Interactive voice response (IVR) is yet another data collection option at Matrix. When appropriate, IVR offers significant cost advantages. Further, it combines the telelphone, respondent interactivity,and self-administered surveys into one methodology. The level of technology in IVR systems today is highly advanced, making it a cost-effective, high quality, and methodologically-sound consideration for data collection.

Are Most Effective When:

• A customer has recently completed a transaction (i.e., has spoken with a customer service representative or has made a purchase).


• There is an opportunity to offer the customer a face-to-face "invitation" to take part in the survey (e.g., at the point of purchase) with the promise of a coupon.


• Employees or organization members can be invited by e-mail or via the company payroll system.

Features That Make It Work:

• The customer is offered an incentive (such as a coupon) to call a toll-free number and answer an automated evaluation survey by phone.


• IVR technology is so highly advanced, researchers can execute high quality, methodologically-sound interactive interviews.

Quality Control:

• No "skipping ahead" to questions in advance is possible, keeping unaided response data unbiased and valid.


• All state-of-the-art CATI features are available -- such as item and question rotation, valid answer ranges, skip patterns, and "previous answer inserts" on follow-up questions.


• No one can complete a survey more than once.


• Participation incentives, such as discount coupons, are made redeemable on-line at completion of the survey by the automated issuance of a PIN number.