What happens when different devices are used to access and complete online surveys is examined in this presentation. As smart phones and tablets become increasingly popular, respondents are attempting to participate in online surveys with their various devices, yet online surveys are not necessarily entirely compatible across these devices. When surveys do not work on these alternative devices, no doubt respondents are frustrated and either cannot complete these surveys or enter data that is of poor quality. Further, when respondents experience this frustration, they are less likely to participate the next time they are invited.
This paper examines a very current and widely discussed topic within the market research industry where there are strongly held opinions and an on-going debate. A comparison of an existing online community and online research panel within the same company is discussed in detail, in addition to a case study where the same questions were run simultaneously on this existing community and research panel. A suggested framework for companies considering these alternatives has also been provided.
Over the past few years, online research has become an invaluable tool in the toolkit of researchers across the world. By utilising online access panels, researchers have been able to conduct research faster than ever before. They have been able to rely on the masses of consumers belonging to online access panels and have been able to reach audiences that have been increasingly difficult to reach via traditional methodologies (e.g. the younger generation of 2.0 social networkers). Online access panels in particular have given researchers the possibility of conducting truly consistent, multi-national surveys across multiple continents at the touch of a button. However, with new tools come new challenges. With international work so far-reaching and so accessible, it is important to bear in mind cultural, national and online differences when utilising such online methodologies. Knowing the potential pitfalls with fielding an international survey can be the difference between success and failure. This paper looks at the wider considerations of using online access panels internationally, plus some of the considerations for both preparing and running actual surveys. In addition, it will examine the learnings from a recently conducted survey on the Olympic Games (The Olympic Interest Survey). This survey examined the ways in which consumers plan to use the internet leading up to and during the 2008 Summer Olympic Games in Beijing.
This paper describes the results of two tests to examine how mobile phone technology can be used in association with online research. The first test demonstrates how text messaging can be used to boost response to an online study. The second test compares the effectiveness of email, SMS and WAP applications to pre-screen sample prior to a follow-up online survey. It also looks at response to the online survey by method of pre-screener contact.
ARTHUR C. NIELSEN is the founder and chairman of A. C. Nielsen International, Inc., and its subsidiaries around the world. Best known for his pioneer work in television audience measurement, he now heads the worlds largest marketing research organization providing services to corporate clients in 23 countries. Nielsen has been the recipient of many national and international awards, including Denmarks Knight of Danneborg (1961), the AMA's Parlin Award (1963), and Marketing Man of the Year (1970). Born in Chicago, he received his B.S. in electrical engineering from the University of Wisconsin.