Notes how more and more companies are using information from their 800 number callers as a substitute for conventional survey research, analysing the monthly volume of complaints in a quantitative way. Assesses the merits of such practices based on the evidence available to date, considering representativeness and data recording problems for example. Offers managerial recommendations as well as suggestions for improving procedures. Concludes that the quantitative interpretation of data derived from 800 numbers is generally problematic and sometimes wholly inappropriate.
Gardner Chadwick, K. (1991), "Some Caveats Regarding the Interpretation of Data from 800 Number Callers", Journal of Services Marketing, Vol. 5 No. 3, pp. 55-61. https://doi.org/10.1108/08876049110035620
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