Riding the Value Shift in Market Research
Total Page:16
File Type:pdf, Size:1020Kb
Load more
Recommended publications
-
Questionnaire Design Guidelines for Establishment Surveys
Journal of Official Statistics, Vol. 26, No. 1, 2010, pp. 43–85 Questionnaire Design Guidelines for Establishment Surveys Rebecca L. Morrison1, Don A. Dillman2, and Leah M. Christian3 Previous literature has shown the effects of question wording or visual design on the data provided by respondents. However, few articles have been published that link the effects of question wording and visual design to the development of questionnaire design guidelines. This article proposes specific guidelines for the design of establishment surveys within statistical agencies based on theories regarding communication and visual perception, experimental research on question wording and visual design, and findings from cognitive interviews with establishment survey respondents. The guidelines are applicable to both paper and electronic instruments, and cover such topics as the phrasing of questions, the use of space, the placement and wording of instructions, the design of answer spaces, and matrices. Key words: Visual design; question wording; cognitive interviews. 1. Introduction In recent years, considerable effort has been made to develop questionnaire construction guidelines for how questions should appear in establishment surveys. Examples include guidelines developed by the Australian Bureau of Statistics (2006) and Statistics Norway (Nøtnæs 2006). These guidelines have utilized the rapidly emerging research on how the choice of survey mode, question wording, and visual layout influence respondent answers, in order to improve the quality of responses and to encourage similarity of construction when more than one survey data collection mode is used. Redesign efforts for surveys at the Central Bureau of Statistics in the Netherlands (Snijkers 2007), Statistics Denmark (Conrad 2007), and the Office for National Statistics in the United Kingdom (Jones et al. -
Esomar/Grbn Guideline for Online Sample Quality
ESOMAR/GRBN GUIDELINE FOR ONLINE SAMPLE QUALITY ESOMAR GRBN ONLINE SAMPLE QUALITY GUIDELINE ESOMAR, the World Association for Social, Opinion and Market Research, is the essential organisation for encouraging, advancing and elevating market research: www.esomar.org. GRBN, the Global Research Business Network, connects 38 research associations and over 3500 research businesses on five continents: www.grbn.org. © 2015 ESOMAR and GRBN. Issued February 2015. This Guideline is drafted in English and the English text is the definitive version. The text may be copied, distributed and transmitted under the condition that appropriate attribution is made and the following notice is included “© 2015 ESOMAR and GRBN”. 2 ESOMAR GRBN ONLINE SAMPLE QUALITY GUIDELINE CONTENTS 1 INTRODUCTION AND SCOPE ................................................................................................... 4 2 DEFINITIONS .............................................................................................................................. 4 3 KEY REQUIREMENTS ................................................................................................................ 6 3.1 The claimed identity of each research participant should be validated. .................................................. 6 3.2 Providers must ensure that no research participant completes the same survey more than once ......... 8 3.3 Research participant engagement should be measured and reported on ............................................... 9 3.4 The identity and personal -
EFAMRO / ESOMAR Position Statement on the Proposal for an Eprivacy Regulation —
EFAMRO / ESOMAR Position Statement on the Proposal for an ePrivacy Regulation — April 2017 EFAMRO/ESOMAR Position Statement on the Proposal for an ePrivacy Regulation April 2017 00. Table of contents P3 1. About EFAMRO and ESOMAR 2. Key recommendations P3 P4 3. Overview P5 4. Audience measurement research P7 5. Telephone and online research P10 6. GDPR framework for research purposes 7. List of proposed amendments P11 a. Recitals P11 b. Articles P13 2 EFAMRO/ESOMAR Position Statement on the Proposal for an ePrivacy Regulation April 2017 01. About EFAMRO and ESOMAR This position statement is submitted In particular our sector produces research on behalf of EFAMRO, the European outcomes that guide decisions of public authorities (e.g. the Eurobarometer), the non- Research Federation, and ESOMAR, profit sector including charities (e.g. political the World Association for Data, opinion polling), and