Survey Research by Telephone - James H. Frey - Hardcover

Faced with the rising costs and declining response rates of the face-to-face survey, more researchers are using the telephone to contact and interview people. This book describes the technical and methodological development of telephone surveys. Beginning with a brief history of the telephone and its impact on society, Frey then shows how it can be used to generate reliable research data. Telephone surveys are compared to mail and face-to-face approaches. The author describes the procedures necessary for drawing a sample, choosing or designing a telephone questionnaire, and implementing an administrative plan for a telephone survey. The advantages of telephone surveys -- speed and lower cost -- are noted, as are the pitfalls. Frey emphasizes that telephone surveys require just as much attention to organizational details and research design as any other form of survey research. The standardized procedures he suggests will allow researchers to develop their own style while avoiding errors of concept and implementation. The full range of social scientists and people in marketing and opinion research will find much to stimulate and help them in this practical guide.Frey, James H. is the author of 'Survey Research by Telephone - James H. Frey - Hardcover' with ISBN 9780803919969 and ISBN 0803919964.