Recently, we invited AMD’s Head of Global Research and Insights, Georgeanna Liu, to join us for a webinar on optimizing respondent quality in survey research.
During the 45-minute conversation, hosted by Radius Head of Research, Michael Patterson, PhD, Georgeanna addressed some of the key challenges she encounters when structuring research studies, and shared the strategies she uses to ensure response and data quality at AMD.
The top takeaways from the conversation are:
1. Ensure your objectives are clear.
Start with the business objective and define research goals that align with specific problems. This will serve as a foundation for survey research that leads to actionable business results.
2. Verify sample source quality.
Target qualified candidates and take additional steps to authenticate their identity to avoid the growing trend toward survey fraud. Learn how providers source their panel of respondents and ask questions about the quality assurance processes they use to detect fraud and validate authenticity. Important questions to ask include:
- What is your process when you discover fraudulent activity?
- What is your definition of frequent survey taker?
- Are you monitoring and controlling the number of surveys taken by an individual?
- What limits do you have regarding the number of surveys taken?
3. Partner closely with vendors.
Talk with your research partner about methods they use to ensure data integrity, accuracy, and reliability, and work closely with them throughout the engagement to make sure they are designing the study to meet your standards and goals.
4. Design clear and neutral questions.
Keep the questions unbiased and provide a range of possible response options that are clear. Adding a description or images, when necessary, especially when using technical terminology, can also help ensure balance.
5. Verify responses.
In addition to verifying respondent identity, it’s important to vet responses for red flags that indicate unreliable results.
Research insights impact critical business decisions and contribute to long-term growth for a brand, so it’s important to recognize the negative impact speed and cheaper budgets may have on sample quality. Taking extra steps to ensure fraud prevention controls are in place will lead to more reliable research results.
To hear more details, watch a replay of the webinar now. You’ll get some valuable advice on designing research as well as tips on how to frame questions to achieve high-quality, actionable insights.
Would you like to discuss your survey strategy?
