Research Pros Concerned About Online Surveys, Recommend Solutions

In the wake of a tussle over questionable methods and cooperation rates of big online audience ratings firms like comScore and Nielsen//NetRatings, MarketResearchCareers, an online professional community for market researchers, has released a study indicating that a majority (57%) of researchers are concerned about the quality of online surveys due to declining cooperation rates.

Poor cooperation and/or completion rates have been at the heart of industry concerns over the two dominant online researchers--comScore and NetRatings--leading to an Interactive Advertising Bureau task force investigation into the matter.

According to MRC's estimates, data released by comScore citing that only 0.25% of the online population generates 32% of all online survey responses sparked concern within the market research industry.

A majority of the research pros surveyed by the MRC indicated several key solutions for improving online research, including limiting the number of questions and the time required to complete online surveys, making surveys "more engaging," and targeting surveys at relevant respondents.

Of least interest (27%) to market research professionals is the establishment of an industry-wide educational program encouraging consumers to participate in online surveys.

The MRC study was conducted March 21-31, 2007 among 237 market research professionals (both suppliers and buyers of research).

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