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Telemarketing List and Internet Marketing Online information: The consumers were asked questions related to 24 independent variables. Nine of these were in reference to telemarketing experience, 6 to calling attributes, and 10 to demographics. The consumers were asked if they had ever used the phone to make a purchase. Sixty-five percent of the acceptors had used the phone to make a purchase, compared to 56 percent of the nonacceptors. Those who had made purchases were asked about their satisfaction level when purchasing by phone. The satisfaction level was not significantly different between the acceptors and the nonacceptors.

Consumers were then asked about their experience with using an 800 number. Having previously used an 800 number did not make a difference between the acceptors and the nonacceptors. Since 83 percent of all the consumers had used an 800 number, it would be difficult for this variable to discriminate between the two groups. Consumers were then asked about their satisfaction with using an 800 number.

While 89 percent of the consumers who had used an 800 number reported they were satisfied with the experience, satisfaction with using 800 numbers was not significant in determining acceptance of proactive telemarketing. The mean score on satisfaction was 5.22 for the acceptors and 5.17 for the nonacceptors, compared to a maximum score of 6. Both groups were very satisfied with using an 800 number.

On a scale of one to six, with six being very important, the consumers rated the mean of all six attributes at 4.9. On the same scale, with six being very likely to occur, the mean score was 3.6.

The six calling attributes were originally identified by a focus group of telemarketing experts and further defined through a pilot research study. The consumers found all six calling attributes to be important, and there was a reasonable likelihood that the six calling attributes had existed on telemarketing sales calls that they had received.

This resulted in a total acceptance of 47 percent.

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