Online Surveys – How It Reduces Common Survey Errors

By | Oct 21, 2012

Surveys operate on a plain premise. Knowing what others may think about a certain product or service may only take a question-and-answer procedure where you can simply ask and wait for the response. However, doing research is not that all simple. When it comes to quantitative researches, errors are possible to happen; thus, 100% accuracy is not a guarantee. But on the other hand, there are some types of survey research such as online surveys that provides a reduced margin for potential errors and inaccuracies. To know what these errors are, such are mentioned below.

Sampling Error – These errors possibly occur since the respondents being surveyed are a sample audience and not the whole consumers. Unless run and managed properly, online surveys can also be a subject to these errors. However, such can be reduced since panel provider outlines the profiles of their panel members before a research is conducted; hence, more details are known about the respondent. And for this reason, you’re at least certain that it’s a good audience.

Coverage Error – The above mentioned outlining of profiles again help reduced coverage errors. This happens when there is asymmetry in the sample group. For instance, if most of the respondents are males or are above the age of 40. With online survey, these basic faults are somewhat avoided since good panel providers ensure there is the appropriate blend of respondents that is being required.

Measurement Error – Inaccuracies in this kind of error are brought about by skewed results. One common cause is that respondents have misinterpreted the survey questions or may be skimming through them on a lengthy questionnaire. These errors can be lessened by paying attention to your questionnaire’s design and by doing a testing before running the final survey. In doing so, you can be able to determine the areas which may result to skewed outcome, enabling you to refine your layout accordingly.

Non-response Error – This usually happens when some respondents fail to answer to particular questions, or to the entire questionnaire. Panels online can easily reduced this error by not allowing the group of respondents to leave a question unanswered. The trick here is to have an engaging questionnaire so respondents can complete it, minimizing the probability of dropouts.

It may be impossible to obtain 100% error-free survey research, yet there are ways on how to prevent or at least minimized them. The errors that are mentioned above may happen throughout any types of survey; however, they can be significantly lessened through the use of online surveys.

Author bio:  ewarding Panel is powered by Ipsos and a company of inquiring minds and passionate people. A group of research professionals giving voice, shape to the thoughts of millions all around the world. Ipsos is one of the largest survey-based market research companies in the world — and among the most trusted research brands worldwide.

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