In a short essay, list and discuss at least three advantages and three disadvantages of using telephone interviewing to collect marketing research data

What will be an ideal response?

a. Telephone interviewing, whether conducted with pen and paper or in a computer-assisted format, remains one of the most popular survey methods. This popularity can be traced to several advantages. Interviews can be completed quickly since the travel time associated with personal interviews is completely eliminated. Sample control is high when proper sampling and callback procedures are followed. The control of the field force is good because the interviewers can be supervised from a central location. The response rate of telephone interviewing is good and telephone surveys are not very expensive.
b. The disadvantages of telephone interviewing include being restricted to the spoken word. Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations. Moreover, they cannot ask complex questions. Personal rapport and commitment are difficult to establish due to lack of face-to-face interaction between the interviewer and the respondent. This results in less tolerance for lengthy interviews over the phone and limits the quantity of data that can be collected.