Telephone surveys

Employees survey

Public opinions poll

Target group: employees

Allowed time of a questionnaire: not exceeding 20 min.

Geography of survey: not limited, depends on legal entities’ database

Procedure of respondents selection:

  • Sample distribution between populated localities.
  • Sample distribution in each region is carried out in accordance with regional industrial particularities and business extent. 
  • A list of enterprises to be interviewed is made using existing data base of legal bodies’ contact information.
  • Selection of respondents on each enterprise is made by a screening questionnaire. An employee in charge of matters under inquiry is interviewed on each selected enterprise.  An employee is subject to a basic interview after having passed all filter questions.  Several employees may be interviewed on each enterprise if there are several employees  in charge of matters under inquiry

Target group: residents

Allowed time of a questionnaire: not exceeding 20 min.

Geography of survey:  this method is acceptable for survey in cities, taking into consideration telecommunications level in the country.  

Procedure of respondents selection:

  • Sample distribution between populated localities.
  • Phone numbers for survey are selected from personal entities’ phone numbers database in the following way:             a step of 10 numbers is made between two effective interviews. 
  • Selection of respondents is made by a screening questionnaire. A member of a family which answers the description of a task group is interviewed at each phone number.  A basic interview is obtained from a respondent if all filter questions have been passed.  One respondent is selected from a family by the method of “the latest date of birth” if several members of the family match the description of a target group. Only one respondent at each phone numbers is interviewed.

Field personnel:

Survey can be executed from Almaty and from regions. Over 300 specially trained interviewers work in 18 cities of Kazakhstan. They are instructed prior to each project. Specifically developed guidance manuals, audio and video instructions by specialists of the head office are used for teaching the interviewers.

Multisample quality control:

Visual inspection – 100% of questionnaire package.  Audio recording of 100% of interviews is possible. Repeated contact to a respondent to check trueness of interviews - 25% at least, audio recording of a repeated contact is to be made.

  • Interviewers fill- in contact sheets, stating number of contacts with respondents, reasons for rejections, dates of successful interviews.   A customer may participate in field works together with an interviewer.
  • Field division manager makes visual inspection of all questionnaires as well as contact sheets.  
  • An independent controller provides 25% control over each interviewer’s work using checklists. All low-grade interviews are sorted out and worked over after inspection. A customer may attend an inspection at this stage of inspection carried out by the way of a follow-up phone call or get audio recording of follow-up calls to respondents.         
  • After field works have been executed and questionnaires have been primarily operated, data is entered into the computer using special software, which enables to fulfill control over correctness of filling- in and entering information with the help of preset filters and logical correspondence

Problems to be solved with the help of questionnaires:

Answering questions «How many? How often? Who?»

  • Determination of market volume and its possibilities    
  • Determination of competitive situation at the market: share of market runaway brands, release of weak and strong aspects    
  • Determination of runaway brand health: awareness, attitude, consumption, loyalty   
  • Study of purchasing practice and goods / services consumption habits.   
  • Determination of customers’ loyalty level, reasons of satisfaction / dissatisfaction by product. 
  • Determination of runaway brand image.
  • Determination of reasonable prices.
  • Study of communicative effectiveness of advertising campaigns         
  • Determination of profile and consumers’ media preferences

Volume of executed works:

It’s possible to carry out complete cycle of works from preparation of a questionnaire to making a report as well as ordering field works only (interviewing and creation of electronic data files).

Final materials:

  • Database in any convenient format: Excel, SPSS, Pulsar, Access
  • Crosstabs in Excel format.
  • Analysis report in formats Word or PowerPoint