1. High Accessibility
Market researchers can benefit from conducting a telephone survey because of the large scale accessibility associated with it. Over 95% of the American population has a phone at their respective homes. People who do not have access to the Internet such as those who live in remote areas can still become respondents through their telephones.
2. Good Quality Control
Trained interviewers can ask the questions to the respondents in a uniform manner, promoting accuracy and precision in eliciting responses. The phone interviews are also recorded, which means that the analyst has an opportunity to observe and analyze the behavior or attitude of the respondents toward controversial issues (e.g. state disputes, preferred presidential candidates, etc.) or new concepts (new products, laws to be passed, etc.).
3. Anonymous Respondents
The telephone survey approach provides perhaps the highest level of anonymity for respondents who wish to hold their opinions in confidentiality. This facilitates accuracy in responses, especially in controversial topics.
4. Quick Data Processing and Handling
The emergence of the computer-assisted telephone interviewing or CATI has led to a faster manner of processing, handling and storing the data gathered from phone interviews. Both real-time data and past data can be rapidly analyzed using CATI.