Table of Contents
The Different Types of Call Research
A good call research strategy starts with establishing a persona for your buyers. This way, you will be able to build credibility with them. Then, you can use language and stories that they use to describe their problems. Persona research also helps your salespeople to avoid conflicting motivations when talking to buyers.
Principles
CALL has been a recognized area of study for many years, but research on this field has only recently begun to gain the rigor it deserves. As educators and researchers have come to appreciate CALL more, they have begun to explore different methods and designs for research. Until recently, most CALL research was either anecdotal or focused on individual tools. This approach was problematic for CALL classrooms because discrete language items can be difficult to test and measure accurately.
When conducting CALL research, practitioners should adhere to a set of guidelines and standards. Measurements should be accompanied by estimates of their uncertainty.
Methods
Methods of call research include a variety of different approaches. For instance, researchers can approach the research from the perspective of a classroom researcher, a consumer, or an action researcher. There is a wide range of methods available, so it is important to consult a reference list. However, it is important to note that not all CALL research focuses on improving language teaching through the use of technology.
CALL research is often based on a variety of theoretical underpinnings. In a review of 25 years of CALICO journal articles, the researcher found 113 distinct theories. Of these, 17 were mentioned in three or more articles. Although there was no clear dominant theory, some theories were more prevalent than others. Item response theory and schema theory emerged as the most common among specific theories.
Theories
Theoretical approaches to CALL are diverse. They are differentiated in terms of their focus on language interaction and their application to the CALL practice. In the following section, we’ll discuss the most common sources of theoretical material and provide a typology of their roles. Although CALL has no well-established theory, it is largely a consumer of other theories. Despite this, it is worth noting that there are similarities and differences between the various approaches.
Many theories of CALL are developed through borrowing an existing one and adapting it. For example, Smith (2003) extends the negotiated interaction framework of Varonis and Gass. Hubbard (2012) uses this approach to discuss the results of CALL studies.
Observation
If you’re conducting call research, the key to a successful study is observation. While you can’t ask any questions during an observation, you can take notes and create reference material based on what you see. There are many techniques for conducting observation. These include naturalistic observation, participant observation, case studies, and archival research.
One method is call monitoring, which involves researchers listening to telephone conversations. This technique is used most frequently in call centers, and it can be performed either live or based on recordings. Researchers use these conversations to gain insight into common problems that employees and customers have. Observation methods are changing, however, with new technologies such as augmented reality headsets and wearable sensors. These new techniques require new consent and privacy policies.
Tracking
Tracking call research provides marketers with the data necessary to make informed decisions about the most effective marketing channels. It helps them identify high-quality leads and determine which marketing channels deliver the highest ROI. It also identifies the most effective marketing media and provides complete end-to-end attribution, helping marketers make better optimization decisions.
Call tracking is particularly useful for tracking organic search engine traffic, pay-per-click (PPC) advertising campaigns, and display advertisements. It also allows businesses to listen in on sales calls and assess where improvements are needed.
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