Who’s Calling? The Impact of Caller ID on Telephone Survey Response

Abstract

The Gallup Organization conducted a caller ID randomized study with a pre-and postexperimental design to test the impact of different caller ID displays (names) on the response, contact, and cooperation rates for telephone surveys. This research focuses on the impact of caller ID listing on the frequency of final dialing dispositions. The authors find initial evidence for the hypothesis that the caller ID transmission works as a sort of “condensed survey research organization business card” that can trigger brand awareness, thus legitimating the survey and diminishing suspicions of collector or telemarketing calls.