Forum: The practicalities of SMS research

Petra van der Heijden

This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.
Forum

The practicalities of SMS research

Petra van der Heijden

Network Research

Introduction

Network Research conducts a large-scale computer-assisted telephone interviewing (CATI) customer satisfaction survey on behalf of a service provider. It became necessary to boost the number of responses to the key Overall Service Quality question in a cost-effective way, in order to achieve a minimum number of data points per customer service agent. Since the start of 2015 we have accomplished this by running a parallel SMS survey, where questions are sent to participants on their mobile phones using short message service (SMS, or text) messages, and participants...

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