Direct access panel

Date of publication: September 1, 1980


This paper highlights the lack of attention that has been given to the interviewing process for the past two decades; and describes the kind of problems that arise continually under current interviewing procedures. The results of a survey of interviewers are given; and the negative implications of these findings for most market research surveys are discussed. The extent to which direct access telephone panels can remedy these short comings is then explained. The implications of future technologies for data capture are examined.

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