ONE MODE DOES NOT FIT ALL
Here’s a common scenario with many research studies. You have limited resources and time and different categories of respondents. It may be more important to collect in-depth details from certain groups than others. What’s a researcher to do? Well, with a multi-mode approach, you can take one survey and deploy it across the different modes depending on how you rate the value of information provided by the various types of respondents. With this approach, one survey with one set of questions could be used for a specific audience type. The extended questions, using another mode, can be applied to reaching a subset of that group.
- Here’s an example. An airline is conducting research on the quality of service surveys most of its respondents online. However, the airline may want to conduct more in-depth research with its frequent fliers. So, the same questionnaire can be expanded and the surveys done by phone.
- Another example involves interviewing employees. The topic could be related to employee satisfaction, professional development, or employee reviews. You can build a questionnaire and then sample most of the staff with an online survey. In addition, you can use the same questionnaire to develop phone interviews for more extensive research with top managers and high-performance employees. For the “elite” group of respondents, like people with a “C” in front of their names (CEO, CXO, COO), consider doing research in person using a tablet and interviewer.
ONE SURVEY, MANY MODES, ONE DATA SET
It’s the same survey, but this approach uses different modes to collect the data based on the respondent’s status.
Although you may use different modes to collect the data, you can still enjoy the benefits of having one data set for analysis – even with mixed vendor, multi-mode research….but that’s a topic for another time!
Introducing Dr. Survox
In our last blog, we introduced Dr. Survox, who is focused on providing researchers with insights about market research issues and technology. Dr. Survox joins us periodically to discuss best practices and impart wisdom.
Sometimes Dr. Survox uses humor to convey key concepts and at other times it’s all business. Today, the doctor is in a serious mood and will share insights on helping researchers decide which mode to use based on the respondent’s status.