Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as many projects as possible. Already we have seen MROCs where this scenario became reality: response wears out and members drop out faster than new members can be recruited. This way we exploit communities the same way as telephone interviews and online access panels. A new promising methodology becomes exhausted before it even gets the chance to shine. This session presents a new approach in recruitment and differentiated moderation with the 5F-model, proving how communities generate more interaction and more insights with less investment. Just by pushing other buttons we create a sustainable future for MROCS.
Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as many projects as possible. Already we have seen MROCs where this scenario became reality: response wears out and members drop out faster than new members can be recruited. This way we exploit communities the same way as telephone interviews and online access panels. A new promising methodology becomes exhausted before it even gets the chance to shine. This session presents a new approach in recruitment and differentiated moderation with the 5F-model, proving how communities generate more interaction and more insights with less investment. Just by pushing other buttons we create a sustainable future for MROCS.
It has long been an unsolved problem of online market research conducted by means of Access panel sample surveys, that there has been no possibility to verify whether a participant in a survey is really the same who was requested to take part in the survey by means of an e-mail message addressed to him. b2b target groups, for example it decision makers or doctors, are conceivable as examples. there has for a long time been no practical way of verifying whether they fill out an online questionnaire themselves, or forward it, for example, to a secretary or a receptionist to answer (perhaps in order to claim the incentive them-selves). however even in case of consumer research, it is important that, for example, drafts of advertisements which are intended for target audiences of women are filled out by the women panelists and not, for example, by their male partners.of course it would be possible to verify, for example, telephonically whether an invitee had also filled out the online questionnaire, but this is very seldom done in practical research. mainly on account of cost considerations, one would have to restrict oneself to random samples. in addition, there would be a media disruption between online polling and telephonic field checks. not everyone is willing to be interviewed online, because he can estimate the personal advantages of this type of polling (e.g. to choose the time of participation by himself, and not to have any contact with the interviewer), and telephonic contact for the purpose of field checking would in direct apposition. telephonic checks would be perceived thereby as a burden and an annoyance, and willingness to participate in panels and interviews would probably decline. Furthermore, in case of participant authentication via telephone, the time and cost advantages of online research would be at least partially reduced. in the process of validation one would also have to take into consideration those polled answered truthfully. the same applies to a theoretically conceivable personal field survey, in case of which a survey conducted in writing or online, the initial problem of ensuring or verifying that the intended target person fills out the online questionnaire himself would not have been solved.
This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a telephone survey among 3,889 radio listeners and show us the day-by-day reach of campaigns. For each respondent, the number of times he or she heard the radio spot before the survey was calculated and this was related to recognition of the campaign. In this way it is possible to calculate the 'optimal' frequency level of radio campaigns.
This presentation discusses the way new developments in audio capture and editing technology can enhance the utility of qualitative research for the moderator and clients. Specifically, the presenters employed the Interclipper (R) software program to facilitate the once onerous task of editing audiotapes.Through this process, the client and moderator 'marked' verbatims that best express the key hypotheses of the research. In the study, telephone depth interviews (TDIs) were conducted with a respondent group of Golf Digest magazine subscribers.The technology-enhanced final report enabled the client to literally hear the 'voice of the reader', providing practical insight to both the editors and business management.
There is much current discussion of iTV finally reaching a critical mass. However, these discussions tend to lack context - how rapidly are interactive TV (iTV) applications being rolled out?How are nascent iTV applications capturing the attention of consumers and meeting their needs? This paper - based on a series of large-sample ownership surveys and smaller-sample recontact studies - will help fill that void through detailed information on the availability, use of, and interest in, iTV applications in U.S. households. Knowledge Networks/SRI collected this information in telephone interviews, enumerating iTV capability in national surveys, questioning iTV households about their iTV activity, and measuring the interest of non-iTV homes in iTV features.
Using a television diary survey sample as the base, additional information on readership of individual newspapers and magazines and visits to specific websites was collected by means of a return to sample telephone interview. This paper concentrates on the conversion of the TV diary data and the ancillary data collected in the telephone interview into a format that could be accessed by print industry standard reach and frequency systems, the validation of the technique and the use of the database to discriminate between alternative multi-media schedules.
This paper examines the differences between telephone and internet interviewing. In particular, it compares responses from a survey that used both traditional telephone interviews and the internet. Using a long established panel, this paper looks at differences in responses and offers some possible explanations.
With the increasing use of the Internet as a medium for survey data collection, survey program managers might be encouraged to transition programs to the Internet that have previously been conducted using the telephone. They might also consider using a mixed-mode approach, combining data collected from both the Internet and telephone. Some caution, however, should be exercised. This paper describes a study designed to isolate differences in responses to Internet surveys and phone surveys relating specifically to differing survey methods. Results indicate that scale usage can vary considerably between the two methods, with phone respondents more likely to use endpoints of scales in which all response alternatives are verbally labeled. By contrast, responses are much more similar when a numerical scale is used and only the endpoints are verbally labeled. The study did indicate, however, that surveys can take less time for respondents using the internet and that internet respondents express more willingness to participate in future survey projects.
The paper briefly shows the different possibilities and important factors for designing web surveys. It also describes results of an evaluation study that compared web with telephone interviewing. Variables like recruiting methods, motivation for respondents and questionnaire design were controlled and their impact on different survey characteristics measured.