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Using market research to measure the effectiveness of outbound telemarketing (OTM)

Date of publication: November 7, 2004

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Companies: , Telstra

Authors: Steve Cierpicki, Megan McCarthy

Abstract:

This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize the efficacy of this important competitive channel.

Steve Cierpicki

Author

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Megan McCarthy

Author

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Cierpicki and McCarthy (2004a, November 07). Using market research to measure the effectiveness of outbound telemarketing (OTM). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness