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How To Choose The Best Marketing Research Methodologies

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What you need to know about web, mail and IVR surveys

 

By Rebecca Anton

The top data collection methods commonly used for conducting marketing research today are telephone and mail surveys, web surveys and interactive voice response (IVR) systems. Though telephone interviewing is used most frequently, another method may be a better choice for your next marketing research project. Consider the advantages among these alternate marketing research methodologies.

Web Surveys

For online research, a web survey is programmed into an interactive web-based script. The technology supports both closed and open-ended questions. Web surveys are dynamic and can support multiple brands or product types. Due to this flexibility, only one survey has to be programmed. The code then reads directly from the sample file and either pipes in different text or skips to different questions, depending on the situation.

Invitations containing a link to the web survey and login credentials are sent to everyone in the sample file. If the respondent does not finish the survey, they can complete it later by using the same login credentials to re-access the survey. Generally, one or more reminder invitations are sent to those who do not complete the web survey within a specified period of time.

The data set contains answers to each question responded to, as well as minimal information regarding each sample record.

It is best to use web surveys when the targeted respondents access their email regularly and you have access to valid email addresses for the majority of the respondents. It is also best to use web surveys when the sample is coming from a panel, as opposed to a client-supplied list. Also, web surveys have a distinct advantage when it is important to show images or pictures in the survey.

Mail Surveys

With mail surveys, the printed survey includes a different version for each brand or product type.The mail survey is typically sent to every customer who has had recent contact with the company. After completing the survey, the respondent mails it back to the appropriate place. The data is then hand-keyed or scanned into a database table. The data set contains information regarding those who completed the survey.

It is best to use mail surveys when there is only one or two versions of the survey and you have accurate mailing addresses for the majority of the intended respondents. Mail surveys are particularly useful when the survey solicits sensitive information; respondents are often reluctant to tell a live interviewer how much they earn or their opinion on a controversial issue such as abortion.

Mail surveys are useful when time is not an issue but low cost is a priority. The mail piece itself (when professionally done) implies a customer care mentality on behalf of the company sending it, regardless of whether the respondent participates.

IVR Surveys

 

With interactive voice response, a survey is recorded by a human voice of choice (e.g., male or female).The technology supports both closed and open-ended questions. All or parts of an IVR survey may be recorded and saved as audio files.

The IVR survey is dynamic and can support multiple brands or product types. Thus, only one survey has to be programmed. The code then reads directly from the sample file and either pipes in different text or skips to different questions, depending on the situation. The respondent is taken through the IVR survey one question at a time and is asked to respond by pushing a button on their phone.

The data set contains answers to each question responded to, as well as minimal information regarding each sample record (e.g., whether the number was dialed, if the respondent attempted to take the survey).

When a marketing research firm answers these 10 critical questions, you will be well-informed and can make the best decision about their CATI capability. Choosing a qualified research partner, along with the most appropriate methodology, will result in the most valuable data for your organization.

It is best to use inbound IVR surveys when:

• The survey contains no more than 10 questions.(Typically, unless there are significant incentives provided, most IVR survey respondents will stay on the phone no longer than three minutes.)
• The survey questions are easy to understand. (Questions should not confuse the respondent or require additional explanation.)
• Most of the questions utilize the same rating scale. (Swapping between different scales can often confuse to the respondent.)
• The ‘sample size’ to ‘completes needed’ ratio is very high. (Because the response rate is low, and the completion rate is even lower, a large sample is needed.)
• There are no open-ended questions. (While it is possible to record responses to such questions, the answers are typically vague and not worth the cost associated with processing the audio files.)
• Differences between multiple survey versions (if there are multiples) are minimal.
• The survey requires minimal use of quota cell management.
• The respondents are motivated to complete the survey.

Before your company or organization embarks on its next project, choose a qualified research partner and the best methodology to achieve your marketing research objectives.

Remember that web surveys are ideal when the targeted respondents access their email regularly and/or images should be included. Mail surveys are best used for controversial or sensitive topics and/or when low cost is a priority.  IVR surveys are helpful when more than one version is needed to support multiple brands or product types and the respondent is highly motivated.

About the author

Rebecca Anton is Managing Director for Operations and Quality with Polaris Marketing Research. The Atlanta marketing research firm specializes in consumer and business customer satisfaction and loyalty measurement programs, with web, mail and telephone surveys, state-of-the-art online interactive reporting, interviewing and data collection, quantitative and qualitative research expertise and personalized project management. Anton can be reached at 404-816-0353 or find out more online at polarismr.com.

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