1. Develop a sampling strategy
When developing a sampling strategy you should consider:
- Who your clients want you to interview?
- How will you obtain the contact information for these specific people?
- How would you like to organise the sample?
Tip: Take into consideration when you draw your sample for your survey if you have a sufficient amount of telephone numbers to get the number of completions you want.
2. Develop a survey
When developing a survey you firstly should think of the goals and objectives you want to achieve before beginning to think of any specific questions. You should consider structuring your survey in these 5 sections:
3. Survey Questions
4. Demographic questions
3. Conduct a pilot test
It is important to pilot test the survey, ideally by experienced interviewers in order to catch any problems with the survey before you begin to collect any data. Highlighted below are things that vital to look for during your test pilot:
- Inconsistencies in the questionnaire
- Any additional response options needed
- Bias or leading words
- Difficult phrasing
- Sample problems
- Estimated durations
4. Conduct the telephone interviews
When conducting the surveys you must consider your telemarketers interviewing techniques, for instance, methods that will convince people to complete the survey, as well as strategies for getting high-quality data during the interview, and lastly, techniques for probing respondents when faced with open-ended questions.
5. Enter the data
With computer-assisted telephone interviewing platforms (CATI) the telemarketer is given a specific set of questions from the script to ask the respondent. From this when the interviewee gives you a response, you immediately enter this set of information into the database and make sure you enter each response just as you heard it to ensure accurate data analysis and interpretation.
Tip: you may find it helpful to pace the interview by alternating between simple and lengthier questions to allow yourself time to record the answers accurately
6. Analyse the data and feedback
The last step to conducting an effective market research telephone survey is by analysing the data you have collected from the completing the surveys. The analysis of survey responses aims to uncover and understand the bigger picture by using data to describe what it means to overall discover your findings.
Once they have this information they can then utilise it to impact important decisions within their business.
To find out more about how JEM can use their market research expertise to help your business then please call us on 01933 271717 or email us at APatel@jemmarketing.co.uk.
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