Phone Survey Methods

Phone Survey MethodsCATI

Prepared by:

Innovative Hub for Research in Africawww.hub4research.com

Adama Kaboré

[email protected]

Outline

1. Data collection methods

2. Steps in Conducting Mobile Phone

Survey (MPS)

3. Implementing (MPS) – Building a

Call center

4. Implementing (MPS) – SurveyCTO

5. Conducting a MPS –Team

Structure

6. Conducting a MPS –Tips for MPS

Survey format

Two main forms of survey format:

1. Paper based

2. Electronic/numeric based

Paper based survey

This survey uses the traditional paper and pencil

approach. Many would believe that paper surveys

are a thing of the past. However, they are quite

handy when it comes to field research and data

collection. This survey format can go where

computers, laptops or other handheld devices

cannot go.

It is also the most expensive method of data

collection. It includes deploying a large number

of human resources, along with time and money.

Electronic based survey

Electronic based survey is survey format that uses an

electronic medium for its deployment or execution.

Electronic based survey is conducted via electronically or

digitally supported devices such as android tablets,

computers, smartphones, etc.

It has several advantages:

1. Quick to deploy;

2. Easy to use and suitable for conducting large sample size

survey

3. Reduces interference from human input;

4. Saves costly;

5. Accelerate access to obtained data;

6. Encourages inclusion of new multimedia features (photos,

videos, audio);

7. Improvement of data quality:

.

Electronic based survey

With the increasing demand for real-time

information and updated data for decision

making, the electronic medium becomes the most

suitable tool.

The electronic survey can be conducted either by

face-to-face interview or by internet or

telephone.

Electronic based survey - In

person

The electronic face-to-face survey is similar to the

paper survey.

The difference between the paper survey and the

electronic based survey is the means of

deployment (electronic medium: smartphone or

tablet).

Electronic based survey –On

Phone

Telephone surveys are fast becoming one of the most

popular methods of conducting a survey.

It also improves sampling accuracy.

Surveys are conducted by interviewers through

computer-assisted telephone interviewing (CATI)

software.

The difference between In-person and On-phone

electronic based survey is the fact that the CATI

software displays the questionnaire to the interviewer

with a rotation of questions and uses a skip feature that

can be engaged depending on responses.

Electronic based survey –On

Phone

In specific circumstances and for specific data needs,

mobile phone surveys offer substantial benefits listed

below amongst others.

1. Gathering Data in Volatile and High-Risk

Environments: conflicts, pandemic (Covid-19, Ebola,

..)

2. Collecting Data in Remote Areas and Enumerator

Safety;

3. Quick Response to New Data Needs;

4. Data Quality;

5. Cost-Effectiveness.

Steps in Conducting

Mobile Phone Survey (MPS)

Step 1 – Gathering the phone numbers:

The baseline survey needs to collect

phone number or distribute cell phones to

the targeted respondents.

Collect the phone number from the target

people.

Random digit dialing (RDD). RDD can reach

both listed and unlisted numbers (for some

studies)

Step In Conducting

MPS

Step 2: Implement Mobile Phone Interviews

Once the phone numbers been collected

and all respondents can be accessed via

phones,

The next step will be to undertake mobile

phone interviews through a call center to

collect the required information .

Implementing (MPS) –Building

a Call center

There is a wide range of technology deployed for

the creation of a call center

The infrastructure for a call center dedicated to a

MPS can be simple or sophisticated

A Simple Call Center for MPS

A simple call consist of office space equipped with

mobile or fixed phones and devices with a simple data

entry mask

The data entry mask can in the simplified form of

Microsoft access, IBM SPSS or Excel.

The devices for data entry might range from a personal

computer and a laptop to a tablet or mobile phone

In the simple call center, interviewers manually dial a

respondent’s phone number, record responses during

the interview using the data entry interface, save the

data, and move on to the next phone call.

A Simple Call Center for MPS

Benefits of a simple call center

The simple call center for MPS is easy and cheaper to

deploy.

It does not necessite experienced CATI manager.

Disadvantages of a simple call center

It requires several taking multiple quality control .

It does not allow carrying out real time monitoring.

A Complex Call Center for MPS

A complex call center is the most sophisticated end of

the scale call center.

