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The Demographix Research Blog

Random thoughts from the team at demographix, keeping you up to date with what's new in the world of online research. Use the year and month links below to navigate the blog entries.

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September 2009 blog entries:

Online surveys eclipse telephone research

30 Sep 2009 — Growing evidence that online surveys are getting better data than telephone-based surveys, as well as providing far better return on investment, has been further reinforced by new data from the US-based Advertising Research Foundation.

In a report published in Research Magazine, ARF Chief Research Officer, Joel Rubinson, is quoted as saying: "There is no clear pattern of RDD [random-digit dial telephone surveys] providing the more accurate answer vs the average result from internet panel research on a series of benchmarking questions and demographics.”

The ARF research said the reach of RDD telephone dialling was being hampered in the US by the increasing usage of cellphones (mobile phones) among younger demographic groups, many of whom are now "cell-only".

Internet usage, on the other hand, is now widespread among all ages and demographic groupings.

Other drawbacks normally associated with random-dial telephone surveys are:

  • Little time to consider responses: Respondents must answer quickly, with little time to think about answers
  • Voice factors: The tone or accent of the interviewer can create obstacles
  • Convenience: Respondents may be incovenienced by timing of call
  • Personal frankness: Respondents are less likely to be frank in answering diffcult or embarrassing questions in a person-to-person situation.
  • Lack of visual stimulus: Unlike online surveys, you cannot include audio or video clips or photos in a telephone survey


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