1. Population surveys

Households are randomly selected by a special computer system from a complete list of telephone numbers of individual subscribers to PBX residing in the area being surveyed. The program allows construction of samples for different territorial and administrative units.

For example, a representative sample for a large city will proportionally represent all administrative city units or electoral constituencies for elections of different levels to legislative government authorities. A representative sample can be constructed within any administrative unit or electoral constituency.

Methods of sample construction:

1) representative sample (model of a total population):

  • stratified random probability sample (Kish grid),
  • stratified probability sample with controlled parameters (quota method);

2) purposive sample (model of a population part – respondent’s belongingness to a target group is controlled according to given parameters):

  • stratified purposive probability sample.
Sample size (number of respondents) 400 600 800 1 000 1 200 1 500 2 000 2 500 5 000
Sample error, % ±5.0 ±4.08 ±3.54 ±3.16 ±2.89 ±2.58 ±2.34 ±2.0 ±1.41


2. Establishment surveys

Organizations are selected randomly by a special computer program from a complete list of telephone numbers of entities – subscribers to PBX that belong to the target group and are registered in the area being surveyed. The program allows construction of samples according to the following criteria – territorial and industrial organization’s belongingness, form of ownership, year of establishment, number of employees.

Methods of sample construction:

  • stratified purposive probability sample;
  • snowball method.

Advantages of telephone interviewing

Prompt data collection and processing is the main advantage of telephone interviewing. Telephone interviewing is widely used in different kinds of research:

  • electoral research – one of the most efficient and quick ways to evaluate a situation in a particular electoral constituency as well as a means to support candidates from single-seat electoral districts;
  • sociological research – the study of different socio-economic and political issues;
  • market research – the study of effectiveness of advertising events, awareness of trademarks, trademarks’ specific use, situations of their use, trademarks’ image, etc.

Telephone interviewing is not recommended in the following situations:

  • when the survey to administer is very long;
  • when it is necessary to conduct surveys in rural areas where telephone service is limited;
  • when it is necessary to show cards or photos (for example, a container or logo);
  • when it is necessary to survey exclusive segment of consumers.

Call center schedule and times of survey completion

Twenty – forty interviewers-operators work Monday through Sunday from 12 pm till 5 pm and from 5 pm till 10 pm (2 shifts). On average, during two shifts operators produce 300-500 completed interviews. The client has a chance to familiarize himself / herself with interim results within 1.5-2 hours after every shift’s end.

  • Population survey – from 1 to 7 days.
  • Establishment survey – from 1 to 2 weeks.

Geography of research:

  • Leningrad region, 
  • Saint-Petersburg,
  • Russia (89 constituent entities of the Federation).