Contemporary Practices of Telephone Surveys in the World
Dr. Sci. (Soc.), Head of Board of Social Research Institute, Head of the Department sociology and psychology, Samara State University of Economics, Samara, Russia firstname.lastname@example.org
Cand. Sci. (Polit.), Prof., Sociology and Psychology Department, Samara State University of Economics. Social Research Found, Samara, Russia email@example.com
Graduate Student, Sociology and Psychology Department, Samara State University of Economics. Social Research Found, Samara, Russia firstname.lastname@example.org
The article reviews main approaches and actual trends in telephone surveys in sociological and marketing research. Telephone surveys remain one of the fastest and cheapest ways of primary data collection in sociological and marketing research. They are most consistent with the requirements for representative research. Falsifications of data and measurement errors associated with “interviewer effects” decrease in telephone CATI-surveys. The article describes the approaches and strategies relating to various aspects of the survey – socio-demographic characteristics of landline and mobile phone owners, the dual frame sampling and the problem of plurality, the practice of selecting respondents and conducting interviews, the assessment of failures and cooperation of respondents as well as weighting procedures. In conclusion, various approaches to conducting telephone surveys in Russia are presented.
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