Rigors of the Phone Room

By Sanjay Vrudhula Today’s market researcher has many technological tools for both quantitative and qualitative research methodologies.  The advent of wireless devices, social media platforms, high-speed Internet connectivity and international panel availability for sampling has created unique opportunities for understanding the behavior of the marketplace. Seldom will you find a researcher that somehow is not [...]

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Is Telephone Surveying Becoming Extinct?

By Lyle Durbin For many years, public opinion researchers have relied upon the telephone as a means to gather a random probability sample for general population studies. Until recently, this method had many advantages – for the most part, every household had exactly one telephone line, and these telephone numbers were assigned in such a [...]

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