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.