Tag Archives: Online sample

Part 2: The Endless Possibilities of Mobile Market Research

In part 1 of “The Endless Possibilities of Mobile Market Research” we examined how a mobile device is in essence a miniature, mobilized focus group facility with GPS enabled capabilities that offers endless iterations of how mobile research can be conducted. In part 2, we will examine the methodology of an actual Mobile Market Research tracking case study that was recently presented at the 2014 Future of Consumer Intelligence conference (#FOCI14).

The case began with Jim Kohl, Director of Consumer Insights at the Career Education Corportation (CEC), a postsecondary education provider with campus-based and online curricula. Over the past several years Kohl has conducted an internal “Voice of the Customer” research project and found that his students had a great online educational experience, although their online research experience was subpar. Additionally, as CEC moved forward with a tracking study, Kohl was concerned if conducting a sole online/mobile research study would be representative of his student populous. One of Kohl’s main objectives was to insure the insights were indicative of their customer base.

Jim Kohl, Director of Consumer Insights, Career Education Corportation

In an effort to address these issues, Kohl partnered with Added Value, a full service Top 50 Honomichl research company. At FOCI14 both Brian Kushnir, EVP, Managing Director & Wai Leng Loh, VP of Added Value presented 3 key sampling and methodological takeaways from CEC’s current online/mobile tracking study:
First, KNOW THY SAMPLE.
Members of the mobile and online world who were sampled for the tracking study were indicative of students who utilized CEC’s services in terms of demographics and online behavior. Therefore, the online/mobile tracking study was based on a representative sample that did not exclude core customers and any insights derived from the tracking study would provide an accurate reflection of their target audience’s opinions. Interestingly, the in-progress study found the demographics of iPhone users tend to skew slighter higher than Android users (higher income, higher age).

Wai Leng Loh, VP & Brian Kushnir, EVP of Added Value

Second, BE DESIGN AGNOSTIC.

Survey takers should be able to seamlessly participate in surveys, anywhere, anytime, regardless of platform (online, smartphone, tablet, etc.)

Third, LET IT GO.

As researchers, we often like to ask tons and tons of questions, in order to gather as much data as possible, so that our results “stick”. However, new evidence suggests mobile device users are more engaged with their devices and consequently, less willing to spend as much time taking surveys on their devices. As such, we as researchers need to “Let It Go” when we conduct mobile research by: (1) shortening the length of survey questions, (2) limiting buttons and images within the survey, and (3) reducing survey questions to basic common denominator questions within select categories.

In other words, a traditional survey will suffice in the online world. However, with mobile, the same survey should be streamlined and broken down to basic elements in order to enhance completion rates while keeping both the online and mobile portion of the study intact.

Online vs. Mobile Survey Design

Case in point: although CEC’s study is still in the field, the aforementioned mobile research methodology has enhanced the user experience and improved completion rates. It will be interesting to see the final results of the online/mobile tracking study as it moves forward.

Chris Ruby is an award-winning Marketing Research & Consumer Insights Executive with Fortune 500 consulting experience. His niche is the ability to turn complex data into compelling stories that induce a call for action among key decision-makers. His work has been featured by MRA, MRIA, IIR, Norstat Times, Chadwick Martin Bailey & the Optimization Group. Keep up with Chris Ruby by following him on Twitter @ChrisRubyMRX or by reading the Chris Ruby Market Research Blog.

Detecting and Rejecting Duplicate Responses in Online Surveys

We’d like to invite you to attend Detecting and Rejecting Duplicate Responses in Online Surveys webinar. Dr. William MacElroy, President, of Socratic Technologies, Inc. will be our featured speaker. He is also speaking at the 2008 Market Research Event. Register to view the webinar on Wednesday, August 27, 2008 — 2PM – 3PM eastern standard time. Mention priority code: M2028Blog About the presentation: Over the past two years, a great deal of concern has been raised about the quality of online sample. A key issue has been the reported levels of duplication within major online sample providers. This session will focus on specific techniques and technologies for detecting duplicate respondents that are freely available to all firms hosting their own online survey applications.

The aim of this session is to acquaint participants with server technology and will discuss best practices for maintaining a duplicate-free online research environment. A straight-forward discussion style will explain technology –making the session accessible to those attendees who may not be familiar with the underlying infrastructure of the Internet.

What you will learn: – An overview of historical levels of duplicates detected in normal survey procedures and the degree to which data quality is being compromise – A list of basic requirements for any system being used for detecting and rejecting duplicate survey attempts; – Advice for purchasers of survey output as to the questions that should be asked of survey data collectors; – An overview of IMRO privacy guidelines and how certain technological “shortcuts” can violate code-of-ethics restrictions on spyware; – Specific types of technical solutions, (most available for little or no cost), that can be used by those tasked with hosting surveys; and – How de-duplicating efforts can be coupled with other cheating control protocols to drive data quality.
About the speaker: Dr. William MacElroy
President
Socratic Technologies, Inc. Bill MacElroy brings more than 25 years of marketing management and research experience to Socratic Technologies. His career has included both agency and client-side managerial positions with Corning Glass Works, Memorex/Unisys Corp., Cheskin+Masten, MACRO, Autodesk and Modalis Research.

Bill holds a doctorate in Management Technology & Business Administration from Golden Gate University, San Francisco; an M.B.A. with a concentration in Marketing from Pennsylvania State University and a B.A. in Economics from the State University of New York. This is a Market Research Event sponsored webinar. The Market Research Event will be October 13 ‘ 16, 2008 in Anaheim, California. Register for this web seminar here: https://www1.gotomeeting.com/register/655715869