1999 CMOR Respondent 1999 CMOR Respondent Cooperation & Industry Cooperation & Industry Image Study: Crisis or Image Study: Crisis or Crossroads?Crossroads?

Presented byPresented by

Jane M. SheppardJane M. Sheppard

Director Respondent Director Respondent CooperationCooperation

CMORCMOR

Is the Industry at a Crisis Is the Industry at a Crisis or Crossroads?or Crossroads?

SYMPTOMS: Declining respondent SYMPTOMS: Declining respondent cooperation, increasing refusals, cooperation, increasing refusals, increasing non-contactsincreasing non-contacts

CRISIS - A time of danger, a turning point CRISIS - A time of danger, a turning point in a diseasein a disease

CROSSROAD - A decisive point in a CROSSROAD - A decisive point in a situation, involving mutually exclusive situation, involving mutually exclusive possibilitiespossibilities

Presentation OverviewPresentation Overview

SWOT Analysis - An effective tool a SWOT Analysis - An effective tool a business or industry can use to business or industry can use to improve itself by analyzing…..improve itself by analyzing…..

STRENGTHSSTRENGTHS WEAKNESSESWEAKNESSES OPPORTUNITIESOPPORTUNITIES THREATSTHREATS

Study BackgroundStudy Background

Evolution of Walker Image Study 1980- Evolution of Walker Image Study 1980- 19921992

CMOR took over in 1995CMOR took over in 1995 Redesigned questionnaire added Redesigned questionnaire added

questions to act as industry benchmark questions to act as industry benchmark and measure cooperation levelsand measure cooperation levels

Variables tested in 1995 included: Variables tested in 1995 included: interview length, length disclosure, interview length, length disclosure, incentive, and Thank You cardsincentive, and Thank You cards

1999 Study Overview1999 Study Overview

1,001 completed interviews1,001 completed interviews Fielded September 17 - October 11Fielded September 17 - October 11 RDD National SampleRDD National Sample One questionnaire version - 20 One questionnaire version - 20

minutesminutes No variables testedNo variables tested Added questions about the InternetAdded questions about the Internet

1999 Survey Introduction1999 Survey Introduction

Included statement “This call may be Included statement “This call may be monitored for quality controlled purposes”monitored for quality controlled purposes”

Certain state and federal laws require Certain state and federal laws require consent for electronic monitoringconsent for electronic monitoring

Ensure compliance with state call Ensure compliance with state call originates, as well as, state call is made tooriginates, as well as, state call is made to

Statement appeared to have no effect on Statement appeared to have no effect on refusals after the introduction was readrefusals after the introduction was read

THANK YOU VOLUNTEERS!THANK YOU VOLUNTEERS!

Affordable SamplesAffordable Samples Coast-to-Coast Coast-to-Coast CFMCCFMC Elrick & LavidgeElrick & Lavidge FRCFRC Irwin Research Irwin Research JRA, J. Reckner & JRA, J. Reckner &

AssocAssoc Luth ResearchLuth Research McMillion ResearchMcMillion Research

MaritzMaritz Market DirectionsMarket Directions NETWORKNETWORK The NPD GroupThe NPD Group Pat Henry ResearchPat Henry Research Quick Test, IncQuick Test, Inc Roper Starch Roper Starch The WATS RoomThe WATS Room Western WatsWestern Wats

INDUSTRY INDUSTRY STRENGTHSSTRENGTHS

ATTITUDES TOWARDS SURVEYSATTITUDES TOWARDS SURVEYS

GENERAL INTERVIEW EXPERIENCEGENERAL INTERVIEW EXPERIENCE

WRITTEN COMMUNICATIONSWRITTEN COMMUNICATIONS

KEY ELEMENTS IN THE INTRODUCTIONKEY ELEMENTS IN THE INTRODUCTION

STRENGTHSTRENGTH:: Attitude Attitude Towards Surveys- Value Towards Surveys- Value & Life Impact& Life Impact

90% believe that surveys give 90% believe that surveys give people opportunity to provide people opportunity to provide feedback to manufacturersfeedback to manufacturers

80% believe that surveys serve a 80% believe that surveys serve a useful purposeuseful purpose

85% believe that surveys help 85% believe that surveys help produce better products and produce better products and servicesservices

STRENGTHSTRENGTH:: Written Written Communications - Communications - Language Understandable Language Understandable at Any Levelat Any Level

86% stated questions and instructions 86% stated questions and instructions for telephone and in-person surveys for telephone and in-person surveys were easy to understandwere easy to understand

