TELEPHONE INTERVIEWING

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TELEPHONE INTERVIEWING
IN THE 2000'S
DR. WALL
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CONCEPTS

• Sampling--takes part of a target population and
  uses it to gain knowledge about the population as
  a whole
• Sample Sizedepends upon the margin of error
  expected, variability in the population, and the
  sampling methodology
• Statisticsare computed after obtaining sample
  data and used to estimate population parameters
• Errorresults from the sampling process and
  depends upon variability in the population and
  adequacy of the sampling process. Clients want
  small margins of error.

3
TELEPHONE IS STILL THE PRIMEMETHOD OF SURVEY
RESEARCH

• Clients believe that calling is better because
  ofresponse rates, geographical diversity,
  controland other factors.But you must consider
  the following for 2002

U.S. Households 108.1 million
100.0 Telephone Households 106.6 million
97.6 Listed Households 71.7
million 67.9
4
WHO DOESN'THAVE WIRED TELEPHONES

• POOR
• AGED
• RURAL
• SOUTHERN
• YOUNGER

5
TELEPHONE SURVEYISSUES OF THE EARLY 2000s

• INCREASING NUMBERS OF UNLISTED
• NUMBERS
• INCREASING NUMBER OF ELECTRONIC DEVICES
• DECREASING COOPERATION
• DECREASING ABILITY TO CONTACT WILLING ADULTS
• DECREASING ABILITY TO DO PRECISE TARGETING
• GREATER DISPERSION OF GEOGRAPHY

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ELECTRONIC PEEPHOLEPROLIFERATION

• CALLER I.D.
• CALL BLOCKER
• ANONYMOUS CALL REJECTION
• PHONE GUARD
• CALL BLOCKING BLOCKER

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DECLINING COOPERATION

• 1980 41
• 1986 44
• 1990 54
• 2000 58

Failures after callbacks
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GROWING TELEPHONEINTERVIEWING PROBLEMS

• LEGISLATIVE CONCERN ABOUT PRIVACY
• "DON'T CALL ME" LAWS
• PHONE TIE-UPS WITH LEGAL ISSUES
• LACK OF INDUSTRY SELF-REGULATION

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DONT CALL MELEGISLATION

• GENERALLY EXEMPTS SURVEY RESEARCH
• IF DNC HH REMOVED WILL SIGNIFICANTLY AFFECT
• SAMPLE INTEGRITY AND CAUSE COVERAGE BIAS
• DNC IDENTIFICATION CAN BE ONLY USED FOR
• SUPPRESSION NOT FLAGGING FOR OTHER PURPOSES
• ILLEGAL TO SELL LIST FOR PURPOSE OTHER THAN
  COMPLIANCE
• 14 of LISTED HH CURRENTLY APPEAR ON THESE LISTS
  (60 MILLION HH (50) ARE ULTIMATELY EXPECTED TO
  APPEAR)
• DNC HH MAY BE WILLING TO PARTICIPATE IN SURVEY
  RESEARCH

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WHO TENDS TO BE ONDONT CALL ME LISTS

• HOUSEHOLDS WITH OLDER PERSONS
• NON-MINORITY HOUSEHOLDS
• HIGHER INCOME HOUSEHOLDS
• BETTER-EDUCATED HOUSEHOLDS
• HOUSEHOLDS WITH PERSONS ONLY SLIGHTLY LESS LIKELY
  TO COOPERATE

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WHY PEOPLE REFUSE
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WHO REFUSES

• HIGHER INCOME
• MALE
• NORTHEAST, WEST REGIONS
• SINGLE ADULT HOUSEHOLDS

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UNLISTED NUMBERSARE INCREASING
YEAR
UNLISTED
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BUT THIS VARIES BY STATE
STATE
UNLISTED
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UNLISTED AND WIRELESSHOUSEHOLDS TEND TO BE

• YOUNGER
• MORE MOBILE
• NOT MARRIED
• LOWER INCOME

NLU
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CHARACTERISTICS OFWIRELESS NUMBERS

• NOT HOUSEHOLDS
• NON-GEOGRAPHIC
• MULTIPLE IN HOUSEHOLDS
• DANGEROUS FROM A LEGAL
• PERSPECTIVE
• INCUR ROAMING CHARGES
• LESS RELIABLE

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DIRECTORY USE ISAT BEST PROBLEMATIC

• AVERAGE OVER TWO PER COMMUNITY
• 4,500 DIRECTORIES IN THE U.S.
• 38 FOR THE ATLANTA MSA
• 146 FOR NEW YORK CITY
• NONE FOR WIRELESS TELEPHONE

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THE THREE TYPES OFUNAVAILABLE NUMBERS

• 1. UNLISTED NOT AVAILABLE
• 2. UNLISTED BUT AVAILABLEFROM DIRECTORY
  ASSISTANCE
• 3. NOT PUBLISHED DUE TOCHANGE, MOBILITY, ETC.

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TECHNOLOGICALGROWTHISSUES
INTEL
Pentium V

• LIFETIME PHONES/NUMBERS
• MULTI-PURPOSE OFFICE DEVICES
• NON-GEOGRAPHIC/MIXED EXCHANGES
• MULTI-PURPOSE CELLULAR PHONES
• SOLELY WIRELESS HOUSEHOLDS/PERSONS
• 80M owners, 180M RDD numbers, 2 solely wireless

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COSTCONTAINMENT

• REVERSE DIRECTORIES
• SPECIALTY DIRECTORIES Surname, Home Value, etc.
• ADVANCE CALLING
• MATCHING FOR ELIMINATION