Whitepaper Archives

Q: Evaluating Open-Ended Responses: One More Tool in the Quality Toolbox

In the marketing research industry, there is a lot of debate regarding how to best measure the quality of online survey data. Multiple checks are typically employed to identify potentially suspicious behavior or poor-quality data. Verbatim responses to open-ended questions are often included among the checks to remove respondents from data sets. Yet, some respondents are less inclined to provide robust answers to open-ended questions. Does that mean they are unengaged or “bad” respondents and that their data is not valid? Given the importance of data quality, DISQO conducted research to better understand the implications of using open-ended questions in conjunction with other quality checks. The research helps determine which respondents are of concern and provides guidelines to identify them.

Q: Market Research Online Community: Panelists’ Perspective

A Market Research Online Community (MROC) is a growing and interesting part of the Market Research Industry. Building and successfully running an MROC requires a careful combination of a variety of factors that researchers can affect — both directly and indirectly. In this whitepaper, we will be discussing a subset of those factors and putting forth future hypotheses for further consideration. MROCs And Their Benefits Let’s start with a simple definition of what we mean by MROC: in this whitepaper an MROC is a group of participants who are brought together to interact and share their opinions for a company or brand.