92% felt that mail or Internet 92% felt that mail or Internet questionnaire was easy to understand questionnaire was easy to understand (97% rated Internet)(97% rated Internet)

87% said that cover letter/ 87% said that cover letter/ instructions for mail or Internet was instructions for mail or Internet was courteous/pleasantcourteous/pleasant

STRENGTHSTRENGTH:: Interview Interview Experience - Marks Remain Experience - Marks Remain Stable Since 1980Stable Since 1980

77% stated that last survey was 77% stated that last survey was pleasant experiencepleasant experience

85% say that interviewer was courteous 85% say that interviewer was courteous and pleasantand pleasant

76% say that the interviewer was 76% say that the interviewer was pleasantpleasant

Note: Note: A pleasant survey experience does A pleasant survey experience does correlate with future willingness to respond!correlate with future willingness to respond!

STRENGTHSTRENGTH:: Key Elements Key Elements of Introduction - Study of Introduction - Study Purpose Understood WellPurpose Understood Well

85% stated that the purpose of the survey 85% stated that the purpose of the survey was explained in the introductionwas explained in the introduction

95% of the respondents who participated 95% of the respondents who participated in a survey in the past year, and had the in a survey in the past year, and had the purpose explained, said they they purpose explained, said they they understood the purpose wellunderstood the purpose well

INDUSTRY INDUSTRY WE AKNESSESWE AKNESSES

Attitudes Towards Surveys/ PollsAttitudes Towards Surveys/ Polls

Interview LengthInterview Length

Introduction ElementsIntroduction Elements

IncentivesIncentives

WEAKNESSWEAKNESS: : Attitude Attitude Toward Surveys/ Polls Toward Surveys/ Polls Declined in FavorDeclined in Favor

52% stated that surveys/polls are in 52% stated that surveys/polls are in their best interest, drop from 65% their best interest, drop from 65% in 1995in 1995

48% feed that confidentiality is 48% feed that confidentiality is maintained, drop from 58% in 1995maintained, drop from 58% in 1995

55% feed that survey/ polls 55% feed that survey/ polls experience is interesting, drop from experience is interesting, drop from 61% in 199561% in 1995

Weakness: Weakness: Attitude Attitude Toward Surveys / Polls Toward Surveys / Polls Show DeclineShow Decline

The biggest drop, 51% to 40% was The biggest drop, 51% to 40% was seen in organizations can be trusted seen in organizations can be trusted to protect the rights to privacyto protect the rights to privacy

Only 11% feel that surveys/ polls Only 11% feel that surveys/ polls were not biasedwere not biased

66% hold the view that there are 66% hold the view that there are too many polls and surveys on trivial too many polls and surveys on trivial subjects or issues of little valuesubjects or issues of little value

WEAKNESS: WEAKNESS: Interview Interview Length IncreasingLength Increasing

37% stated that mail surveys were 37% stated that mail surveys were too long, and that percent is up from too long, and that percent is up from 28% in 199528% in 1995

Length of interview reported to be on Length of interview reported to be on average, for all types of surveys, 14 average, for all types of surveys, 14 minutes, up from 8, 10, 12, and 13 minutes, up from 8, 10, 12, and 13 minutes in prior waves 1988 - 1995minutes in prior waves 1988 - 1995

WEAKNESS: WEAKNESS: Key Key Introduction Elements Introduction Elements Missing, Necessary to Missing, Necessary to Instill Confidence / Allay Instill Confidence / Allay FearsFears

62% recalled being told their 62% recalled being told their answers would be held confidentialanswers would be held confidential

66% recall being told that they 66% recall being told that they would “not be sold anything”would “not be sold anything”

WEAKNESS:WEAKNESS: Use of Use of Incentives DownIncentives Down

Only 13% reported receiving Only 13% reported receiving incentives which was down from incentives which was down from 28% n 199528% n 1995

Incentives were given primarily for Incentives were given primarily for focus group and Internet researchfocus group and Internet research

INDUSTRY INDUSTRY OPPORTUNITIESOPPORTUNITIES

Use of the InternetUse of the Internet Time of Calling StrategiesTime of Calling Strategies Interviewer Selection/ TrainingInterviewer Selection/ Training Monitoring StatementMonitoring Statement Respondent Satisfaction ClosingRespondent Satisfaction Closing

Opportunity: Opportunity: Use of Use of Internet as Data Collection Internet as Data Collection ToolTool

