NONE: Re: ONLINE-ADS>> Online marketing research dilemmas
Re: ONLINE-ADS>> Online marketing research dilemmas
Steve Runfeldt (stever_at_CustomerSat.com)
Wed, 17 Jun 1998 12:39:16 -0400
Wise use of Internet technology can resolve virtually all of the concerns about
sampling issues.
At CustomerSat.com virtually all of our reseach uses a targeted sample, either
employees or customers where the email addresses and relevant demographics are
known. We send email survey invitations out to the targeted sample. The
URL of
the survey with an embedded password is contained in the email invitation,
so the
respondent simply clicks and goes to the survey. Since the password is
embedded in
the URL they do not have to type anything in or fill out a screener or
registration
page. Each invitation may be used exactly one time. This approach gives us a
comparable level of sample control to that of a phone survey. We call this
process
Positive Respondent Identification (tm) and have a demo of it on our website at
http://www.customersat.com/PRI/
I have recently spoken with some of the folks at Polk Research. They provide
demographically balanced sample for phone surveys. For the last three
months they
have been asking for email addresses. It will soon be possible to get a
list of
email addresses from them of people who have already agreed to accept survey
invitations and whose demographics are known.
We have a Java based survey invitation which we call Pop!Up. This survey
window
pops up on the screens of a randomly selected number of visitors to a web page.
Visitors who agree to complete a survey then get an icon that sits at the
top of
the screen and follows them as they browse the site. When they have conducted
their business they can click on the icon to get the survey. By randomly
selecting
which visitors get the Pop!Up invitation we introduce a greater level of sample
control than a simple link would allow. This is also demonstrated on our
website.
Several companies have now developed panels of Internet survey respondents.
While
there are issues about using panels vs random sampling, there is no reason to
believe that these panels should differ in any meaningful way from panels
used in
phone and paper mail surveys.
We also have the ability to control sample through careful control of banner ad
links on search engines and advertising websites. While this type of
control is
not as accurate as using demographically balanced email lists, it can be quite
effective, especially in cases where the sampling is of a sensitive nature. We
were recently asked to do a survey of HIV positive individuals. Screening
for this
kind of survey would be nearly impossible via the phone. Our solution was to
banner ad link the survey to keywords in the search engines - AIDs, HIV, etc.
While this approach does open us up for some unwanted noise, careful use of
screeners can produce reasonable solid results.
Finally, we are getting response rates that compare very favorably with,
and are
often better than, those you get with phone surveys. If you can get
close to a
50% or greater response rate the issue of self selection starts to become a
moot
point.
Regards,
Steve Runfeldt
http://www.CustomerSat.com
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