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Response rates in telephone surveys: managing contactability

Bednall, David, Plocinski, Katrine M. and Adam, Stewart 2004, Response rates in telephone surveys: managing contactability, in ANZMAC 2004 : marketing accountabilities and responsibilities, Wellington, 29 November-1 December 2004 : proceedings, ANZMAC, Wellington, N.Z..

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Title Response rates in telephone surveys: managing contactability
Author(s) Bednall, David
Plocinski, Katrine M.
Adam, Stewart
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, Wellington, 29 November-1 December 2004 : proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Publisher ANZMAC
Place of publication Wellington, N.Z.
Keyword(s) telephone survey
contactability
response rates
Summary Telephone interviewing is the major data collection method for the market research industry. Although social trends such as mobile phones and call screening make it harder to contact people, better technology and contact regimes can assist companies to ameliorate the situation. A study of fieldwork managers responsible for over 75% of all phone interviews in Australia revealed limited use of contact enhancing strategies such as longer survey periods and more callbacks. Commercial imperatives for timely surveys and a lack of end-user concern for response rate issues, along with costs concerns, were believed to be responsible.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005326

Document type: Conference Paper
Collections: School of Management and Marketing
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