The Advantages and Disadvantages Of Telephone Market Research

If you are a new business or you are an established company about to launch a new product, you will need to carry out research into the market. Market research is an important part of a business’s marketing strategy for many reasons. Of most importance, this method allows businesses to reach new customers and respond to the needs of their target market.

There are many different methods for gathering information from your market. For example, a business can conduct research via an online survey or by meeting face to face with potential customers.

Conducting market research over the phone is also a traditional and popular method for gathering vital market insight. However, the public’s response to telephone surveys has become more and more negative due to the increase of nuisance calls.

Any business looking into market research by phone should consider the following advantages and disadvantages of this method.


  • Using the telephone to conduct market research can produce a high level of response as it is one of the quickest and easiest methods for the business and the respondent.
  • A telephone interview is one of the cheaper methods. Your business will not need to worry itself with postal costs or the potential transport and catering costs associated with organising a focus group.
  • It is easy to target a particular sector of the public by telephone. However, this may not be the case if you were to conduct face to face street surveys, for example.
  • Telephone surveys are one of the more personal market research methods. People are more likely to respond in a positive manner when speaking to a person rather than filling out a form. Speaking to an administrator will also give the respondent a chance to ask questions and query anything they are unsure of.
  • The quality of information gathered by telephone will be good as the administrator will be trained and will be able to lead the respondent through the survey.


  • When conducting a telephone survey, businesses are limited for time. If there many questions then the potential customer may get fed up and end the conversation. Whereas, if this was done by email, users can answer the questions in their own time.
  • Market research calls are often mistaken as sales calls. By using websites like, people can now find out easily who called them. Potential customers may be less likely to answer a number that they don’t recognise. If they subsequently look up the number and find that it is a business, this may put them off further, reducing the likelihood that you will ever be able to contact such people.
  • Questions must be worded in a short and simple way if asking them over the telephone. If not, respondents may not understand the question and consequently may not be able to answer adequately.
  • The timing of calls is crucial. If businesses call at an inappropriate time then you are more likely to disturb a respondent’s routine, and so they will be less willing to participate in the survey.

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