Researching a segmented market: Reflections on telephone interviewing
MetadataShow full item record
Purpose: The purpose of the present study was to review the effectiveness of telephone interviewing for capturing data and to consider in particular the challenges faced by telephone interviewers. Design / methodology / approach: The platform for this methodological critique was a market segment analysis commissioned by Sport Wales which involved a series of 85 telephone interviews completed during 2010. Two focus groups involving the six interviewers involved in the study were convened in order to reflect on the researchers’ experiences. Findings: There are three principal sets of findings. First, although telephone interviewing is generally a cost-effective data collection method, it is important to consider both the actual costs (i.e., time spent planning and conducting interviews) as well as the opportunity costs (i.e., missed appointments, ‘chasing participants’). Second, researchers need to be sensitised to and sensitive to the demographic characteristics of telephone interviewees (insofar as these are knowable), because responses are influenced by them. Third, the anonymity of telephone interviews may be more conducive for discussing sensitive issues than face-to-face interactions. Originality / value The present study adds to this modest body of literature on the implementation of telephone interviewing as a research technique. It provides valuable methodological background detail about the intricate, personal experiences of researchers undertaking this method ‘at a distance’ and without visual cues, and makes explicit the challenges of telephone interviewing for the purposes of data capture.
Management Research Review
Lord, R., Bolton, N.,Fleming, S., Anderson, M.(2016)'Researching a segmented market: reflections on telephone interviewing', Management Research Review,39(7)
This article was published in Management Research Review in July 2016 available at http://dx.doi.org/10.1108/MRR-01-2015-0020
This article is based on research commissioned by Sport Wales.
- Sport Research Groups 
Showing items related by title, author, subject and abstract.
Using Visual Timelines in Telephone Interviews: Reflections and Lessons Learned from the Star Family Study Pell, Bethan; Williams, Denitza; Phillips, Rhiannon; Sanders, Julia; Edwards, Adrian; Choy, Earnest; Grant, Aimee (SAGE, 2020-03-30)Visual timeline methods have been used as part of face-to-face qualitative interviewing with vulnerable populations to uncover the intricacies of lived experiences, but little is known about whether visual timelines can ...
A critical evaluation of role emerging placement opportunities offered by higher education institutions in the United Kingdom, in education of occupational therapists. Cooper, Rachel (UWIC, 2007)This study critically evaluates the use of role emerging placements within occupational therapy education in Higher Education lnstitutions in the UK. There are 28 HEls offering occupational therapy education within the ...
Digital Imaging: its current and future influence upon the creative practice of textile and surface pattern designers Treadaway, Cathy (University of WalesCardiff School of Art & Design, 2006)This thesis describes research into the impact of digital imaging technology on the creative practice of artists and designers in the field of printed surface pattern for textiles. It examines how digital tools support ...