Standards & Principles for Online Research
Decision Analyst conducts its Internet research with the same high standards that it demands for other data collection methodologies: sophisticated probability sampling, precise project control, rigorous quality-control procedures, advanced questionnaire programming, and insightful analyses.
Decision Analyst’s Standards & Principles for Internet Research
We've developed precise procedures for conducting Internet research that adhere to strict scientific discipline, ethical principles, and quality standards, including:
- Whitelisting. Our panels are whitelisted by all of the world’s major Internet service providers (ISPs). Plus, ISPs are monitored during surveys to make sure survey invitations are delivered.
- Representative Panels. Panels are balanced to match the demographic profile of the U.S. or the relevant target market.
- Sophisticated Sampling Systems. Samples are simultaneously balanced on multiple variables (geography, age, ethnicity, gender, etc.), with random selection in each cell using Icion®, our proprietary sampling system.
- No “Volunteer” Samples. The risk of nonrepresentative samples is simply too great.
- No Spamming. The risk of sabotage by angry respondents is a serious threat to the accuracy of any “spammed” survey.
- Security. We capture the IP address from each respondent's computer to prevent multiple participants from a given household. Additionally, each study is password-protected, our web server is encrypted, and all data is pulled behind our firewall every few hours.
- Advanced Questionnaire Programming. Logician® is our proprietary programming system. It’s the most powerful and flexible system currently available. With Logician®, visual and audio stimuli can be easily incorporated into questionnaires.
- Quality Control. We have developed a staff of Internet specialists and created quality-control systems to ensure consistently reliable data from Internet surveys.
- Bandwidth. Because our web server is on the backbone of the Internet, we can accept thousands of simultaneous “hits” so that everyone has an equal chance of participating in a survey. When bandwidth is inadequate, a large share of respondents can be blocked by heavy traffic on the web server. This is a potential source of sampling error.
- Time Zone Controls. Samples are carefully controlled by the different time zones across the U.S. so that samples are not inadvertently biased toward earlier (i.e., Eastern) responders.
- Reminder Emails. These are sent to nonresponders, a process analogous to callback interviews in telephone surveys or postcard reminders for mail surveys.
- Online Help Desk. As surveys are posted on the Internet, live, real-time support is provided via our online help desk to answer respondents’ questions and to solve any problems they might encounter in completing the survey.
- Data Cleaning. Once an Internet survey is completed, the data file is cleaned to eliminate any duplicate questionnaires. Respondents are cross-checked against the original sample to make sure all participants are legitimate.
- Real-Time Toplines. Survey results can be viewed online in realtime as respondents complete the questionnaires.
- Analysis. Decision Analyst has the experience and insight to analyze the resultant data and to provide actionable marketing recommendations.
Standards & Priciples for Online Research
If you would like more information on Online Marketing Research, please contact Jerry W. Thomas, President/CEO, by emailing him at firstname.lastname@example.org, or by calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.