CMORMRA Interviewer Training Why Training Copyright 2007 CMOR
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CMOR–MRA Interviewer Training: Why Training? Copyright 2007 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? Since 2001, the CMOR-MRA Task Force has been working on training modules for interviewers. Why was interviewer training identified at every CMOR Respondent Cooperation Workshop as one of the most critical areas to address? Copyright 2007 2 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? Interviewer training is critical because of three factors pressuring the Survey Research Industry today. Copyright 2007 3 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? The First Pressure on Survey Research Industry: • It’s more challenging to run the business. – Clients are more selective with their projects. – Scripts get longer and longer. – Costs are escalating, revenues are not. Copyright 2007 4 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? The Second Pressure on Survey Research Industry: • The respondent source is vanishing: – People no longer have time. – Households are putting up technical blocks. – Individuals are turning militant about contacts. Copyright 2007 5 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? The Third Pressure on Survey Research Industry: • Interviewer Profile is different: – Generations X and Y have new values and expectations. – Trainees may not be as well educated or prepared. – Employees have a wider choice of job options. Copyright 2007 6 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? Those Pressures Have Created A Tornado Of: • High Turnover / High Training Costs • Lower Seniority / Less Quality • Higher costs from more hang-ups / refusals/ no answers Copyright 2007 7 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? Your Organization Can’t Afford Not To Train Interviewers! • Interviewers need more help than ever in overcoming increased resistance from consumers, plus higher expectations from clients. Copyright 2007 8 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? • Training Courses on: – General Research Topics – Specific Project Procedures • Can Lead to: – – Copyright 2007 Lower Turnover Shorter Learning Curve Higher Productivity Higher Employee Satisfaction 9 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? Time and time again, studies have shown that telephone center staff rates these factors as most important: • Opportunity to Learn • Good Supervision Copyright 2007 10 CMOR- MRA Interviewer Training Modules Why Training?
Why Training? The CMOR–MRA interviewer training modules have been created to give every member company an opportunity to give their interviewers some basic training. Copyright 2007 11 CMOR- MRA Interviewer Training Modules Why Training?
