The Impact of Survey Routers On Sampling and Surveys: Unraveling the Mysteries of Survey-Router Design and Deployment
Nancy Brigham
Ipsos
Michael Fallig
Cogenti Applied Strategies
Chuck Miller
DM2
INTRODUCTION
Two opposing market forces—increasing demand for online respondents and decreasing respondent participation—have collided, creating ongoing challenges in executing online research.
- After a decade of prevalent use, online surveys no longer are novel diversions for Internet users—who increasingly are engaged in more rewarding online activities.
- At the same time, the demand for online respondents continually is rising, with reports of more than 50 percent of primary research now conducted online (e.g.,...