Wednesday, September 20, 2006
Everyone seems so caught up in on-line panels these days, like they are the only thing that matters. Of course we know why because it is relatively inexpensive to create a basic panel - but the truth is that a panel has little intrinsic value in its own right! We must not forget that. It is what we do with the panel that matters and this is where a more holistic view or discourse is especially useful.
Whilst the technology providers have given welcome insights and ideas to the 'new' paradigm in research it is research companies who are the custodians of quality as we move forwards - quality of sampling, of management and so on. Remember also that a panel is only 50% of the equation of field quality - the other 50% is the questionnaire itself. Who speaks for the quality of questionnaires!
I tell you two things on this:
1. I see so many people compare on-line results to F2F or CATI and when the results are very different they cry 'oh it is not representative' - I say look at the questionnaire design . Believe me I have seen shockers from many companies
2. Why do we always do things looking backwards in the rear view mirror? Why are we doing web surveys like CATI surveys? I want some Engagement! Some Interaction! Please someone.....
Whilst the technology providers have given welcome insights and ideas to the 'new' paradigm in research it is research companies who are the custodians of quality as we move forwards - quality of sampling, of management and so on. Remember also that a panel is only 50% of the equation of field quality - the other 50% is the questionnaire itself. Who speaks for the quality of questionnaires!
I tell you two things on this:
1. I see so many people compare on-line results to F2F or CATI and when the results are very different they cry 'oh it is not representative' - I say look at the questionnaire design . Believe me I have seen shockers from many companies
2. Why do we always do things looking backwards in the rear view mirror? Why are we doing web surveys like CATI surveys? I want some Engagement! Some Interaction! Please someone.....
