Random Thoughts
March 2, 2023
With the previous post being about end-user recruitment, it is only fitting that I keep the focus this week on this area. But this time, let us put the spotlight on its online version—online panels. The specific question here is are they reliable?
Well, to answer that question, we need to understand how they work first. Typically, online panels would recruit potential respondents into their pools on a continuous basis to increase the size (some even claimed to have millions recruited already). It is highly automated in that when there is a project request, an online version of a screening questionnaire would be sent out to the set of respondent pool, and those who are interested would complete the questionnaire on their own to see whether they qualify for the project. And if they qualify, an online invitation would be sent to them detailing the interview schedule. And of course, they would be given some type of incentives for participating in the study.
As you can imagine, with its automated nature, the obvious benefits are significantly lower costs and almost immediate readiness.
But also because of this automated nature, it carries a significantly higher risk of recruiting unqualified respondents. Consider the scenario where a potential respondent just wanted to participate in the study to earn whatever reward it is giving out. He/she would then fill out the screening questionnaire with false information just to qualify for the study.
It is important to remember that not all online panels are run the same way. There are some that recognize its inherent weakness and address it with appropriate measures. So it is up to you, as research buyers, to ask the right questions to understand how it is run (please refer to my previous post for those questions to ask).
Well, that’s all I have to share for now about this. As always, please feel free to comment, I would love to hear your thoughts on this. And remember to follow us on our socials for more. Enjoy!
Comentarios