Here we have two specialties. In both
instances, we work with clients to develop and test questionnaires, select sample, set
methodological parameters, etc.
One specialty is consumer interviewing,
utilizing carefully selected sample. Some of these projects use paper
questionnaires. However, many do not. Depending upon length of interview,
incidence, number of completes required, budget, and timetable, sometimes it makes sense
for clients to consider computer assisted telephone interviewing (CATI). We have
extensive capabilities in this area.
CATI is particularly recommended for use
with tracking studies, or for studies involving elaborately branching questions. In
some instances, we recommend a combination of CATI and paper interviews, the paper portion
for verbatim recording of responses to open-ended questions. We have found that
telephone interviewers are generally capable of capturing more complete responses when
writing them on paper rather than concentrating on keyboards and computer screens.
Another telephone specialty is qualitative
executive interviewing. We have extensive experience successfully conducting
research with difficult to locate, very busy, sometimes distracted executives, such as
CEO's, Purchasing Directors, etc. There is an art to getting through the protective
receptionist or executive secretary, and we know how to do it.
Executive interviewers
working on TAI projects are not your
typical $7 per hour telemarketers. Instead, they are well paid, articulate and
smart people fully capable of engaging top executives in intelligent conversation.
Project managers thoroughly train and brief them for all assignments. Executive
interviewers learn key words and
phrases associated with all projects, which will enable them to engage executives in
conversation and understand their responses.
Supervisors teach executive interviewers how to
probe and dig. They know how to capture important comments verbatim. After
completion of interviewing, specialized clerical staff codes and tabulates responses.
This step has the effect of quantifying
qualitative responses for ease in trend analysis.
Telephone Interviewing