Good quality, good business
A tale of two questionnaires
Pete Cape, Jackie Lorch & Linda Piekarski
Abstract
In a time when the spotlight of quality shines brightly on the online panel industry and the samples they provide one of the other cornerstones of the market research process, questionnaire design, should not be overlooked. Online research requires greater attention to detail, greater thought and a consideration of design and layout than is required for traditional methods. With no interviewer to aid the process the respondent is left to interpret the question as they see it, not always the way the researcher intended it. In this paper we present the findings from two questionnaires – one left typical of ‘worse in breed’ the other re-written with the combined researcher experience of the authors. The resultant data is always different – sometimes dramatically so.
Pete Cape
Survey Sampling International, UK
Pete, who joined SSI in April 2006, has over 16 years experience in marketing research, having specialized in international central location telephone research before founding TNS Interactive in 2000.
Prior to his career in research, he worked in the retail sector and in the music business. Pete, whose academic background is in Geography and Economics, earned his bachelors degree in 1983 from the University of Sheffield (England).
Jackie Lorch
Survey Sampling International, USA
Jackie Lorch joined SSI in 1990. Jackie, who has served in a variety of roles ranging from marketing coordinator to web editor, currently manages SSI’s North American Internet panels and speaking engagements.
Jackie has presented at a number of industry conferences such as IIR, ARF, MRA and CMOR as well as authored and co-authored a number of papers about online data quality.
A native of Britain, Jackie received a BA degree in Greek Civilization and English at the University of Leeds in England and an MBA in Marketing from the University of Connecticut.
Linda Piekarski
Survey Sampling International, USA
Linda Piekarski has been with SSI since 1980. Linda currently manages the Database and Telephone Production Groups. These departments are responsible for creating, cleaning, and maintaining SSI's numerous telephone and Internet databases and for producing all telephone samples. She holds a BA from Wells College and an MA from Yale University.
Linda also plays a key role in providing sample design support both internally and to SSI's clients. She has authored numerous papers on sampling topics presented at industry conferences (AAPOR, APDU, ASA, and CMOR) or published in industry journals. In recent years, Linda's investigations and presentations have focused on the challenges facing the research industry such as declining response rates, the increased use of cellular phones, and privacy concerns. She serves on the Technical Programs Advisory Board of Gibbs College in Norwalk, Connecticut.
One of the original SSI team members, Linda says SSI's expansion has presented some 'positive' challenges. "The company's growth has provided for my intellectual growth. There are always new undertakings, like cell phone or e-mail sampling. After 25 years, I still enjoy getting up and coming to work. I like the corporate philosophy, I like the people, and I like the atmosphere."
Linda has three adult children, along with one granddaughter, and enjoys spending time at the rugby field watching one of her sons play. Linda is very involved in her church and has been the chair of her church's carnival for more than two decades.
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