November is Online Survey Response Rate Month
In this month’s newsletter, we are focusing upon online survey cooperation and completion rates given their overwhelming importance upon data quality- the single most important attribute to market research buyers and professionals.
The Challenge
While nearly seven out of eight (84%) marketers view online research as a valuable decision-making tool, 57% of all MR professionals are concerned about low online survey cooperation and completion rates. The challenge is to ensure quality online survey data can be obtained to make reliable marketing and business decisions.
Contributing Factors
MR professionals believe the frequency of contact, long surveys and general consumer apprehension are among the key drivers responsible for low online survey cooperation and completion rates today.
Solutions: What Your MR Team Can Do
To make online surveys provide the best possible data, your MR team should focus upon developing shorter and more engaging surveys for your target audience. This means eliminating any non-essential, "nice to know" questions from your survey. Your MR team should also consider watching a member of your target audience (perhaps a colleague, friend or family member) as they take the survey. This will enable your researchers to assess the audience's level of engagement and find ways to improve it.
With more involved participants, your MR team will get more accurate data resulting in superior marketing and business decisions.
Who Is Responsible?
While it may be tempting to "push" the low response problem and corresponding solution upon your market research supplier, don’t. The designers of surveys have among the greatest influence in driving online survey rates.
Rather than delegate the solution, partner with your MR supplier to find the right balance between the survey invitation, targeting individuals who have not recently participated in surveys, and the length and complexity of your survey.
Conclusion
Higher quality data from this powerful research method will generate additional respect for your professional skills and help open the door to future career opportunities for you and your MR team.
About the Survey: N=237 Market Research Professionals conducted in March, 2007. Please contact us for additional information regarding this survey, 2007 Annual Survey of Market Research Professionals.
Mike Carroll
800-872-5401mcarroll@marketresearchcareers.comwww.marketresearchcareers.com
