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Measuring Up: Impact of mobile and segmentation on respondent behaviour
Aaron Jue and Kristin Luck, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices.
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices. The study used data from surveys conducted by ecommerce companies and only used surveys which were designed for online use but taken on mobile, to create a mobile survey behaviour baseline. The types of surveys examined included both short and complex surveys, and long surveys that could be segmented. Initial results suggested that this area was quickly developing, and so results were updated six months after the initial findings. The paper uses the latest results to analyse the best ways to reach respondents.
Multimode, Global Scale Usage: Understanding respondent scale usage across borders and devices
Melanie Courtright, Kartik Pashupati, Annie Pettit and Roddy Knowles, ESOMAR, Best Methodological Paper Award, Congress, Istanbul, September 2013
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys.
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys. Response style is a person's tendency to systematically respond to questionnaire items regardless of content, e.g. by giving extreme or mid-point responses on a scale. The impact of dropping or retaining the neutral point on scales is examined and the reliability of different measurement scales compared. Amongst the findings, the research showed that men are more likely to use the negative side of the scale, while women are most likely to use the extreme positive side. Guidelines for designing global online and mobile surveys which take response style into account are developed.
Should the third reminder be sent? The role of survey response timing on web survey results
Kumar Rao and Julia Pennington, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 651-674
Decreasing survey response rates are a growing concern as survey estimates may be biased by selective non-response.
Decreasing survey response rates are a growing concern as survey estimates may be biased by selective non-response. One method of assessing non-response bias is to examine the timing of survey response, specifically comparing those who respond late to a survey with those who respond early. This paper draws upon data obtained from multiple panel surveys conducted over a six-month period, and examines whether early, intermediate and late respondents differ significantly in demographics or in their responses to survey questions. By considering response timing as a repeated behaviour, or habit, spanning multiple surveys, a longitudinal measure of response timing is developed to identify the predictors of responding early to multiple surveys conducted over a period of time. Results indicate some directional differences in demographics and better data quality from early respondents, compared to their intermediate and late counterparts. We discuss the findings from the study and conclude with recommendations for future research.
Lotteries and study results in market research online panels
Anja S. Göritz and Susanne C. Luthe, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 611-626
An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response.
An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response. A cash lottery was implemented, with three different payouts that were raffled either in one lump sum or split into multiple smaller prizes. The lottery groups were contrasted to a control group without incentive. Independent of the lottery, half of the participants were offered a report of study results. Participation was higher with a lottery, when raffling the payout in a lump sum and with higher single prize size, whereas item non-response was smaller with high total payouts. Furthermore, offering study results decreased participation.
You Can't Put a Price Tag on a Survey Participant's Enjoyment: The Latest Findings from the ARF's "Foundations of Quality" Research
Robert W. Walker and William A. Cook, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 254-257
This paper discusses the latest phase of the Advertising Research Foundation's (ARF) 'Foundation of Quality' research initiative.
This paper discusses the latest phase of the Advertising Research Foundation's (ARF) 'Foundation of Quality' research initiative. Research has revealed that participants' greatest sources of 'survey enjoyment' are intrinsic rather than financial rewards. Understanding survey enjoyment will help researchers increase cooperation and quality of the data collected.
Research excellence: Three Rs that can make research more predictive
Jan Hofmeyr, TNS, In Focus, August 2013
This article provides three core principles that can improve the success of tracker surveys, which currently suffer from falling response rates, faulty answers and flawed analysis.
This article provides three core principles that can improve the success of tracker surveys, which currently suffer from falling response rates, faulty answers and flawed analysis. The three Rs to improve surveys are: a commitment to Respondent-level validity; leveraging Redundancy to reduce survey length and increase accuracy; and focusing on respondent Relevance. When applied to the design of surveys, researchers can deliver immediate benefits: the suggested surveys take less than three minutes to complete, increase the accuracy of answers by 60 per cent or more, and provide more relevant, interesting questions to more engaged respondents.
Co-creation with consumers: who has the competence and wants to cooperate?
Eric Vernette and Linda Hamdi-Kidar, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 539-561
Lead users and emergent nature consumers are two highly attractive targets for marketing co-creation.
Lead users and emergent nature consumers are two highly attractive targets for marketing co-creation. Based on a representative sample of the French population (n = 995), we show that the competence and engagement in co-creation of these two target groups are significantly greater than for other consumers. This result is encouraging for market research companies that face a growing reluctance of customer participation in marketing studies. In addition, we have normed the distribution of lead user and emergent nature consumer scores among the population. This results in specific reference points for naming customer data while at the same time making it easier to filter respondents for future co-creation initiatives.
Mobilizing your branded panel: Panel data quality during the smartphone transition
Joseph Blechman, Denise Brien, Jeff Vidler and Michelle Darcy, ESOMAR, 3D Digital Dimensions, Boston, June 2013
AOL, the internet service provider, describes its proprietary consumer panel in the US, AOL Listens, which uses panel surveys for research purposes.
AOL, the internet service provider, describes its proprietary consumer panel in the US, AOL Listens, which uses panel surveys for research purposes. This paper tests and evaluates the fundamental differences, advantages and trade-offs between desktop- and/or laptop-based survey responses and data collected via smartphones within AOL's online panels. Data quality, panelist engagement and visual design are analysed and advice is offered to panel managers when adding smartphones as a medium to survey data collection.
Leveraging Google+ as a qualitative research platform: case studies and best practices
Sharon Chen and Sheethal Shobowale, ARF Experiential Learning, Re:Think conference, 2013
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research.
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research. Four pilot studies were conducted around specific audiences with the intention to answer specific types of questions in the wireless carriers and consumer packaged goods categories. The results include findings around recruiting and incentive strategies, user engagement tactics, different audiences and research questions, and the benefits and current challenges to using a social platform for this type of research. Overall, the researchers found Google+ to be a capable and readily accessible platform for qualitative research and feel that the social features open the door to exciting user engagement possibilities.
'Ready to complete the survey on Facebook': Web 2.0 as a research tool in business studies
Aleix Gregori and Fabiola Baltar, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 131-148
Practical issues associated with sampling and data collection are of real concern to business researchers.
Practical issues associated with sampling and data collection are of real concern to business researchers. Some important methodological issues are the willingness to participate of the individuals and the provision of accurate information. Therefore, the aim of this article is to present the results obtained from the combination of social networking sites (Facebook) with an online questionnaire to study transnational entrepreneurs in Spain. The article analyses the pattern of answer of 219 entrepreneurs surveyed, and a cluster analysis of respondents and types of question is developed. The conclusion is that new technologies can help researchers to tackle some of the limitations associated with the administration of surveys to business people (e.g. lack of motivation to answer, intermediate filters) and can improve the quality of the information collected (e.g. higher level of response to confidential questions). However, it is acknowledged that ethical and methodological considerations are of great importance in this kind of study.
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