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Web Surveys Target Too Few According to SPSS
Feedback is essential to the success of every market research organization. Yet, in recent years, researchers have found it increasingly more difficult to survey consumers as often invasive techniques of the past caused survey cooperation rates to decline. Think Web surveying alone is the answer? You’d be wrong.
According to market-leading predictive analytics software company SPSS Inc. (Nasdaq: SPSS), Web-based surveys may appear to be less intrusive and easier to conduct, but without pen and paper or a good “old-fashioned” telephone, organizations miss the opinions of many, including those without a computer, the forever and selectively computer illiterate and a large part of the senior population that simply missed the tech revolution.
“As the market research industry continues to move toward Web-based surveys, it’s essential for organizations to bear in mind demographics that still use traditional survey techniques, such as in-person, paper or phone. Additionally, the length of questionnaire, type of study and subject matter or product category, relationship with the respondent and value of the subject matter will all influence the survey channel selection,” said Patrick Quigley, global vice president of SPSS survey technologies. “These techniques are all still valuable, and in many cases essential, if organizations expect to present clients with the most accurate and complete view of customer attitudes and opinions.”
In fact, the Pew Internet & American Life Project (www.pewinternet.org) recently found 49 percent of Americans only occasionally use modern gadgetry and many others bristle at electronic connectivity – the Internet.
That’s why many leading market research companies, including Kantar Operations, Burke Inc., Morley Companies Inc., TARP Worldwide and Synovate, rely on enterprise feedback management survey software from SPSS to tap into the deepest and most vast customer populations.
SPSS gives organizations a multimodal approach – allowing consumers the option of how they prefer to be surveyed, either through paper, Web, phone or other innovative techniques such as instant messenger or mobile phones.
“SPSS understands that market research companies large and small face client demands to reach and survey all respondents with the most appropriate method,” said Jeff Thompson, director of research technology at Kantar Operations. “By offering powerful, feature-rich and flexible survey solutions, we are able to collect the true voice of the customer.”
Twenty-four of the top 25 global market research organizations rely on SPSS technologies to maximize productivity and accuracy through every phase of the research process, from ad hoc research projects to high-volume, complex research programs.
