A CERC study comparing text-to-web and live phone interviews finds significantly different customer satisfaction results, highlighting the effect survey mode and respondent self-selection can have on topline findings.
Key Finding
Customers responding through a text-to-web survey reported substantially higher satisfaction than those reached by live phone interview, suggesting survey mode can materially affect satisfaction results.
Research Details
650 interviews (277 text-to-web; 373 phone)
Three-month field period
Methodology
Customer satisfaction study comparing two survey modes: a texted invitation to complete a web survey and a live telephone interview.
Customer satisfaction study comparing two survey modes: a texted invitation to complete a web survey and a live telephone interview.
