Research Roundup: Long Surveys, Dead Surveys, Science of Surveys
Posted by Vovici Blog on Sat, Mar 26, 2011
Here are five of the most retweeted links of the 670 links shared on the Twitter #MRX community this week:
- Will Social Media Replace Surveys as a Research Tool? – Jack Neff, writing in Advertising Age, described a panel discussion on “How Market Research Must Change” at the Advertising Research Foundation’s Re:Think 2011 conference in New York City. Joan Lewis, responsible for $350 million in research spending with Procter & Gamble, said she wanted to see less dogmatism about methodology; she believes P&G will continue to use surveys, on a reduced basis (much reduced by 2020), and will increase its usage of social media.
- Survey Research will be Dead by 2020 – Discuss – 3500 miles away at another conference, the Market Research Society’s Research 2011 in London, panelists were more positive about the role of surveys. Some themes: The limits of surveys are becoming better known than ever before, the quality of surveys needs to improve, surveys need to integrate with other research methods, and researchers need to use surveys more themselves!
- How Darden Hit #1 in MBA Student Satisfaction – John Byrne writes a detailed case study for Poets & Quants on how Darden looked beyond the faculty to research students directly about their experience at the school. A great example of a “Voice of the Student” program.
- On a Scale of 1 to 10, How Annoying is this Survey? – Frankie Johnson relates how a satisfaction survey from Best Buy led to her dissatisfaction, and contrasts the Best Buy approach to surveys with that of Netflix.
- Question Science – Jon Puleston of GMI has started a new blog on the science of online survey design. Check out his posts on “The 7 power phrases to boost question responses”, “Sliders: a user guide” and his response to Bernie Malinoff’s study “Sexy Questions, Dangerous Results”. Great to have you blogging, Jon!