Techniques for fusing survey modules: Respondent matching and data imputation

Survey respondents want short, applicable surveys they enjoy. In order to continue to receive good data, we need to capture respondents’ input through the means and within the capacity they are willing to provide.

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

Edward Paul Johnson

SSI

Lynn Siluk

Gongos Research

Sarah Tarraf

Gongos Research

Introduction

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’...

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