Telephone Surveys
The telephone survey was to collect primary information by directly asking people questions regarding their knowledge, attitude to the product preferences and purchasing behavior. The telephone survey can be structured and nestrukturizirovanny character; in the first case, all respondents answer the same questions, in the second – the interviewer asks questions based on the responses received. When conducting telephone Survey respondents may be or are single, or multiple examinations. In the first case, the selected group subjected to a single study in many respects to a fixed point in time – for example, Editorial newspapers and magazines spend disposable sample surveys of its readers on such parameters as age, sex, educational level, occupation, etc. Since, as a rule, during this research used a sample of large size, these studies are usually called sample telephone survey. In the second case, the same group of respondents called the panel repeatedly studied for a certain period of time. Different types of panels used in many of the marketing research. In this case, is often said that the panel applied the method of telephone interview.
The basic notion of the panel survey method is the concept of the panel. The panel – sample frame surveyed units subjected to repeated investigations, and the object of study remains constant. Members of the panel can be individual consumers, families, organizations of trade and industry experts, who, with certain reservations, remain constant. All kinds of panels are divided by: the lifetime, the nature of the studied units (subjects) studied the nature of the problems (study subjects), methods of gathering information. By the nature of the studied units panel are divided into: consumer, whose members are the individual consumers, families or households, traders, members of which are commercial organizations and individuals engaged in trade, industry, manufacturing products under investigation, the experts – experts to study the issue. By the nature of the investigated problem the panel are divided into general and specialized.
Specialized panels can be created for the study of individual products or product groups. Telephone survey methods has the following advantages. The high level of standardization due to the fact that all respondents are asked the same questions with the same answer choices on them, ease of implementation, ability to conduct in-depth analysis provided by the fact that respondents consistently ask clarifying questions. Ability to tabulate and statistical analysis, consisting in the use of methods of mathematical Statistical analysis of the applicability of the results to specific market segments. This is due to the ability to subdivide the total sample into separate sub-samples according to demographic and other criteria