Telephone market research
Telephone market research
Customer surveys are not just about collecting data, they are about discovering consumer behaviour and motivations in the marketplace. One of the most effective and objective forms of research is a telephone survey.
Through a telephone survey it is possible to find out about your brand awareness, customer attitude to the quality of your products, knowledge of the advertising campaign and so on. Compared to other methods of data collection (electronic or face-to-face), the advantage of a telephone survey is its possibility of follow-up.
Customer surveys are not just about collecting data, they are about discovering consumer behaviour and motivations in the marketplace. One of the most effective and objective forms of research is a telephone survey. Through a telephone survey it is possible to find out about your brand awareness, to find out the attitude of customers to the quality of your products, knowledge of the advertising campaign and so on. Compared to other methods of data collection (online or face-to-face), the advantage of a telephone survey is its possibility of online or follow-up. It is a quick and efficient tool compared to other types of surveys. It is faster than face-to-face collection through a survey network and is more representative compared to online surveys, which exclude a certain part of the population from the surveys.
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What is our role
A survey is a sub-area of the whole, which is research. As such, research consists of developing a professional methodology, processing and evaluating data based on the data collected. Thus, our company occupies the position of an explorer, or so-called. data collector for research agencies. If a research agency needs to obtain information, they approach us with an assignment, which we carry out in practice as field data collection. We mostly carry out assignments on behalf of the agency.
However, we do not only conduct surveys for research agencies, but we are commonly hired by companies that have their own analysts. Our task is to collect the necessary data well.
How the telephone market research works
A survey is a very sensitive matter and therefore requires precise planning, quality implementation and proper evaluation. How the exploration process is carried out from the beginning to the final output:
- defining the objective and purpose of the survey
- preparation of the topics we want to find out in the survey
- preparation of appropriate questions
- questionnaire programming
- data collection with prior interviewer training
- evaluation of the survey and processing into graphical form
- interpretation of results
- adoption of measures
What target groups will we reach in the survey
B2C survey – a call to residents, i.e. individuals from whom we seek personal opinions, attitudes, knowledge, etc.
B2B survey – calls to companies, i.e. legal entities. The respondent is answering on behalf of the company or entity in which he/she operates. It can be a sole trader, a company, an office or another institution. The position of the person is individual depending on the topic of the survey (HR manager, director, person in charge of the area…)
Public surveys – these are general surveys where respondents are approached randomly. This means that a call is made to a randomly generated phone number, and we don’t know who we are going to reach on the other end. Exceptions are public company surveys, where calls are made based on databases, numbers from public sources, or company websites.
Customer surveys- when a company or entity needs to find out the opinions and attitudes of its customers. In this case, the contracting authority shall provide a database of its clients to be contacted. The customer can be a natural person, but also companies, i.e. that the respondent comes from a database supplied by the sponsor – there is a form of relationship (e.g. a bank where the client can be both an individual and a company).
Quality versus price of the survey
Something to be particularly careful about when choosing the right survey method is selecting the appropriate type of survey depending on its objective and the target group being surveyed.
Unfortunately, these attributes are often preferred to lower cost over survey suitability. It is important to note that if you do not choose the right survey design or the right target group, the survey results may not be correct. Thus, the subsequent decisions you make may not be the right ones.
In an effort to save perhaps a few hundred euros, we can calculate the damage caused by a wrong decision to thousands, even tens of thousands of euros.
Quality market research should be an essential tool in making business decisions. The form in which it is implemented and the target group you want to target are important. If you need advice, please do not hesitate to contact us.
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