The Tribe Discovers Two Effective Survey Contact Methods
“Disadvantages?” Org asked.
“People generally don’t like being contacted by telemarketers for survey purposes, especially in their home,” Marka said. “In fact, a recent survey of almost 5,000 people ranked telemarketing as the most annoying of 32 annoying events. Before beginning a phone interview program, we should weigh the pros of greater response rates vs. the cons of possible damage to the FEI brand.”
Marka put her whiteboard away. “Next week, we’ll discuss the benefits and drawbacks of two more survey method options.”
Today’s FIRE! Point
The response rates of your survey will likely vary with the vehicle you use to contact potential respondents. Consider trying a combination of survey contact methods to determine which are most effective.
Though the mail questionnaire is a good way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers, the response rate is usually lower and/or slower than other methods.
Phone interviewing is a good method for gathering information quickly and allows the interviewer to clarify or give further explanation on questions as needed, but surveys must be relatively short, as there’s a limit to how long most people will stay on the phone with an anonymous surveyor.
FIRE! in Action
Innovative Market Research Drives Sales Growth for Industrial Design Firm
IDEO undertakes a variety of innovative market research methods, including “behavior mapping,” “shop-alongs” and “camera journals,” in which the consumer records his or her perception of a product through photos. IDEO’s novel market research approach helped drive $70 million of revenue in 2005.
Next week: Marka discusses the different advantages and disadvantages of two more survey contact methods.