The Impact of Survey Routers On Sampling and Surveys: Unraveling the Mysteries of Survey-Router Design and Deployment

Nancy Brigham, Michael Fallig and Chuck Miller

This study conducted by Ipsos, Cogenti Applied Strategies and DM2 explores potential consequences of using survey routers - software for the real-time assignment of surveys to a continuous flow of online respondents.

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.,...

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