Forum: Techniques for fusing survey modules – Respondent matching and data manipulation

Edward Paul Johnson


Lynn Siluk

Gongos Research

Sarah Tarraf

Gongos Research


We are living in a world where the supply of consumer opinions is eroding compared to an ever-increasing demand for their opinions. Add in the mind-set shift brought about by smart devices, and respondents expect even more control over the survey experience to stay involved in the research process. They want shorter, more relevant surveys on topics they enjoy. Research buyers, on the other hand, want the most ‘bang for their buck’ and often try to squeeze as much content as possible into a single survey (Suresh & Conklin 2010). While the researchers generally have the final say in questionnaire design, respondents have important weapons themselves to fight back, namely abandon rates, satisficing behaviour and future participation. The future of quantitative survey data in a mobile world depends on how we resolve being caught in the survey experience crossfire and learning to adapt to the consumer’s world (Baker & Mouncey 2003).