文档介绍：How Online Survey Design Impacts Data Quality
Martin Tomlinson
• Client Development Director, Research Now
• Treasurer of the MRS Singapore
ASIA PACIFIC USAGE AND POPULATION
Introduction Country/State ration
Australia 80%
Cambodia 2%
China 36%
Hong Kong 69%
India 8%
Indonesia 16%
Japan 78%
South Korea 81%
Macao 49%
Malaysia 59%
New Zealand 84%
Philippines 29%
Singapore 77%
Taiwan 70%
Thailand 27%
Vietnam 32%
Challenges
Industry challenges:
Low ration amongst the older generation
Professional respondents on panels
Maintaining data quality/representation across the board
Maintaining the resource that is survey respondents, to
ensure they respect what we do and why we do it, so they
may participate again.
While the panel experience is certainly a part of this and not to be
overlooked, the bigger picture shows a collaboration needed
between Research Suppliers, Researchers and Clients.
In specific, what impact does Researcher/Client based survey
design have on participant satisfaction with the Market Research
industry and in turn, data quality?
Objectives
Which design features cause dissatisfaction and satisfaction?
What is the impact on future participation?
Test design features in a ‘good’ vs. ‘poor’ survey
What is the relationship between survey design, participant
behaviour and data quality?
Produce mendations for survey design
Methodology
• Analysis of survey satisfaction data: Research Now’s
Valued Opinions panels UK, USA, Australia,
Germany, Spain, Sweden, Russia, Brazil, China &
Survey India
satisfaction • Survey classification based on respondent ratings →
best/worst: UK, US, Australia & Germany
• Survey review → satisfaction/dissatisfaction
Future • Analysis of subsequent participation of members
pleted or dropped out of the best and
participation worst surveys
•‘Good’ vs. ‘Poor’ survey – UK panel
Com