Date of Award


Degree Name

Master of Arts



First Advisor

Dr. Brad Huitema

Second Advisor

Dr. Dale Brethower

Third Advisor

Dr. William Redmon

Access Setting

Masters Thesis-Open Access


A multiple baseline design was used to compare the effectiveness of checklists and feedback to improve marketing research telephone interview documentation. Three measures based on the combined errors of four interviewers were obtained: (1) errors per completed interview, (2) errors per interview with errors, and (3) most frequently occurring error in each of three error groups. The effects of three additional factors believed to affect interviewer performance were also investigated: (1) marketing research project, (2) complexity of the interview, and (3) lead worker responsible for editing completed interviews.

Only slight, mostly positive changes were visually evident across the dependent measures. Feedback effects were not obtained on any measure. The inferential test results showed that: (1) the project had a statistically significant effect on all measures, (2) the interview complexity had a statistically significant effect on four of the nine dependent measures, and (3) the editor was not a significant (p>.05) factor in any analysis.