business (e.g. satisfaction Research and Insights. In Europe, we surveys, product improvement research). represent the market, opinion and In a society increasingly driven by data, our profession ensures the application of appropriate social research and data analytics methodologies, rigour and provenance controls sectors, accounting for an annual thus safeguarding access to quality, relevant, turnover of €15.51 billion1. reliable, and aggregated data sets. These data sets lead to better decision making, inform targeted and cost-effective public policy, and 1 support economic development - leading to ESOMAR Global Market Research 2016 growth and jobs. 02. Key Recommendations We support the proposal for an ePrivacy Amendment of Article 8 and Recital 21 to enable Regulation to replace the ePrivacy Directive as research organisations that comply with Article this will help to create a level playing field in a true 89 of the General Data Protection Regulation European Digital Single Market whilst increasing (GDPR) to continue conducting independent the legal certainty for organisations operating in audience measurement research activities for different EU member states. -
Esomar Guideline on Social Media Research
ESOMAR GUIDELINE ON SOCIAL MEDIA RESEARCH World Research Codes and Guidelines 1 | World Research Codes and Guidelines All ESOMAR world research codes and guidelines, including latest updates, are available online at www.esomar.org © 2011 ESOMAR. All rights reserved. Issued July 2011 No part of this publication may be reproduced or copied in any form or by any means, or translated, without the prior permission in writing of ESOMAR. ESOMAR codes and guidelines are drafted in English and the English texts are the definitive versions. 2 | World Research Codes and Guidelines ESOMAR GUIDELINE ON SOCIAL MEDIA RESEARCH CONTENTS 1. INTRODUCTION 3 1.1 Scope 3 1.2 Definitions 3 2. KEY PRINCIPLES 4 2.1 Distinguishing market, social and opinion research as a purpose 4 2.2 Conforming to law 5 2.3 Consent and notification 6 2.4 Protecting identifiable data 6 2.5 Ensuring no harm 7 2.6 Children 7 2.7 Reputation of the industry 8 2.8 Reporting 8 3. SOME SPECIFIC RECOMMENDATIONS 8 FOR CERTAIN SOCIAL MEDIA 3.1 Defining social media areas 8 3.2 Private social media areas issues 8 3.3 Market research social media areas issues 9 4. FURTHER INFORMATION 9 Appendix 1: Key fundamentals of the ICC/ESOMAR Code 10 Appendix 2: Contract/Policy advice with sub-contractors/third party suppliers of SMR 10 3 | World Research Codes and Guidelines 1. INTRODUCTION The evolution of social media in recent years has changed the way that hundreds of millions of people share information about themselves around the world. The concept of consumers generating their own content on the internet has become ubiquitous. -
Interactive Voice Response for Data Collection in Low and Middle-Income Countries
Interactive Voice Response for Data Collection in Low and Middle-Income Countries Viamo Brief April 2018 Suggested Citation Greenleaf, A.R. Vogel, L. 2018. Interactive Voice Response for Data Collection in Low and Middle- Income Countries. Toronto, Canada: Viamo. 1 0 - EXECUTIVE SUMMARY Expanding mobile network coverage, decreasing cost of cellphones and airtime, and a more literate population have made mobile phone surveys an increasingly viable option for data collection in low- and middle-income countries (LMICs). Interactive voice response (IVR) is a fast and cost-effective option for survey data collection. The benefits of trying to reach respondents in low and middle-income countries (LMICs) via cell phone have been described by The World Bank,[1] academics[2,3], and practitioners[4] alike. IVR, a faster and less expensive option than face-to-face surveys, can collect data in areas that are difficult for human interviewers to reach. This brief explains applications of IVR for data collection in LMICs. Sections 1- 4 provide background information about IVR and detail the advantages of “robo-calls”. The next three sections explain the three main target groups for IVR. Beginning with Section 5 we outline the four approaches to sampling a general population and address IVR data quality. Known respondents, who are often enrolled for monitoring and evaluation, are covered in Section 6, along with best practices for maximizing participant engagement. Finally, in Section 7 we explain how professionals use IVR for surveillance and reporting. Woven throughout Sections 5-7, four case studies illustrate how four organizations have successfully used IVR to for data collection. -
When Should We Ask, When Should We Measure?
