Telephone Surveys And Consumer Market Research

admin    Web Marketing     consumer, Market, Research, Surveys, Telephone

Telephone Surveys And Consumer Market Research

One of the main advantages of telephone surveys versus other research methods for conducting consumer market research has historically been census matching.  The concept of “census matching” refers to aligning respondent demographics as closely as possible with U.S. Census demographics for the applicable survey population.  Client budgetary considerations can often play an important role in how census matching is applied for a given research study.

The first step in designing a consumer market research study is determining whether census matching is needed.  This depends on whether the study is focused on obtaining a representative sample from a nationwide, regional, metropolitan, or other geographic area, as opposed to sampling from a select group of respondents.  For example, consumer market research of cell phone users with household incomes above ,000 is by its nature not a census matching study.

Once it is determined that a telephone survey will use census matching, relevant census data can be obtained and the sub-quotas identified for the different demographics, such as gender, age, ethnicity, and household income.  At first blush, this seems simple enough. However, there are several factors that can quickly make this a far more expensive project.  One key cost factor is the type of sample that is used.  Other cost concerns include the manner in which the census demographics are nested, and whether cell phone interviewing is used.

In census match studies, telephone surveys are often used (instead of mail or online research surveys) due to the availability and affordability of random digit dialing (RDD) sample.  In a perfect world, and with enough calls, a consumer market research study using RDD sample should end up very closely matched with census demographics.  In practice, however, RDD telephone surveys are frequently supplemented with targeted listed sample so that particular demographics can be achieved and the costs of the project contained.  

For example, assume Study X is consumer market research of the Chicago metropolitan area using RDD sample with 600 total completes.  Also assume that a census match for ethnicity of Hispanic/Latino respondents is 16% of the respondents, among other demographics.  As the telephone survey nears completion, all sub-quotas are filled except for 20 Hispanic/Latino respondents.  Continued use of RDD sample would in theory reduce the incidence rate to 16% for this remaining group, but in the field it could be much lower.  By substituting listed sample for RDD sample for the remaining 20 respondents, Hispanic/Latino respondents can be targeted resulting in cost savings.

Another important cost consideration is how the RDD sample is nested when conducting the telephone surveys.  It is one thing to target different demographics such as gender, age, ethnicity, and household income as distinct categories; it is quite another to nest those categories and provide matching within each.  For example, it is an uncommon and more expensive consumer market research study that requires EACH age category (age range) to have its own census match based on gender, ethnicity and household income.  

Lastly, if telephone surveys are used for RDD sampling, strong consideration should be given to the use of cell phone sample for a portion of the consumer market research.  This increases the cost of the project since predictive dialers cannot be used with cell phone numbers.  Typically, the survey company can provide a cost quote with and without cell phone sample, so that a client can determine whether the budget allows for it.

As described above, telephone surveys using RDD sample for consumer market research has several layers of complexity that impact project costs.  In selecting a survey company, clients should obtain vendor quotes that specifically describe the type of sample that will be used, when/if listed sample will be used as a supplement, how the demographics will be nested (if at all), and whether cell phone sample will be used, and in which way.  Only then can an informed decision be made on how the consumer market research should be conducted given the project budget, and whether telephone surveys present a viable option.

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Marketing Research Surveys – Telephone Surveys and Consumer Market Research

admin    Web Marketing     consumer, Market, marketing, Research, Surveys, Telephone

Marketing Research Surveys – Telephone Surveys and Consumer Market Research

Marketing Research Surveys

One of the main advantages of telephone surveys versus other research methods for conducting consumer market research has historically been census matching. The concept of “census matching” refers to aligning respondent demographics as closely as possible with U.S. Census demographics for the applicable survey population. Client budgetary considerations can often play an important role in how census matching is applied for a given research study. Marketing Research Surveys

The first step in designing a consumer market research study is determining whether census matching is needed. This depends on whether the study is focused on obtaining a representative sample from a nationwide, regional, metropolitan, or other geographic area, as opposed to sampling from a select group of respondents. For example, consumer market research of cell phone users with household incomes above ,000 is by its nature not a census matching study.

Once it is determined that a telephone survey will use census matching, relevant census data can be obtained and the sub-quotas identified for the different demographics, such as gender, age, ethnicity, and household income. At first blush, this seems simple enough. However, there are several factors that can quickly make this a far more expensive project. One key cost factor is the type of sample that is used. Other cost concerns include the manner in which the census demographics are nested, and whether cell phone interviewing is used.

