Online Quantitative Research

What works, and what doesn’t?

Scott W. SpainDigitalBiz Corporationswspain@DigitalBiz.com

Survey Types: Email

Email Surveys

ProsVery quickHighest online response rates

ConsNo layout controlLimited control of user inputCan not validate (force) responsesData entry problems

Survey Types: HTML

HTML Surveys

ProsGood formatting optionsDeliver rich contentInput validation *possible*

ConsNo logic (skips, pipes, rotations & randomizations)Long pages

Survey Types: Dynamic

Dynamic Surveys

ProsGreat logic controlsRich media delivery“Anything” is possible (with the right tools)

ConsDifficult to programSoftware 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

ProsInexpensive, easy programming.Hosted anywhere

ConsRequires CGI creation or manual data entryTime consuming

HTML: Low-cost Software

ProsInexpensiveEasy to useMost have data saving element in placeHosted anywhere

ConsNone, if you’re happy with flat HTML forms

Dynamic: Low-cost Software

ProsBasic skip patternsResponse piping (occasionally)Minimal special hosting requirements

ConsVery limited logicCustomization limitedOne question per pageCo-branding?

Dynamic: High-end SoftwarePros

“Good” logic controlGreat response validationReasonable programming time

ConsPainfully expensiveHigh-priced bandwidth & serverStill limited by software’s capabilitiesSteep learning curvePage breaks not always customizableCo-branding?

Dynamic: Custom Programming

ProsDo anything!Custom page breaksUnlimited layout options

ConsPotential long programming timeHigh-priced bandwidth & serverSteep learning curveCo-branding?

Sampling Options

Open: General online population & Web site visitorsClosed: “Warm market” interviewing

Recruiting: Open Method

Web site linksBanner adsPop-upsNewsgroup / forum postingOpt-in marketing listsSpamming

Recruiting: Open Method

Personal email invitationsPostal mail invitationsTelephone recruiting w/ email follow-upInternet 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 BenefitsRespondent convenienceNon-intrusiveData collection speedSpeed of data deliveryPresentation of rich content (audio, video, 350 panoramas, etc.)Deep open-ended responsesVery inexpensiveInteractive record keeping (database updates)Instant action alertsOpens the research doors to new companiesEliminates or minimizes certain biases (interviewer, social acceptance, etc.)Data appears to “line up”

Online Research Drawbacks

Bandwidth limitationsBrowser compatibility issuesNo positive respondent identificationUncontrolled open-end responsesNo interviewer interactionShorter respondent attention spanGeneral population not represented onlineInadequate sampling solutions

Conclusion

Will online research replace traditional methods?