of feedback.
The data should be recorded manually or automatically depending on the software used. The interviewer should familiarize himself with the CATI software to improve data collection. Some of the data entry software can correct the errors automatically, so an interviewer encouraged to use that software.
3) Concluding the Survey
The interviewer asks for the demographic details of the respondent in the end. He can also ask for the suggestion for the improvement in the survey.
It is necessary to end the phone survey with kind words of gratefulness, so the respondent doesn’t feel that his time wasted in the process. The interviewer should also critically analyze his performance at the end of the survey and improve any shortcomings.
The interviewer must also respect the respondent’s wishes, e.g. if a respondent wishes to finish the survey before completion, the interviewer should comply and end the call.
What You Should keep in Mind When Devising a Survey?
The businesses should keep the following points in mind before conducting a phone survey:
- Make sure that the phone survey is the best option for data collection than any other method.
- Plan the interview questions appropriately, and devise a project plan, including budget and responsibilities.
- Make the content of the survey engaging and easy to understand.
- Determine the size of the target population, i.e. sample according to the nature of the survey.
- Set the infrastructure, including telephones, computers, call logs, online forms, and scripts.
- Conduct the full survey and record all the necessary data for analysis.
- Evaluate the responses and try to incorporate them into business strategies and decisions.
Conclusively, a phone survey is suitable for many businesses. The cost-effective setup and low maintenance cost make it popular among the businesses to take feedback from their customers.
Moreover, the high accessibility of the phones makes it easier to connect with the target population and strengthen the customer relationship.
The goal of a phone survey is to achieve the maximum amount of information per monetary unit spent. To fulfill the aim of market research of business.
There is also a chance of using a mixed method of the survey. If businesses use advanced software incorporating the features of different types of surveys.
A phone survey can be very beneficial if the infrastructure is available, and the area of service has high accessibility to telephone services.
So, I hope this article gave you insight into the phone survey and solved your queries related to it. The article will also help you choose between various options available for conducting surveys.
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