Telephone Interview Based Research in Todays Technological Environment

Although today's highly sophisticated technological environment enables market research using various automated electronic tools such as internet based surveys, web trends observation and traffic analysis, it is still highly necessary to use the traditional telephone interview approach in order to get a complete and rich picture of the market/customers as well as to support and to explain the results received through the electronic tools.

An interview conducted by a researcher enables going deeper in the discussion and attain a higher level of understanding of the topic. Moreover, while running a telephone interview the researcher has a higher control and influence on the process and the flow of information collected, hence allowing:

- The interviewer can quickly focus and go in depth on topics where the interviewee has better knowledge and can contribute further, while omitting topics of lesser value.

- The researcher can be flexible and go beyond the defined questionnaire or change the order of questions if there is a need.

- While conducting a telephone interview, some information is also being transferred though the tone, the fluency or even the silence during the discussion.

- A higher hit rate of participating interviewees can be attained through telephone interviews.

#MarketResearch #TelephoneInterviews