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Advantages
- Easier to get telephone numbers than e-mail addresses.
- Highest response rates.
- Quicker to complete a project than an on-line survey.
- Best way to qualify respondents and set quota by different segments.
- Easier to obtain samples that reflect population and apply statistical significance.
Disadvantages
- Most expensive fielding method.
- More difficult to conduct conjoint or discreet choice surveys.
- More intrusive method of conducting surveys.
- Requires an incentive for participation in most circumstances.
- Must take more care to avoid interviewer bias.
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