There was a time when collecting quantitative data, more often than not, involved a conversation. And the conversation was a game where the respondent seemed to hold all of the cards. A lengthy interview, a poorly worded question, a missing response option – all represented excuses for the respondent to dismiss you by hanging up or otherwise ending the interview.
Can you tell I was an interviewer?
At that time, phone pretests often involved a painful process of listening to hours of rejections and hang-ups…but the result was invariably worth the price – a survey that more accurately collected the intended data.