Quantitative Research in 2010
Posted by Jeffrey Henning on Sat, Jan 02, 2010
As we plan for the rest of 2010, what quantitative techniques will market researchers increase their use of? As part of their annual Research Industry Trends survey, Rockhopper Research interviewed 512 research organizations about their plans for this year. Of the respondents, 43% were full-service MR providers, 26% were research consultants, 11% were end users and the rest were specialists.
The survey reveals greater usage of mobile surveys, online surveys, community surveys and proprietary panels.
- Mobile phone surveys are no longer just for cell-phone companies. A net of 61% of organizations surveyed (66% planning to increase usage, with 5% planning to decrease usage) will do more mobile research in 2010. Mobile surveys take many forms: cell-phone only samples for telephone surveys, SMS surveys, and web surveys on phones. Make sure your own web surveys render well on smart phones; more of your respondents will be receiving your survey invitation on their phone and taking the survey there rather than from their laptop or desktop computer.
- Online surveys will see a net of 60% of organizations increase usage this year (increasing at 63% of organizations, decreasing at 3%), continuing to cannibalize CATI (Computer-Assisted Telephone Interviewing) surveys. Not only are online surveys more affordable, but research by Jon Krosnick, Ray Poynter and others shows that compared to telephone surveys many respondents prefer to take surveys online, provide more truthful answers in web surveys and are less likely to satisfice (e.g., go through the motions rather than select the best answer to each question).
- Community surveys will also see increased use (net increase at 58% of organizations), as firms look for creative ways to merge quantitative and qualitative research. You never want to assume qualitative insights are representative. Investigate vocal discussions in the online community with a survey to determine how widespread certain viewpoints are.
- Surveys on blogs will see more use (net organizational increase of 48%), but keep in mind that using blogs for sampling produces qualitative surveys and the results should be treated as illustrative rather than representative. Such surveys are best done for entertainment purposes for blog readers or for tactical insights rather than for strategic research.
- Hybrids, incorporating two or more quantitative techniques in a study, are forecast to see a net increase at 45% of organizations. More than one traditional CATI research firm offers mixed CATI/web surveys fielding the same questionnaire.
- Proprietary panels allow you to centrally manage your data gathering (44% net increase). NPR does seven times more surveys a month since putting in place their panel, with response rates in excess of 65%, yet contacts no panelist more than twice a month. Panel management is a win-win situation, and an example of why 51% of organizations are increasing their use of proprietary panels in 2010.
- Access panels (third-party rented panels) continued to see expanded usage, though at much slower rates than the above-mentioned methodologies (25% net increase). Despite continued concerns about panel quality, usage of access panels is forecast to grow at more organizations in 2010 than in 2009 (when there was a 15% net increase at organizations). Similarly to blog surveys, access panels--while considered a traditional quantitative method--should typically be considered illustrative rather than representative.
As you refine your own 2010 research plan, be sure to check out my new e-book,
2009 Market Research Dynamics, which recaps 41 presentations from four fall research conferences discussing many issues you will want to address this year.