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1. Have interviewers introduce themselves using first and last name.
2. Do not inquire as to the respondent's well being. Failing to comply with numbers 1 and 2 is a telltale trait of the telemarketer intro: "Hello, Ms. Johnson? How are you this evening? My name! Oh that's not important. What is important is the offer I have..."
3. The name of the research firm, and when appropriate the name of the client, should be disclosed. Make sure the respondent understands that a third-party researcher is recording their responses. Respondents are less than candid if they think the client, whom they are being asked to critique, is on the other end of the line.
4. The purpose of the call should be explained. Do not mention what the purpose of the call is not, i.e. sales, unless prompted by the respondent.
5. The approximate length of the interview should be disclosed. Do not underestimate the length in an attempt to increase likelihood of participation. When the survey runs past your esimate, the respondent may become incensed, terminate, or refuse to participate in future research.
6. Emphasize that responses and respondent identity are kept strictly confidential unless prior consent is given.
7. Develop a list of stock responses to commonly asked questions. Questions such as "How did you get my number?" "What are you trying to sell?" and "What happens to my answers?" can be anticipated and answered promptly and effectively.
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