File:Bell telephone magazine (1922) (14569307799).jpg

Identifier: bellvol25telephonemag00amerrich (find matches)
Title: Bell telephone magazine
Year: 1922 (1920s)
Authors: American Telephone and Telegraph Company American Telephone and Telegraph Company. Information Dept
Subjects: Telephone
Publisher: (New York, American Telephone and Telegraph Co., etc.)
Contributing Library: Prelinger Library
Digitizing Sponsor: Internet Archive

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dvertising in dailynewspapers. In determining the size of audienceof telephone company radio pro-grams. In determining the effectiveness ofvarious campaigns to promotetoll usage. Finding Out What People Think of Us 1946 It was recognized from the startof the activity that the study of opin-ions and attitudes was not a simpleundertaking. In dealing with in-tangibles of this character, it was ap-parent that a good deal of experi-menting with methods would have tobe done if sound conclusions wereto be reached. The measurement ofpublic attitude was a new field, and atthe outset little guidance could be ob- At the beginning of the survey ac-tivity it was feared that there mightbe some unfavorable reaction on thepart of our customers and the publicgenerally. However, the general ex-perience has been that the public doesnot object to being questioned, but,on the contrary, is very willing toanswer questions about telephoneservice and the telephone company.Apparently, people appreciate the in-
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CoNDUCTiNG a customer opinion survey by means of telephone interviews tained from outside sources. So theearly studies made In the Bell Systemwere looked on as primarily experi-mental, and procedures were thor-oughly tested to determine thosewhich seemed to give the most reli-able results. In this experimentalwork the Associated Companies co-operated, and they have contributedmaterially to the development ofmethods and procedures. terest shown by the company In so-liciting their views, and it Is nowgenerally recognized that the surveyactivity has a definite customer rela-tions value. It is important, of course, that theprocedures followed in obtaining thenecessary information from peopleshould not annoy or irritate them;for, In addition to the effect on cus-tomer relations, this could lead to 8 Bell Telephone Magazine SPRING inaccuracies in survey results. Toavoid any possibility of such reaction,special care should be exercised inplanning and conducting each study. How Surveys Are Ma

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