16% stated that they had participated 16% stated that they had participated in an Internet survey in the past yearin an Internet survey in the past year

10% of the respondent chose the 10% of the respondent chose the Internet as their first choice, and 19% Internet as their first choice, and 19% chose as 2nd choice in future method chose as 2nd choice in future method of participationof participation

Self-reported refusers showed a Self-reported refusers showed a preference for the Internetpreference for the Internet

OPPORTUNITY: OPPORTUNITY: Time of Time of Calling Strategies Calling Strategies

66% refused because of “bad timing,” and 66% refused because of “bad timing,” and those who said they were “not interested” those who said they were “not interested” was only 19%was only 19%

51% stated that they were contacted at a 51% stated that they were contacted at a convenient timeconvenient time

42% were called during the weekdays 42% were called during the weekdays between 5PM - 7PMbetween 5PM - 7PM

Respondents called after 7 PM rated last Respondents called after 7 PM rated last survey more pleasant, than 5 PM - 7PM/ Frisurvey more pleasant, than 5 PM - 7PM/ Fri

OPPORTUNITY: OPPORTUNITY: Interviewers Need Social Interviewers Need Social Skills TrainingSkills Training

85% stated that the interviewer 85% stated that the interviewer was courteous, down from 90% in was courteous, down from 90% in 19951995

75% stated the interviewer was 75% stated the interviewer was professional, down from 81% in professional, down from 81% in 19951995

OPPORTUNITY: OPPORTUNITY: Two-Party Two-Party Consent Wording in Consent Wording in IntroductionIntroduction

Currently 14 states require either one Currently 14 states require either one or two party consent - calling to or fromor two party consent - calling to or from

Two party consent statement included Two party consent statement included in all introductions showed a qualified in all introductions showed a qualified refusal rate decreased from 38% in refusal rate decreased from 38% in 1995 to 26% in 19991995 to 26% in 1999

Phrase is commonplace in business Phrase is commonplace in business today, showed not detrimental effectstoday, showed not detrimental effects

OPPORTUNITY: OPPORTUNITY: Respondent Satisfaction Respondent Satisfaction Closing May Develop Closing May Develop Positive RelationshipsPositive Relationships““Thank you very much for taking part in this Thank you very much for taking part in this

survey. Because consumers like you are survey. Because consumers like you are such a valued part of what we do, I’d like such a valued part of what we do, I’d like you to think about the survey you just you to think about the survey you just participated in. On a scale from 1 to 10, participated in. On a scale from 1 to 10, where ten means “it was a good use of my where ten means “it was a good use of my time,” and one means “it was not a good time,” and one means “it was not a good use of my time,” which number between 1 use of my time,” which number between 1 and 10 best describes how you feel about and 10 best describes how you feel about your experience today?”your experience today?”

OPPORTUNITY: OPPORTUNITY: Respondent Satisfaction Respondent Satisfaction Closing QuestionClosing Question

Respondents rated this survey “7.3” Respondents rated this survey “7.3” with a third of the respondents giving with a third of the respondents giving it a “9 or 10”, and only 4% gave a “1 it a “9 or 10”, and only 4% gave a “1 or 2”or 2”

Those interviewed on weekdays more Those interviewed on weekdays more positive than those interviewed positive than those interviewed weekendsweekends

Provides good public relations that the Provides good public relations that the industry is caring and listening industry is caring and listening

INDUSTRY INDUSTRY THREATSTHREATS

Telephone Screening Services Telephone Screening Services UsageUsage

Privacy ConcernsPrivacy Concerns Telemarketing and SuggingTelemarketing and Sugging Refusal TrendsRefusal Trends Future Willingness to ParticipateFuture Willingness to Participate

THREAT: THREAT: Telephone Telephone Screening Services Screening Services Prevent ContactPrevent Contact

74% report having answering machine 74% report having answering machine (up from 25%, 37%, 63%, 68% in 1988 - (up from 25%, 37%, 63%, 68% in 1988 - 1995)1995)

Ownership appeals to younger, better-Ownership appeals to younger, better-educated, White, higher incomeeducated, White, higher income

53% of these owners use their machines 53% of these owners use their machines to screen calls, only report 25% of the to screen calls, only report 25% of the time, but those with unlisted telephone time, but those with unlisted telephone numbers screen calls 50% of the timenumbers screen calls 50% of the time

THREAT: THREAT: Telephone Telephone Screening Services Screening Services Prevent ContactPrevent Contact

