Hot LemonResearch services - telephone interviews
Telephone interviews are similar in style to executive interviewing, but being done, as the name would suggest, over the telephone. This allows our researchers to develop a relationship with the interviewees and explore responses in an open ended fashion.
Telephone interviewing – what is it?
Telephone surveys are structured interviews, similar in style to executive interviews, conducted by qualified interviewers using a telephone. Telephone interviews offer a good balance between executive interviewing and the depth of detail available using that methodology, and cost-effectiveness in terms of speed of engagement and production of results.
Advantages
Telephone interviewing offer researchers the opportunity to generate a high volume of information from a number of respondents in a reasonably short time frame.
With some types of audiences, the personal contact aspect of telephone surveys encourages higher rates of response than do other methods. Telephone surveys provide opportunities to engage with the respondents in an open-ended fashion and probe for complete answers, explain questions or clarify the respondents answer. Likewise, information can be retrieved from respondents when researchers do not know what the likely response will be.
Further, telephone interviews, due to their relative anonymity (i.e. not face to face) can often elicit more frank opinions than face to face qualitative research.
Disadvantages
Advance notice educating potential respondents about upcoming surveys are needed to raise awareness and break through potential gatekeepers, especially if targeting a senior audience. Further, respondent’s communication preferences need to be taken into account, as some will perceive these surveys as intrusive. Additionally, telephone surveys cannot use supporting visual collateral, and depending on the respondent, a suitable relationship / rapport may not be able to be established over the telephone.
Telephone interviewing – the Hot Lemon difference
As with Focus groups and Executive interviewing, Hot Lemon will manage the entire process for our clients, from arranging the telephone interviews to providing detailed transcripts of the issues raised and discussed.
If would like to find out more, please get in touch with us.
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