Survey Length vs. Data Quality

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What does survey length have to do with data quality? This is a question being asked more frequently in market research circles. It is certainly a topic I have devoted much time to, for the simple reason that lengthy and complex surveys make it more difficult for all researchers to collect valid and reliable data. […]

An Inconvenient Truth about Convenience Samples

Darts missing the bullseye

A convenience sample is simply any list, panel, or source of potential respondents. At Researchscape, we do lots of surveys of convenience samples. Because, of course, they’re convenient. Also, cheap. We use house lists of emails of prospects, customers, and lapsed customers – no cost for these, with the caveat they present a skewed view […]

Non-Traditional Paid Respondents More Tech-Savvy than Panelists

Tokyo crowds coming together in two crosswalks

On March 5, 2015, Survey Magazine presented the TrueSample semi-annual quality council meeting. The speakers were Chuck Miller and Mark Menig, reviewing findings from several research-on-research initiatives. The quality council is now in its seventh year. Traditional sampling versus non-traditional sampling was the first topic of the day. The goal here was to assess differences […]

Trends in Quantitative Research Methods

Silhouette of a man jumping from 2013 towards 2014 year at sunset © Creativa

According to the most recent GreenBook survey of market researchers, penetration of online surveys actually accelerated, jumping from 82% to 89% in nine months, after climbing from just 78% to 82% in the prior year. This climb is surprising given that growth usually slows as penetration approaches 100%. Only mobile surveys showed similar growth, rising […]

Mobile Surveys and MROCs Are Now Mainstream

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It’s official! According to the most recent edition of GRIT, available today, mobile surveys and market research online communities are no longer emerging techniques; both are used by a majority of researchers: 56% of respondents have used MROCs, up from 49% in the last survey 9 months ago The growth in mobile has been even […]

Is Professional Development Relevant to Market Researchers?

classroom of executives

Is professional development relevant to market researchers? In a study of nearly 450 marketing research professionals, the answer is yes, as three in four respondents plan to continue with some form of continuing education. This question is especially relevant because our field has been under increasing pressure to perform more with less. In fact. according […]

Order Bias Is a Larger Source of Error Than You Think

Two hands, shuffling a deck of cards, seen from the dealers point of view.

Last week I was writing a questionnaire for a client using their survey software account, and I was chagrined to discover that it lacked the ability to randomize the display of items in a choice list. This is a common capability of all modern survey software applications, including QuestionPro, Survey Analytics, Google Consumer Surveys, and […]

Measuring Customer Experience Requires Fewer Questions Than You Think

customer lifecycle

Figure 1. Three Phases of the Customer Lifecycle A formal definition of customer experience, taken from Wikipedia, states that customer experience is: “The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.” In practical terms, customer experience is the customer’s perception […]

The Vagueness of Our Terms: Are Positive Responses Really That Positive?

Alice and Humpty Dumpty

Back at the 2011 AAPOR conference in Phoenix, John Tarnai, Danna Moore, and Marion Schultz from Washington State University presented a poster entitled, “Evaluating the Meaning of Vague Quantifier Terms in Questionnaires.”  Their research began with the premise that “many questionnaires use vague response terms, such as ‘most’, ‘some’, ‘a few’ and survey results are analyzed as if these terms […]

Evaluating the Effectiveness of Respondent Quality Control Checks

seal of approval

On January 30, 2014, Quirk’s magazine presented a timely webinar on the evaluation of respondent quality control measures. Keith Phillips of Survey Sampling International presented his research outlining a method for testing the effectiveness of commonly used quality control questions and metrics. Keith highlighted three points that are necessary to achieve data quality: 1) representative […]