Market research moves online to combat inaccurate data responses
Inaccurate data or exaggerated truths in market research are being increasingly eradicated by the increased use of online methodology.
Data collection method via the internet provides a level of anonymity that is rarely achieved via qualitative methods such as face-to-face interviews.
According to the UK's Ipsos Mori, data accuracy via online methods is high: "Online surveys deal efficiently with question filtering and response validation."
Global market research company TNS has also moved online.
The TNS 6th Dimension service, recently launched in the region, collects data via the internet and claims that: "High co-operation rates mean improved representation and faster turnaround.
"It is particularly suitable for some sensitive topics, which respondents may be unwilling to discuss with an interviewer," said a company spokesman.
Other benefits of online market research include breadth of sample and ability to select target audiences more effectively. In a related move Synovate has announced that its two major regional media surveys - PAX and EMS - will 'synchronise' their offerings targeting affluent digital consumers.
The addition of digital media to the current TV and print audience measurement will make EMS and PAX full cross-media planning tools. CNN will be the first sponsor of PAX and EMS Digital.
"While there are other digital media surveys, this one will be unique as it covers upscale audiences - a crucial target group - across an enormous geography," said Steve Garton, global head of media, Synovate.
These surveys will also include online behaviour patterns, sites visited and web-influences on buying decisions. Results are expected early 2008.
© Gulf Marketing Review 2007
