Telephone Interviews
practice of our call – center, we are often faced with conducting telephone interviews. Of course, telephone surveys – one of the most rapid and inexpensive ways to collect quantitative data used in marketing research. Although telephone surveys, has its advantages and disadvantages, the end result, as well as the quality of the data will depend on the originally correctly prepared questionnaire. K Unfortunately, the customer often referring to the call center has developed a questionnaire, ignores well-known rules for the development of the questionnaire telephone interview. Below, I will provide these basic rules and principles. Start a poll with a simple, interesting, easy questions. Simple questions help to obtain the consent of the respondent to participate in an interview. They confirm that the problem of party is a snap.
Confident than respondents feel, the more likely they will agree to participate in the survey and fill out the form. Practice telephone survey shows that about 10% -15% of the respondents refuse further interviews, after 4-5 issues; Group the questions on one topic, complete one topic before moving on to the next. When conducting interviews, respondents are often asked about things they had not been paying attention. Therefore, the respondent should be allowed to consider the question. If they are already pondering over a topic, it is important to focus on it.
This helps to ensure a meaningful response. Jumping from one topic to another without following the logical sequences can push to the surface, meaningless answers during a telephone interview; Regarding a specific topic, first ask general questions, moving gradually to specifics. General questions acquaint the respondent with the theme and focus his thoughts in a certain direction. As soon as the respondent's attention is concentrated, it is easier to answer specific questions that require recall of details. Complex or sensitive issues are at the end users. It is hoped that by the end of the conversation between interviewer and respondent established a kind of communication that will help get the respondent to answer Questions of this kind. Establishing trust relationships is not possible during a mail survey, but in this case, the survey organizers hope that, having reached the last point, the respondent, who spent time at filling almost the whole questionnaire, take a few minutes and the remaining issues. Do not place in the early forms of questions that can distort the answers to subsequent questions. Please note that the questions are placed at the beginning questionnaires should not be a hint for future issues. For example, the question: 'How would you rate the cleaning effect of each of these three detergents? " prompt response to a question placed later in the questionnaire: "Which of the properties you use detergent to be, in your opinion, to improve? " Place the most important topics first. Obviously, the quality of response deteriorates as the fatigue of the respondent. Therefore, the issues to receive the most relevant information, should be placed at the beginning of the questionnaire.
