There have been many advancements in the evolutionary process of online sampling and survey optimization that have improved data quality by making research more engaging for survey participants. Advancements such as routers, for example, have enhanced sample optimization by assigning survey respondents to surveys based on profiling or demographic data to ensure they are served relevant surveys so 1) their time is not wasted and 2) they are only answering questions applicable to them and 3) so we are exposing them to as few questions as possible, reducing cognitive bias.
In addition, calls-to-action like those in the recent GRIT Consumer Participation in Research Report have challenged researchers to adopt a mobile-first mindset:
“If researchers don’t adapt their data collection techniques to the changing habits of people, there is a good chance that the data will miss out on key segments of the population – just as a reliance on telephone surveys – which have a 9% completion rate – tends to risk being unrepresentative in the twenty-first century.”
What’s more, quality also depends on how you source participants – which was the subject of a talk I gave with Roddy Knowles, also with Research Now, at IIeX. It encompasses the 5 Rs of sample – Recruitment, Registration, Respondent Management, Research, and Rewards – and the importance of ensuring data quality requires checks and measurements at every point in the research lifecycle.
If anyone is talking about quality, and they’re only talking about one area of quality, they are doing you (and the industry) a real disservice. Great companies understand that quality is a huge investment. You need to partner with companies that aren’t trying sell you the “flavor of the day” quality story.
At Research Now, we’ve committed to quality from start to finish in the research process via our Total Research Quality™ System, a comprehensive integrated system of tools, metrics, procedures, and policies that operates throughout the entire lifecycle of each survey participant across every project we complete to ensure that those we work with are receiving the highest quality data available.
This blog is part 6 of a 7-part blog series by Research Now. To check out parts 1, 2, 3, 4, and 5, click the hyperlinks.
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