Final answer:
A voice response unit (VRU) is a technology that allows callers to interact with a system using voice commands and responses. It is used in telephone surveys and customer service applications. VRUs have advantages and challenges in survey research.
Step-by-step explanation:
A voice response unit (VRU) is a technology that allows callers to interact with a system using voice commands and responses. It is commonly used in telephone surveys and customer service applications. The VRU plays pre-recorded messages and prompts and allows callers to respond by speaking or using keypad numbers on their phone.
The use of VRUs in telephone surveys has increased due to various reasons such as increased use of caller ID, decreased use of landlines, and privacy concerns. VRUs provide a way to conduct surveys without the need for live interviewers and can sometimes lead to more honest responses from respondents.
However, there are challenges associated with VRU surveys. Respondents may not use the correct keypad numbers or misunderstand the questions, leading to errors in the data. VRUs also have lower response rates compared to surveys conducted by live interviewers, as there is no person to persuade respondents to participate. Additionally, the Telephone Consumer Protection Act made automated calls to cell phones illegal, limiting the reach of VRU surveys.