How to Conduct Phone Surveys

Phone surveys provide useful information.

Telephone surveys are a research method that provide companies and organizations with valuable information related to consumer needs and interests. Companies and organizations like to use this method of research despite its expense because it is extremely time efficient. However, you need to conduct telephone surveys in the proper way or you'll risk skewing the research results or having your respondent terminate the survey. Proper telephone survey technique involves politeness, consistency, adequate preparation and organization. These principles should guide each of the steps you follow in conducting the survey and improve the accuracy and volume of your survey results.

Things You'll Need

• Computer with phone survey software (optional)
• Paper and pencils
• Telephone

Instructions

1. Write out your survey. Double check that the questions are in a logical order, are relevant to your purpose and are succinct.

2. Make a list of people to contact. It is acceptable to pick names at random from your local phone book. If you need names with a larger regional scope, buy a name and numbers list from companies such as Marc Publishing and Information Services or The Sales List.

3. Create a simple spreadsheet that includes columns for your contacts' names and phone numbers, the date you called, comments (e.g., "talked to secretary and scheduled callback"), and the status of the survey (e.g., complete/incomplete).

4. Assess the purpose of your survey and decide which person in the household might be able to answer your survey questions the best. For example, if you're conducting a survey related to makeup and beauty and a man answers, it may be more feasible to ask if there are any females in the home who use makeup and beauty products.

5. Call your first number on your list. Introduce yourself and give your affiliation. Explain that you are doing a survey and why. Tell the respondent how long you estimate the survey will take and ask her permission to continue. Politely ask if you can call at a later date if the only reason why she doesn't want to continue is a time constraint. Write down when you are to call back and to whom you are speaking in the comments section of your spreadsheet.

6. Conduct the survey, asking one question at a time and reading the survey questions exactly as they appear on the survey. Don't interject or converse with the respondent. Be as neutral as possible and avoid swaying responses.

7. Let the respondent know the survey is complete. If applicable, double-check the spelling of her name. Give her information about where she can get the overall survey results later or how she can get additional information. Thank her for her time and hang up.

8. Continue with your list until you've called all your contacts.

References

• Survey Gold: Conduct Phone Survey
• Indiana: Phone Surveys
• Talking Quality: How to Conduct a Survey