Mainstay of Commercial Survey Research

What has been considered the mainstay of commercial survey research for years?

Final answer: The correct option is C. Telephone interviews.

The Mainstay of Commercial Survey Research: Telephone Interviews

Telephone interviews have been the mainstay of commercial survey research for years due to their efficiency and ability to reach a diverse population. Historically, surveys were conducted in various ways, including face-to-face; however, telephone interviews emerged as a leading technique. Companies utilized random-digit-dialing (RDD) and computer-assisted telephone interviewing (CATI) systems to reach a wide and random population, including those with unlisted or cellular numbers. Telephonic surveys were favored for their ability to efficiently cover a broad geographic area, include a diverse demographic, and ensure representative sampling and data collection. Direct contact with respondents allowed for better response rates, clearer understanding of questions, follow-up inquiries, and clarifications. While telephone interviews have traditionally been the mainstay, technological advancements have introduced alternative methods like internet surveys and email surveys. It is essential to consider the advantages and disadvantages of different survey methods to align with specific research objectives and target populations.
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