Page 1 – CONGRESS 2015 Copyright © ESOMAR 2015 WHEN SHOULD WE ASK, WHEN SHOULD WE MEASURE? COMPARING INFORMATION FROM PASSIVE AND ACTIVE DATA COLLECTION Melanie Revilla • Carlos Ochoa • Roos Voorend • Germán Loewe INTRODUCTION Different sources of data Questionnaires have been a fundamental tool for market research for decades. With the arrival of internet, the questionnaire, a tool invented more than 100 years ago, was simply adapted to online data collection. The arrival of online panels in the 2000s meant an important boost for online questionnaires, and as a consequence, the tipping point for their online migration. We have come this far making all kind of market research projects using almost always the same tool. But this does not mean there is no room or need for improvement. If researchers massively used questionnaires during all these years, it is not because this is the most suited data collection tool for all the problems they faced; but because there were no better alternatives available. In addition, nowadays, things are changing really fast. This affects survey-based market research, particularly when the data collection process relies on respondent’s memory. A tool that was working reasonably in the past may not be sufficient anymore. Indeed, in the last decades, with the development of new technologies, an increased part of the consumer activity takes place on the internet. Also, we have witnessed an explosion of relevant events for marketing: increased consumer ad exposure through multiple channels, increased availability of products and brands, complex and quick decision making processes, etc. Larger memory issues may be expected in this new situation. -
Solvay 224 Avenue Louise 1050 Brussels
Mobilise! Incorporating Mobile Phones in Social and Policy-oriented Surveys ALEC M GALLUP FUTURE OF 1SURVEY RESEARCH FORUM 14 October, 2009 Hôtel Solvay 224 Avenue Louise 1050 Brussels % Dear Attendee, Mobile phones have had a remarkable impact on the world in a relatively short period of time. In all surveys, the overriding consideration is to reach all members of the public, young or old, male or female, employed or self- employed. In the nineties, fixed-line telephone coverage reached almost saturation point, but times are changing. In Europe, countries such as Finland and the Czech Republic now have a majority of citizens who are "mobile-only". Furthermore, as mobile phone ownership and usage is currently higher among certain groups, such as younger members of the population, the potential arises for mobile-phone non- coverage bias. This was a topic widely debated during the 2004 US Presidential election. Further discussion and research on the topic is vital. That's why Gallup has brought together the world's leading experts to thrash out issues that will undoubtedly impact the future of social research. Earlier this year, we were saddened by the death of Alec Gallup, a consummate polling professional who served the company for 60 years. If he was still with us, he would be watching the increase of the mobile-phone population with interest. Alec Gallup understood polling from A to Z and he knew that that the future of survey research depended on methodologies that would continue to give an equal opportunity of being polled … to all members of the public Bi-annual series of seminars: Future of Surveys We would therefore like to welcome you to "The 1st Alec Gallup Future of Survey Research Forum: Incorporating Mobile Phones in Social and Policy-oriented Surveys. -
Survey Data Collection Using Complex Automated Questionnaires
From: AAAI Technical Report SS-03-04. Compilation copyright © 2003, AAAI (www.aaai.org). All rights reserved. Survey Data Collection Using Complex Automated Questionnaires William P. Mockovak, Ph.D. Bureau of Labor Statistics Office of Survey Methods Research 2 Massachusetts Ave. N.E. Washington, DC 20212 [email protected] Abstract Since the early 1980s, researchers in the federal statistical com- The CPS is conducted by a workforce of about 1,500 inter- munity have been moving complex surveys from paper question- viewers scattered across the U.S. who conduct interviews naires to computer-assisted interviewing (CAI). The data col- in respondents’ homes and, occasionally, on doorsteps, lected through such surveys cover a variety of needs, from critical porches, lawns, etc., or over the telephone from either an information on the health of the economy to social issues as interviewer’s home or from a centralized telephone inter- measured by statistics on health, crime, expenditures, and educa- viewing facility. Although the composition of the inter- tion. This paper covers some of the key issues involved in devel- viewer workforce has undergone some changes in recent oping applications used primarily by a middle-age, part-time years with the increased hiring of retirees, historically, the workforce, which uses the software in a variety of situations, majority of interviewers have been women between the while interacting with an occasionally uncooperative public. ages of 45 and 55, who work part-time, and who lack many of the computer skills taken for granted in younger popula- Introduction tions. Many interviewers tend to work on a single, primary survey, but are available to work on others (some continu- Government surveys provide critical information on a vari- ous, some one-time). -
Management of COVID-19 Measures
