Briefly from studies: telephone-interviews - viilup-uuringud.ee

Phone is interviewed by private individuals as well as representatives of companies. The method most typically used in interviewing companies, due to the low percentage of responses to online interviews among them.

Phone-interview selection should be thought through in addition to receiving the desired sample, also that visual materials cannot be shown when interviewing on the phone, and it is necessary to add the correct pronunciation for callers to the words with different pronunciation from the spelling. The latter is customary in pronouncing brand names, and sometimes in the case of product names. In the case of open answers, too, one should take into account that the respondent usually speaks at such a speed of speech that it is not possible to prescribe a long open answer in full. Rather then "other" as an open answer give a chance to respond.

The form interview with the company should not be very long - if you want more in-depth information, be sure to prefer in-depth interviews. As a survey of your customer feedback, most of the time you get a very good percentage of reply, but you have to know if contracts/general terms and conditions etc. that is what they allow.

With private individuals, telephone interviews are conducted primarily among those who are not found very well on the internet, i.e. above all older people. At the same time, telephone-interviews as a method are certainly more affordable than to conduct eye-to-eye interviews in homes. In the case of opinion studies, there are often samples where a part is obtained online and the other part of the respondents by telephone - they are then mostly representative of the Estonian population or representative of one region/city. In brand research, the telephone survey is less used as pictorial material cannot be shown. It's also good to know that it can be more difficult to get answers from young people who are more likely to be better found online when interviewed on the phone.

When considering a telephone-interview, think through whether I can get answers to my questions (e.g. a TV ad clip does not show on the phone) whether it is optimal for the target group of my study to receive it. And you can always seek advice from a research firm in this regard.