Category — Online Panels
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?
October 23, 2007 2 Comments
How do we get better data? asks a recent print article in Ad Age about the state of the market research profession. Actually, author Jack Neff asks a lot more, ranging from why marketers don’t fully utilize consumer insights and why research professionals aren’t doing a better job helping them utilize them.
But it’s the data question that’s a big concern. According to research by Burke, anywhere from 11% to 20% of online panel respondents were “fraudulent” or “mentally cheating” in their responses. When you compound that with inherent sampling error, you really have to wonder what in fact you are getting from custom research these days. It goes back to my previous post on the Database of Intentions, if you want the best quality insights these days, you need to focus on what consumers do vs. what they say and you need to aggregate these insights on such a scale that sampling error becomes merely a whisper. Self-reported data still plays a big role, but we really should be looking at it qualitatively versus giving it quantitative authority.
September 24, 2007 No Comments