Telephone surveys are a fundamental tool in market research. Through this method, telephone calls are made to a sample of people to collect data using previously established questions. Although it is a method used by many companies to obtain primary data, it presents so many advantages as disadvantages which we will analyze in depth below. Furthermore, we explore how technology can improve the effectiveness of this type of survey.
Advantages of Telephone Surveys
Telephone surveys offer a number of advantages compared to other research methods. Here we highlight the main ones:
1. Reduced Cost
One of the biggest advantages of telephone surveys is their low cost. Compared to face-to-face interviews, this method is much more economical, since it does not require physical travel or additional materials.
2. Geographic Diversity of Respondents
It’s easier to get a diverse sample of respondents when all you need to do is make a phone call. This method allows access to people of different geographic regions and even from different countries, making it a versatile and accessible tool for large-scale studies.
3. Honest and Direct Feedback
In the absence of face-to-face interaction, respondents tend to be more open and sincere in their answers. This is especially useful for addressing sensitive topics, where people might feel uncomfortable in a face-to-face interview.
4. Time Savings
Telephone surveys require much less time to execute compared to other methods. Mail surveys, for example, can take weeks or months, while in-person interviews require a lot of travel and coordination time. Additionally, to further optimize this process, services such as virtual agent by Fonvirtual allows you to automate telephone calls, offering an advanced system that manages surveys and queries efficiently, further reducing execution times and providing fast and accurate results without compromising the quality of service.
Disadvantages of Telephone Surveys
Although they have many advantages, it is also important to know the limitations of telephone surveys.
1. Low Response Rate
One of the biggest disadvantages is the low response rate compared to other methods. It is very easy for respondents to avoid answering phone calls or simply hang up.
2. Restrictions on the Questionnaire
The design of questionnaires for telephone surveys should be concise. Complex questions or questions with multiple alternatives cannot be included, and it is not possible to use visual resources such as images or graphs.
3. Difficulties for Sensitive Topics
When it comes to sensitive topics, telephone surveys may not be the best approach unless there is a prior relationship between the interviewer and the respondent. Addressing these issues directly by telephone can cause discomfort.
4. Reliability of Responses
Lack of personal contact can affect the reliability of responses. Sometimes, respondents may answer insincerely or with poorly thought-out answers, which decreases the quality of the data obtained.
The Importance of Technology in Telephone Surveys
To optimize telephone surveys and overcome some of the aforementioned limitations, it is essential to use the appropriate technological tools, such as virtual switchboards. In this sense, the service Conversational AI It becomes essential, since it allows you to automate surveys and manage interactions with users in a natural and efficient way. This technology not only saves time, but also guarantees greater accuracy in responses, significantly improving the respondent experience and the quality of the data obtained.
1. Automation with IVR (Interactive Voice Response)
With technology IVR, it is possible to automate simple surveys. The questions are presented via pre-recorded messages and the respondent can respond using their phone’s keyboard. This option is ideal for quick surveys, such as customer satisfaction, where participants can rate a service by simply pressing a number.
2. Call Recording and Statistics
A virtual switchboard allows you to record calls and collect detailed statistics about each survey. This offers a deeper insight into the quality of the responses and allows you to analyze the data more precisely, helping to improve future campaigns.
3. Optimization of Time and Resources
In addition, the use of a virtual switchboard optimizes company resources by allowing multiple surveys to be managed simultaneously, further reducing response times and improving the overall efficiency of the campaign.
Telephone surveys are an effective tool for market research, offering advantages such as low cost and speed, but also facing challenges such as low response rate and questionnaire limitations. However, thanks to technology, it is possible to maximize its effectiveness and overcome many of these obstacles. Tools like virtual switchboards and the systems IVR They are key to improving the experience of both the interviewer and the respondent.
If you decide to use this method, make sure you have the right technological infrastructure to get the most out of your telephone surveys and obtain the best possible results.
