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Research papers

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

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.

Catalogue: ESOMAR Telecommunications Marketing Conference 2004
Authors: Steve Cierpicki, Megan McCarthy
Companies: Colmar Brunton, Telstra
November 7, 2004
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Citation

Cierpicki and McCarthy (2004a, November 07). Using market research to measure the effectiveness of outbound telemarketing (OTM). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/using-market-research-to-measure-the-effectiveness-of-outbound-telemarketing-otm-