In census match studies, telephone surveys are often used (instead of mail or online research surveys) due to the availability and affordability of random digit dialing (RDD) sample. In a perfect world, and with enough calls, a consumer market research study using RDD sample should end up very closely matched with census demographics. In practice, however, RDD telephone surveys are frequently supplemented with targeted listed sample so that particular demographics can be achieved and the costs of the project contained.

For example, assume Study X is consumer market research of the Chicago metropolitan area using RDD sample with 600 total completes. Also assume that a census match for ethnicity of Hispanic/Latino respondents is 16% of the respondents, among other demographics. As the telephone survey nears completion, all sub-quotas are filled except for 20 Hispanic/Latino respondents. Continued use of RDD sample would in theory reduce the incidence rate to 16% for this remaining group, but in the field it could be much lower. By substituting listed sample for RDD sample for the remaining 20 respondents, Hispanic/Latino respondents can be targeted resulting in cost savings. Marketing Research Surveys

Another important cost consideration is how the RDD sample is nested when conducting the telephone surveys. It is one thing to target different demographics such as gender, age, ethnicity, and household income as distinct categories; it is quite another to nest those categories and provide matching within each. For example, it is an uncommon and more expensive consumer market research study that requires EACH age category (age range) to have its own census match based on gender, ethnicity and household income.

Lastly, if telephone surveys are used for RDD sampling, strong consideration should be given to the use of cell phone sample for a portion of the consumer market research. This increases the cost of the project since predictive dialers cannot be used with cell phone numbers. Typically, the survey company can provide a cost quote with and without cell phone sample, so that a client can determine whether the budget allows for it.

As described above, telephone surveys using RDD sample for consumer market research has several layers of complexity that impact project costs. In selecting a survey company, clients should obtain vendor quotes that specifically describe the type of sample that will be used, when/if listed sample will be used as a supplement, how the demographics will be nested (if at all), and whether cell phone sample will be used, and in which way. Only then can an informed decision be made on how the consumer market research should be conducted given the project budget, and whether telephone surveys present a viable option. Marketing Research Surveys

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It is not (just) a Telephone – and We Talk About the Iphone 3G

admin    8615     About, iPhone, Just, talk, Telephone

It is not (just) a Telephone – and We Talk About the Iphone 3G

Lots of people spend energy discussing what iPhone can and can not do, compared to its competitors like HTC, Nokia, Sony Ericsson, Blackberry and many more. Some are of the opinion that iPhone is the largest invention since the wheel was discovered, and others think it is a hoax. What is the real strategy behind Apples’ work on this product?

iPhone is not foremost a telephone. iPhone is a small computer and media player that you also can make phone calls with.

Apple has made the first handheld computer platform that is so user friendly that you and me actually want to explore its potential it can offer you. Everybody that has dealt with the smart phones, PDAs’ and pocket PCs’ in the mobile and computer industry, knows that it is not something to be taken for granted. You will not be in love with a smart phone that is all other than smart.

On the iPhone you can read e-books, call for free on SKYPE, play electric guitar, drive car games, or play poker, check the TV programs, measure if my shelf is leveled right,. I can check my Twitter account, as I can check my e-mail, surf on the web and all the other things the phone is meant to do. I an also make my own programs on the gadget with the Apple SDK.

Several free or paid ad-on software like video recording and such, makes it possible to create some personality to my iPhone, which is not always something that can easily be done with the average cell phone.

The selection of free or shareware type of software is tremendous already, but is nothing to what will be available partly for free, and partly towards payment when Apple launches their shop for iPhone software in their AppStore.

Lots of the hacked iPhone software available now can be characterized as hobby projects, but after Apple opened up their platform for developers through their Software Development Kit for iPhone. Lots of serious software developers has entered the race to be the first and best iPhone developers in the market.

This is where the iPhone strategy differs. People are used to pay for music, movies and tv-series to their iPod or iPhone in iTunes Stores already. Then the road to shop software for a few bucks is short. All evidence points into the direction that user friendliness and shopping selection in AppStore will be in its own class, and differ dramatically from what the other cell phone producers can offer. How many times did you shop for software to your Nokia or SonyEricsson?

Just like with the iPod, Apple is building a closed eco system around the product. iPhone software will only be purchased through the AppStore, not very user friendly but it works. This is how the iPhone will become a money machine, that will tap into your account every time you just have to have that application you need.

With the 2.0 version of the iPhone release on July 11th Apple targets the business segment of the market as well. Integration towards Microsoft Exchange, high level of security and support for the push technology enables new email to automatically come into iPhone. At the same time the changes you make in your contact list or calendar at work will be updated on the iPhone.

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