Businesses that are starting up, launching a new product or service or assessing their customer service are bound to do a market research. Of which, the results are ultimately used to respond to the needs and preferences of the target market. Information is the main ingredient in a market research and marketers have been using different methods of getting such (e.g. online surveys, mobile surveys, face to face interview, etc.). Among these methods is telephone survey. It maybe is traditional, but it’s still popular. Its response rate is also high compared to any survey methods in market research. Aside from these facts, here are more reasons why you need to include telephone survey.
- Large scale accessibility. With telemarketing survey, reaching a wide geographical range is possible even for small businesses. Establishments and almost all households in the United States has a land-line phone. This fact makes it viable to talk to any customer in any market, virtually.
- Ensures respondents’ anonymity. Reluctance in engaging to sensitive topics is inevitable especially in the case of people who highly regard confidentiality. However, telephone surveys provide a high level of anonymity. Thus, permitting respondents to be more open and honest with their answers.
- Personal. When you take the time to contact and talk to customers, you give them the impression that your business cares about hearing their feedback. Another thing is, you’re also giving them the opportunity get answers straight from an administrator in case they have queries regarding your product or service.
- Facilitate better response. In self-administration surveys, respondents tend to skip questions particularly those that they don’t understand or are confusing them. But in telephone surveys, the order of the presentation of items can be controlled, and the caller can immediately correct misinterpreted ones. Also, compare to the type of survey mentioned above, open-ended questions are likely to be answered exhaustively by the respondents in a telephone survey.
- Cost and time-efficient. Save yourself from allotting postal, travel or catering costs. Minutes of phone call costs little with most phone plans. Moreover, when you call your respondents, it usually compels them to give you time for the survey right there and then. Or if they wouldn’t grant you the time, your callers could simply move over to another contact. Unlike web or mail survey, respondents can easily choose to ignore it or take them some time before answering it. If you’re reaching a particular time-bounded quota, the latter type of surveys can significantly inconvenience you (and a whole lot of it couple with Internet connectivity issues and instructions on returning physical mails).
When you integrate a correct approach, unique style, perfect choice of words and genuine intention, telephone survey could be just the right method in understanding your market.