Types of Research Methodology in Call Centers
Research instruments used by call centers are limited by the mode of contact with research participants. Call center staff do not question participants face-to-face. Data can only be obtained by administering informal questionnaires in the form of scripted surveys. Methods used to administer these surveys, however, have changed dramatically over time with the advent of new technology. Survey research is often used to ascertain personal opinions from a sample of the general public or a consumer base for marketing and political purposes.
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Computer-assisted Interviews
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Some call center staff simply collect and analyze data submitted from computer-assisted interviews. In these instances, members of a sample population are sent questionnaires via electronic mail that they may open and answer at their convenience. Some of these interviews are also completed on the telephone by computer-assisted telephone prompts to answer questions consecutively. Once the questionnaire is completed, participants either send the completed survey back to the call center via electronic mail, or it may be automatically uploaded to the call center. Data can then be individually analyzed by statisticians or entered into a statistical program for quantitative results.
Virtual Call Center Framework
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Virtual call centers use voice over Internet protocol (VoIP) technology so that survey researchers may work from anywhere they have access to the Internet. This negates the need for a single, physical call center, saving research companies on real estate costs. VoIP technology makes outgoing calls automatically, and workers only have to be prepared to give scripted surveys when responders answer their phones. Some virtual call centers also equip workers with scripts on their computer screens to follow along easily.
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PDA Capture
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Personal digital assistants (PDAs) are hand-held devices that can be used to input, manage and share collected data. These are being used for survey research data collection. The portability of these devices offers more convenience than laptops and digital notebooks. Many PDAs are small enough to be stored in pockets and are generally designed for one-handed operation. PDAs with back-lit liquid crystal display screens provide for better print visibility. Capturing data on a PDA allows for the transfer of files to both Mac and personal computers via a serial bus port.
Survey Data Storage
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Call center survey data are often stored, until research completion, before statistical analysis is done. Document management software is often used by call centers in the standard research method as well. Data stored in document repositories can be reviewed for omissions, commonalities and repetitive answers. Vague and incomplete surveys can be discarded before inclusion in the final analysis.
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References
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