34% subscribe to Caller ID , but an 34% subscribe to Caller ID , but an additional 8% plan to subscribe in additional 8% plan to subscribe in near futurenear future

Call Blocking and Distinctive Ringing Call Blocking and Distinctive Ringing are not prevalent but are expected are not prevalent but are expected to grow by 3% and 2% respectivelyto grow by 3% and 2% respectively

Services appeal to younger, Black or Services appeal to younger, Black or Hispanic, higher incomeHispanic, higher income

THREAT: THREAT: Privacy Privacy Concerns at the Forefront Concerns at the Forefront of American Newsof American News

85% expressed that they are very 85% expressed that they are very or somewhat concerned about or somewhat concerned about personal privacypersonal privacy

Concern highest among females, Concern highest among females, less educated, Blacks and lower less educated, Blacks and lower income HHincome HH

90% of the age group 50 - 64 90% of the age group 50 - 64 expressed concern about privacyexpressed concern about privacy

THREAT: THREAT: Telemarketing Telemarketing and “Sugging” Still and “Sugging” Still PrevalentPrevalent

93% report having received 93% report having received telemarketing call, with 84% receiving telemarketing call, with 84% receiving a call last yeara call last year

Average number of calls received last Average number of calls received last year shows a sharp increase from 8 year shows a sharp increase from 8 in1995 to 20 in 1999in1995 to 20 in 1999

““Sugging” has remained constant Sugging” has remained constant since 1992 at 31% despite efforts to since 1992 at 31% despite efforts to curtail this activitycurtail this activity

THREAT: THREAT: Increasing Increasing Refusal Rate Shows Refusal Rate Shows Steady Upward TrendSteady Upward Trend

60% of the respondents refused to 60% of the respondents refused to participate in the 1999 survey, about the participate in the 1999 survey, about the same rate as 1995same rate as 1995

Initial refusals increased 55% to 68%Initial refusals increased 55% to 68% 40% reported refusing in a survey in the 40% reported refusing in a survey in the

past year, up from 19% in 1980 (more past year, up from 19% in 1980 (more negative attitude overall on all questions)negative attitude overall on all questions)

Refusers report more telemarketing callsRefusers report more telemarketing calls

THREAT: THREAT: Future of Future of Industry Depends on Industry Depends on Respondents’ Future Respondents’ Future Willingness To ParticipateWillingness To Participate

71% expressed willingness to 71% expressed willingness to participate in the future, down from participate in the future, down from 78% 78%

Entire distribution of responses for this Entire distribution of responses for this question was down question was down

““Fairly Willing” most popular response Fairly Willing” most popular response signals participation may depend on signals participation may depend on circumstancecircumstance

CRISIS? CRISIS? YES….CROSSROADS? YESYES….CROSSROADS? YES

CMOR’s Respondent Cooperation CMOR’s Respondent Cooperation initiatives will help the industry….initiatives will help the industry….

- Continue the STRENGTHS- Continue the STRENGTHS

- Correct the WEAKNESSES- Correct the WEAKNESSES

- Capitalize on the OPPORTUNITIES- Capitalize on the OPPORTUNITIES

- Comprehend the THREATS- Comprehend the THREATS

What Next?What Next?

Strengthen CMOR’s “ Strengthen CMOR’s “ Recommendations Recommendations toto Improve Respondent Cooperation”Improve Respondent Cooperation” with these learnings and further data with these learnings and further data from the following initiatives:from the following initiatives:

- Telephone Survey Practices Study- Telephone Survey Practices Study

- Cooperation Tracking System- Cooperation Tracking System

- Respondent Satisfaction Measurement- Respondent Satisfaction Measurement

What Can You Do?What Can You Do?

Participate in CMOR InitiativesParticipate in CMOR Initiatives Incorporate CMOR learnings in your Incorporate CMOR learnings in your

companiescompanies Educate your staff about the issuesEducate your staff about the issues Support CMOR!Support CMOR!

WE MUST ALL SPEAK WITH ONE UNITED WE MUST ALL SPEAK WITH ONE UNITED VOICE!VOICE!

THANK YOU!THANK YOU!Visit CMOR’s Website for more information on Visit CMOR’s Website for more information on

Respondent Cooperation / Legislation Respondent Cooperation / Legislation

www.cmor.orgwww.cmor.org

oror

““CALL C.H.R.I.S.” 800 - 887-2667CALL C.H.R.I.S.” 800 - 887-2667

CMOR’s Consumer Hotline & CMOR’s Consumer Hotline & Research Information SystemResearch Information System