The very different methods used to conduct telephone surveys of the public

Humphrey Taylor

This review of the methods used by 83 leading marketing research firms in 17 countries shows enormous differences in the ways they design and conduct telephone surveys of the public to obtain information about the population.
  

The Very Different Methods Used to Conduct Telephone Surveys of the Public

Humphrey Taylor Lois Harris and Associates Inc.

INTRODUCTION

In 1994, a survey of 35 leading opinion research firms in 13 countries showed very wide variations in the methods they used to conduct public opinion surveys in their countries, whether in person or by telephone. At that time, majorities of the research firms polled used telephone surveys for most of their public opinion surveys in only four of the thirteen countries, but in almost all countries, some of the firms were conducting some public opinion surveys...

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