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...