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Web/Phone Dual Methodology

In addition to conducting surveys solely via Web or telephone, we often recommend combining online and phone fielding methods. This dual approach allows for increased response rates and broad respondent reach. By maximizing the cooperation rate (e.g. minimizing refusal rates), researchers can minimize the bias in their studies while improving the reliability of the data collected.

Using this method, the survey is programmed for both computer assisted telephone interviewing (CATI) and Web completion. This dual programming accommodates both methodologies and by providing for both techniques simultaneously, programming charges are not increased. Any skip patterns, rotations, and randomizations are programmed once but serve a phone or Web purpose. English surveys can be translated into multiple languages, including Japanese, Chinese, and Korean character translation. Additionally, Web-based and telephone data can also be compared to see if there are any substantial differences between the groups.

Using the mixed-method approach, participants are screened and initially invited to take the survey via telephone. If convenient for the qualified respondent, the interview is completed at this time. If a respondent refuses to participate, they are given the option to take the survey over the Web at a more convenient time. In this case, collecting their email address and emailing them a password-protected link to the survey are the next steps.

Our experience shows that many respondents will take a survey in order to receive the incentive if they are able to take it at the most opportune time and place. By offering respondents increased flexibility, a study's response rates will inevitably rise.

Answers Research regularly publishes articles in leading marketing research publications to discuss the evolution of fielding methodologies. Using phone methods in a digital age: Web/phone hybrid deployment was published in Quirks Marketing Research Review.