The flow of work is largely automated

It uses Computer-assisted telephone interviewing

(CATI) software to integrate the interview process and

data entry

It merges the data entry and phone conversation

process into one by pairing the device used such as a

desktop computer, and the headset worn by

interviewers

A Complex Call Center for MPS

Benefits of a complex call center

The complex call center leaves minimizes data entry

errors and interference

It provides the call center supervisors with a wide

range of quality control measures

It merges the phone calling process and the data

obtained into a cloud or one computer

It allows carrying out real time monitoring and

supervision

Disadvantages of a complex call center

It cannot be deployed instantly and require more

funding

It requires more experienced staff


a Call center

Factors to be considered in building a call center

The correct choice of a software solution is crucial in

any MPS project

The selection of the CATI software depends of the many

characteristics (budget, time, frequency of the call,

nature of survey, etc.)

An immense variety of open-source and proprietary

call center and data entry software packages are now

available

MPS projects without the resources to build a full-

fledged professional call center infrastructure can

benefit greatly from such software in managing work

flows and quality control


a Call center

Although there is a wide variety of CATI software

and sophisticated call center, there are some CATI

software that can be effectively adopted in less

developed countries. These CATI software

provides more valuable than other.

Among these software we highly recommend

SurveyCTO (more friendly use)

Implementing (MPS) –

SurveyCTO

SurveyCTO is the most used software for wide

data collection by international institutions,

universities and renowned recherch center across

165 countries.

SurveyCTO offers a wide range of tools for high

quality data collection

SurveyCTO allows new features of data collection

using CATI

Implementing (MPS) –

SurveyCTO

SurveyCTO can be developed tool for Mobile phone

survey such that phone calls can be made without

directly from data-collection devices with SIM card

SurveyCTO provides a wide range of monitoring

options for quality control.

SurveyCTO records and saves a sequence of call if

needed

For confidentiality reasons, SurveyCTO interacts with

other platforms (Call Centers) for complete phone calls

Most of the call center are: Exotel, Twilio.

Conducting a MPS –General

Design

In conducting a MPS

Verbal consent are always obtained and this may have

IRB implications

Incentives usually given at end of survey in airtime:

$1.50 - $3

The is a limitation on the timing of the survey as most

MPS are usually not more than 30-40 minutes (longest

survey, not average survey)

Several attempts are usually required to connect with

the respondents (9 attempts, max 3 per day, 3 hours

apart, one day in between)

Conducting a MPS – Team

Structure

The team structure depends on sample size and

complexity of the survey

1 Research Manager [RM] which may not be of full time

services

1 Research Associate [RA] in the field (optional

depending on size)

1 Field Manager [FM]

1 Senior Field Officer [SFO] for every 4 to 5 Field

Officers [FOs]

Conducting a MPS – Tips for

MPS

Conducting MPS will require

Creating tracking sheets with phone numbers

and attempts

• Making & scheduling appointments in situations

where the respondent is busy ( the MPS can be

conducted in evenings or weekends). This is

recorded in the tracking sheet and in survey CTO

• Every sample must have an outcome of the MPS

• Updates are required for samples that could not

be reached after the 9 attempts.


MPS

It is essential to follow the strict protocol laid

down if the person who answers the phone is not

the target respondent on the tracking sheet

Confirmatory questions are asked to ascertain the

person who answer the call and efforts are made

to collect the correct number of the target

person/sample

If they don’t know the target/sample, efforts are

made to reach someone else in the original

directory hence more than the required phone

numbers are obtained during the baseline


MPS

A committee is set up to investigate the cases of

refusals: the likelihood of refusals is usually

higher with MPS

The SFO is required to always follow up on every

refusal following the investigation

Productivity levels are clearly defined at the

beginning of the MPS, actively track each FO


MPS

MPS encourages High Frequency Checks include:

• monitoring section wise time stamps across

enumerators

• consistency checks - link roster to other parts

of survey

• timings of when the calls are being made from

phone logs

• Flow of conversation


MPS

MPS creates a strict protocol on how to work with

several languages

All FOs know who spoken languages can be

activated and SFOs ready to reassign FOs

quickly

Protocols are observed for sensitive

questions/participant wariness

FO hands the phone to their SFO to explain

confidentiality policy and research ethics to

the respondents, the respondent is also

reassure of the importance of responding to

the sensitive questions/project


MPS

Many phone numbers are collected at baseline,

including phone numbers of targets family

members to boost reaching the targets on phone.

Text message (SMS) is not appropriate to inform

and schedule appointments with

target/respondents

Conclusion

Conducting yielding MPS

requires adequate planning and

funding depend the type of MPS

is planned to be used.

THANK YOU FOR LISTENING

Phone Survey Methods

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