Online Quantitative Research What works, and what doesn’t? Scott W. Spain DigitalBiz Corporation

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Presentation transcript:

Online Quantitative Research What works, and what doesn’t? Scott W. Spain DigitalBiz Corporation

Survey Types:

Surveys Pros Very quick Highest online response rates Cons No layout control Limited control of user input Can not validate (force) responses Data entry problems

Survey Types: HTML

HTML Surveys Pros Good formatting options Deliver rich content Input validation *possible* Cons No logic (skips, pipes, rotations & randomizations) Long pages

Survey Types: Dynamic

Dynamic Surveys Pros Great logic controls Rich media delivery “Anything” is possible (with the right tools) Cons Difficult to program Software dilemma

Web Survey Creation Options HTML Surveys (from scratch) HTML Surveys (low-cost software) Dynamic Surveys (low-cost software) Dynamic Surveys (high-end software) Dynamic Surveys (custom programmed)

HTML: From Scratch Pros Inexpensive, easy programming. Hosted anywhere Cons Requires CGI creation or manual data entry Time consuming

HTML: Low-cost Software Pros Inexpensive Easy to use Most have data saving element in place Hosted anywhere Cons None, if you’re happy with flat HTML forms

Dynamic: Low-cost Software Pros Basic skip patterns Response piping (occasionally) Minimal special hosting requirements Cons Very limited logic Customization limited One question per page Co-branding?

Dynamic: High-end Software Pros “Good” logic control Great response validation Reasonable programming time Cons Painfully expensive High-priced bandwidth & server Still limited by software’s capabilities Steep learning curve Page breaks not always customizable Co-branding?

Dynamic: Custom Programming Pros Do anything! Custom page breaks Unlimited layout options Cons Potential long programming time High-priced bandwidth & server Steep learning curve Co-branding?

Sampling Options Open: General online population & Web site visitors Closed: “Warm market” interviewing

Recruiting: Open Method Web site links Banner ads Pop-ups Newsgroup / forum posting Opt-in marketing lists Spamming

Recruiting: Open Method Personal invitations Postal mail invitations Telephone recruiting w/ follow-up Internet panel

Online vs. Traditional Methods Too often compared to telephone interviewing. Should be compared to other self administered questionnaire methods. Online interviewing has all the same benefits and drawbacks as traditional SAQ methodologies.

Online Research Benefits Respondent convenience Non-intrusive Data collection speed Speed of data delivery Presentation of rich content (audio, video, 350 panoramas, etc.) Deep open-ended responses Very inexpensive Interactive record keeping (database updates) Instant action alerts Opens the research doors to new companies Eliminates or minimizes certain biases (interviewer, social acceptance, etc.) Data appears to “line up”

Online Research Drawbacks Bandwidth limitations Browser compatibility issues No positive respondent identification Uncontrolled open-end responses No interviewer interaction Shorter respondent attention span General population not represented online Inadequate sampling solutions

Conclusion Will online research replace traditional methods?