In some ways, multi-mode data collection is like a good shopping experience. Why? Because multi-mode offers you more choices to get what you need. Think about it. Assume that a store has very limited hours in which to shop. When you finally work those hours into your schedule to buy shoes, imagine if the shoes were only available in one color (the wrong color), one size (not yours), and one style (not the one you wanted). You’d definitely need to make the purchase somewhere else because the selection was too limited and the store hours were inconvenient. You weren’t given the choices you prefer.
Here’s where multi-mode research fits in. People have opinions to share and they want a choice in how they communicate them. While some people prefer to respond online, others are only available by phone. And the people you reach by phone also have certain preferences. Some may enjoy interacting with live interviewers and others would feel more comfortable responding to an IVR interview.
So, when you want to expand your reach, think multi-mode.
Meet budget and project deadlines
With survey call center automation you can fill quotas faster. You may start online or use IVR to reduce costs and then move to phone to meet quota as the deadline draws near. Even with the greater costs of cell phone dialing, phone research can fit budgets by taking a multi-mode approach.
So, stop limiting research design by outdated notions of technical capabilities and costs. Set budgets, quotas, and timelines and then choose the right data collection strategy to meet your goals. Think strategically about data collection. Data collection strategies that embrace a multi-mode approach can enable researchers to field research any way they want.
Mary McDougall, CEO of CFMC, discusses “Seven Reasons to Use Multi-Mode Data Collection,” in an article on the Qualtrics blog. Qualtrics researchers can now partner with survey call centers to conduct phone and online surveys concurrently and store all the data in one place for analysis and reporting as part of the Survox™ and Qualtrics integration. Learn more about multi-mode from CFMC.