"No-call" law could leave millions jobless.

• Position: Telemarketing - Brief Article

The national no-call list will not be the end of telemarketers, but it will force the industry to evolve, contends Jeffrey Hornsby, a management professor at Ball State University, Muncie, Ind. The Federal Communications Commission's tighter regulations allow consumers to stop most unwanted calls.

"Unless the telemarketers get around the law, they will have to find another mechanism to collect consumer information," Hornsby explains. "I think you will see more [researchers] in the malls and other places where there is a good cross-section of people. They will also rely on focus groups to gather [statistics]. Telemarketers will have to provide incentives to individuals to get them to participate in surveys, increasing the cost of getting information."

The industry may switch from telephones to the use of technology such...