The Survey Shift
Where has random digit dialing for survey data gone? Gone with the “Do Not Call” lists. How about mall intercept or even door-to-door. Gone with a shake of the head or a slam of the door. No wonder market researchers have moved a great deal of research to online panels. According to findings from the Online Research Barometer survey (probably done online) as reported at Marketing Vox, 82% of market researchers surveyed said they would increase their use of online research panels in the upcoming year. The only thing surprising about those findings was the fact that there was that 18% group who would not be increasing their online panel usage. Were they planning on the return of mail panel surveys?