ESOMAR Statement: The role of Data, Research and Insights community in supporting global crisis and post-crisis management of Covid19 measures. Key recommendations to facilitate access and dissemination of our expertise Research has always been the cornerstone of informed decisions; why not lean on that expertise now and ensure evidence-based decision making and accelerate the termination of the crisis and the recovery post-crisis? For these reasons, ESOMAR is calling upon business leaders who commission research, national government leaders, international bodies, and the business community to take these following steps: 1. Maintain the current levels of funding and reallocate research spend to help improve our knowledge and evidence-base on Covid-19 related measures; 2. Enact government funding programmes to specifically support collaboration on Covid-19 thematic research for the general interest; 3. Issue immediately calls for tender to conduct comprehensive and wide-ranging social research by researchers that abide to the principles of accepted codes of conduct governing market, opinion, and social research; 4. Support our measures to collate and disseminate research expertise for the general public interest; 5. Establish multi-disciplinary research expert groups composed of academics, private experts and government representatives to provide up-to-date research expertise on the impact of the crisis and to support communication efforts both during and after the crisis has passed; 6. Work with these expert groups to evaluate and use the insights to inform government strategies moving forward. The research community stands ready to act in support of the general public interest. Page 2 A unique context, a watershed moment Our world is currently facing a watershed on the immediate crisis management moment. -
Planning and Implementing Household Surveys Under COVID-19
TECHNICAL GUIDANCE NOTE Planning and Implementing Household Surveys Under COVID-19 TECHNICAL GUIDANCE NOTE Planning and Implementing Household Surveys Under COVID-19 Date: 15 December 2020 Keywords: Household surveys, Face-to-face interview, Safety protocol, COVID-19 ii Contents Acknowledgements iii Introduction 5 1. General principles 6 2. Planning data collection 7 2.1 Setting/Revisiting survey objectives 7 2.2 Assessing the COVID-19 situation 7 2.3 Building the project team 7 2.4 Budgeting 8 2.5 Choosing the mode of data collection 9 2.6 Designing the questionnaire 10 3. Field organization 11 3.1 Recruiting field staff 11 3.2 Organizing field staff 12 3.3 Advocacy and communication 12 3.4 Survey materials and equipment 13 3.5 Training field staff 13 Protocols 14 Venue 15 Supplies 15 During training 15 3.6 Making fieldwork plan 16 4. Fieldwork 17 4.1 Before the interview 17 4.2 During the interview 18 4.3 After the interview 18 4.4 Transportation to and from the field 18 5. Post fieldwork 19 ANNEX 1. Checklist for planning and carrying out household survey sunder COVID-19 20 ANNEX 2. Etiquette for organizing and attending remote training sessions 25 ANNEX 3. COVID-19 Risk Assessment Questionnaire 26 ANNEX 4. Informed consent (example) 28 iii Acknowledgements This Technical Guidance Note was prepared by Haoyi Chen from the Inter-Secretariat Working Group on Household Surveys and, Gbemisola Oseni, Amparo Palacios-Lopez, and Akiko Sagesaka from the Living Standards Measurement Study team of the World Bank. It was produced under the direction of co-Leads of the COVID-19 Task Force: Francesca Perucci, Deputy Director of the United Nations Statistics Division; Gero Carletto, Manager of the Living Standards Measurement Study of the World Bank and Silvia Montoya, Director of the UNESCO Institute for Statistics. -
Preparing and Fielding High-Quality Surveys Practical Strategies for Successfully Implementing Neighborhood and School Climate Surveys in Promise Neighborhoods
NEIGHBORHOODS, CITIE S, AND METROS RESEARCH REPORT Preparing and Fielding High-Quality Surveys Practical Strategies for Successfully Implementing Neighborhood and School Climate Surveys in Promise Neighborhoods Kaitlin Franks Hildner Elizabeth Oo Peter A. Tatian June 2015 ABOUT THE URBAN INSTITUTE The nonprofit Urban Institute is dedicated to elevating the debate on social and economic policy. For nearly five decades, Urban scholars have conducted research and offered evidence-based solutions that improve lives and strengthen communities across a rapidly urbanizing world. Their objective research helps expand opportunities for all, reduce hardship among the most vulnerable, and strengthen the effectiveness of the public sector. Copyright © June 2015. Urban Institute. Permission is granted for reproduction of this file, with attribution to the Urban Institute. Cover image by Tim Meko. Contents Acknowledgments iv Introduction 1 Characteristics of a High-Quality Survey 2 Neighborhood Survey 4 Mode of Survey Data Collection 4 Considerations When Constructing a Survey Sample 4 Preparation and Logistics of Survey Field Management 5 Recommendations for Sample Training Scenarios 12 School Survey 18 Conclusion 20 Appendix A 21 Appendix B 23 Notes 24 References 25 About the Authors 26 Statement of Independence 27 Acknowledgments This report was funded by the US Department of Education. We are grateful to them and to all our funders, who make it possible for Urban to advance its mission. Funders do not, however, determine our research findings or the insights and recommendations of our experts. The views expressed are those of the authors and should not be attributed to the Urban Institute, its trustees, or its funders. -
ESOMAR Questions to Help Social Media Research Buyers
Briefing questions when considering tools and services for unstructured data—text, images, audio, and video August 17, 2018 © 2018 ESOMAR. All rights reserved. Issued ?? 2018. No part of this publication may be reproduced or copied in any form or by any means, or translated, without the prior permission in writing of ESOMAR. ESOMAR codes, guidelines and similar documents are drafted in English and the English texts are the definitive versions. INTRODUCTION ............................................................................................................................................ 3 COMPANY PROFILE AND CAPABILITIES ................................................................................................... 3 DATA SOURCES AND TYPES ..................................................................................................................... 3 SOFTWARE DESIGN AND CAPABILITIES .................................................................................................. 4 DATA QUALITY AND VALIDATION .............................................................................................................. 6 GUIDANCE ON PROFESSIONAL STANDARDS ......................................................................................... 9 PROJECT TEAM ............................................................................................................................................ 9 2 INTRODUCTION In 2012, ESOMAR published 24 Questions to Help Buyers of Social Media Research. These questions were intended