| The world of online research surveys can | | | | the preview phase can be the longest part of the |
| encompass all types of research (market | | | | pre-launch process, depending on how many |
| research, customer, employee, member, etc.), all | | | | people at the client organization will preview the |
| types of services (study design, questionnaire | | | | online research survey. |
| writing, survey administration, data analysis, etc.), | | | | Once approved, the online research survey is |
| and all types of markets, industries and size of | | | | launched into the field and online survey services |
| companies. This article focuses on the subject of | | | | turn to hands-on management of the data |
| online survey services - - meaning those services | | | | collection process. The list of available services can |
| that can be provided during the administration | | | | include email distributions, list management, |
| process of online research surveys. | | | | maintenance of unsubscribe links and a file of |
| Online survey services typically begin after the | | | | bounce backs, data cleaning, and technical support |
| goals of the study have been finalized, and the | | | | for survey participants. For market research |
| questionnaire has been drafted and approved in | | | | studies, services might also include management |
| MS Word format. The survey professional | | | | of quotas and sub-quotas. |
| assigned to the project (sometimes referred to | | | | As online research surveys near conclusion, a |
| as a "project manager" depending on the job title | | | | project manager's attention should focus on final |
| used by the survey company) will then review | | | | reviews of the data set, removal of any "bad" |
| the online research survey for programming and | | | | data, and generation of the final data file in Excel, |
| formatting issues. Programming options are largely | | | | SPSS or other format. If verbatim coding is one |
| dependent on the software used by the survey | | | | of the contracted online survey services, a coding |
| company, and the extent of programming | | | | book can be finalized and the coded open-ends |
| covered by the project quote. In general, the | | | | added to the final data set. Upon field completion, |
| more complex the online research survey is from | | | | the data file is now ready for the reporting phase |
| a programming perspective, the higher the cost. | | | | per the project specifications. |
| This is particularly the case if custom | | | | As described above, there is a long list of online |
| programming is needed - - although not all survey | | | | survey services provided by survey professionals. |
| companies offer custom programming solutions. | | | | The skill sets required for effective administration |
| The project manager can suggest which advance | | | | of online research surveys require a high level of |
| programming features can be used to maximize | | | | technical and computer expertise, excellent |
| participation (such as skip logic, piping, response | | | | language skills, an exacting personality, and good |
| option rotations, radio tables, ranking scales, etc.), | | | | social skills for client interactions. When evaluating |
| shorten the time it takes to complete the survey, | | | | different survey companies for administration of |
| and generate reliable feedback. As an added | | | | your online research surveys, ask about the |
| benefit, the project manager's programming | | | | specific online survey services that the assigned |
| review can often result in comments or | | | | research professional will provide, and what you |
| suggestions to enhance the actual content of the | | | | can expect concerning ongoing communication |
| online research survey based on specific | | | | between your organization and the survey |
| programming features. | | | | company. There is no standard rule for what |
| Once the updated questionnaire is approved for | | | | different survey companies might provide or the |
| programming, online survey services focus on | | | | role of the assigned survey professional. |
| client preview prior to actual launch. In practice, | | | | |