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Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
Open Sample Intro Pgraham 0910
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Open Sample Intro Pgraham 0910

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  • Transcript

    • 1. OpenSample A Market Research Industry Initiative
    • 2. Sample and Survey Quality <ul><li>Recruitment methods </li></ul><ul><li>Traps </li></ul><ul><li>Straight liners / satisficers </li></ul><ul><li>Speedsters </li></ul><ul><li>Bots </li></ul><ul><li>Sweatshops / geo-IP </li></ul><ul><li>Duplicates </li></ul><ul><li>Hyper-active respondents </li></ul><ul><li>Some of these processes are company specific </li></ul><ul><li>Yet … </li></ul>
    • 3.  
    • 4.  
    • 5. Keep it <ul><li>Simple </li></ul><ul><li>Collaborative </li></ul><ul><li>Focused </li></ul>
    • 6. Necessary Simple Collaborative Focus <ul><li>Past participation! </li></ul>
    • 7. Mission <ul><li>Improve quality of online surveys by industry-wide sharing of information about respondents’ historic survey participation </li></ul>
    • 8. Members <ul><li>Added Value </li></ul><ul><li>All Global </li></ul><ul><li>Cint AB </li></ul><ul><li>e-Rewards </li></ul><ul><li>GfK </li></ul><ul><li>GMI </li></ul><ul><li>Greenfield Online </li></ul><ul><li>IPsoft </li></ul><ul><li>Ipsos </li></ul><ul><li>Kantar Operations </li></ul><ul><li>Knowledge Networks </li></ul><ul><li>Lightspeed </li></ul><ul><li>Millward Brown </li></ul><ul><li>Penn Schoen Berland </li></ul><ul><li>Peanut Labs </li></ul><ul><li>OTX </li></ul><ul><li>Relevant View </li></ul><ul><li>Research International </li></ul><ul><li>Research Now </li></ul><ul><li>Safecount </li></ul><ul><li>United Sample </li></ul><ul><li>Western Wats </li></ul>
    • 9.  
    • 10. OpenSample principles <ul><li>Independent </li></ul><ul><li>Cross-company </li></ul><ul><li>Open </li></ul><ul><li>Anonymous data </li></ul><ul><li>Trusted third party </li></ul><ul><li>Voluntary </li></ul><ul><li>Simple </li></ul>
    • 11. Members recognize association efforts <ul><li>ESOMAR: Questions to assist sample buyers </li></ul><ul><li>MRA’s IMRO: Guidelines for best practices in online sample and panel management </li></ul><ul><li>CASRO’s Panel Integrity Taskforce : collaborate across industry groups. </li></ul><ul><li>ISO: Standard on Access Panels, criteria against which access panel providers can be evaluated and the quality of access panels can be assessed </li></ul><ul><li>Bob Lederer’s Road to the Client Congress: recommendations to research agencies, esp. inclusion of technical appendix </li></ul><ul><li>The ARF’s ORQC : provide knowledge-driven answers to client questions through research-on-research </li></ul>
    • 12. Initiative <ul><li>In co-operation with and supporting all other industry-wide initiatives that are aiming to improve online research sample quality </li></ul><ul><li>To result in a professional non-profit organization, either standalone or as part of an existing industry body </li></ul><ul><li>Targeted to be operational January 1, 2009 </li></ul><ul><li>Annual membership open to all providers and users of online research sample </li></ul><ul><li>Participation, contribution of data and use of results encouraged but voluntary </li></ul><ul><li>All respondent data anonymous and maintained in a fully secure environment </li></ul><ul><li>Consolidated, non-identifying metadata made available for research on research </li></ul>
    • 13. Implementation <ul><li>Creation of a high-quality database, with open standards and open-source or escrowed software </li></ul><ul><ul><li>will keep track of surveys taken by respondents </li></ul></ul><ul><li>Respondents will be identified by a unique combination of: </li></ul><ul><ul><li>Member/respondent ID </li></ul></ul><ul><ul><li>encrypted e-mail address </li></ul></ul><ul><ul><li>machine fingerprint </li></ul></ul><ul><li>Surveys will identified by a unique combination of: </li></ul><ul><ul><li>Survey Category </li></ul></ul><ul><ul><li>Survey Date/Time </li></ul></ul><ul><li>Database can be queried by members for their respondents, supplying data such as: </li></ul><ul><ul><li>Participation in other panels (unidentified) </li></ul></ul><ul><ul><li>Number of surveys taken, total and per survey category, in timeframe </li></ul></ul>
    • 14. Independent, experienced and reliable third-party administering db
    • 15. Architecture Live sample verification Sample selection Survey completion
    • 16. Making it happen: working groups <ul><li>Technical </li></ul><ul><ul><li>Brett Schnittlich (OTX) </li></ul></ul><ul><ul><li>Alison Morgan (Peanuts Lab) </li></ul></ul><ul><ul><li>Mitch Eggers (GMI) </li></ul></ul><ul><ul><li>Naresh Adurty (Lightspeed Research) </li></ul></ul><ul><li>Outreach </li></ul><ul><ul><li>Patricia Graham (Knowledge Networks) </li></ul></ul><ul><ul><li>Steve McHugh  (Millward Brown) </li></ul></ul><ul><ul><li>Shelley Zalis (OTX) </li></ul></ul><ul><ul><li>Matt Hynes (Greenfield Online) </li></ul></ul><ul><li>Legal </li></ul><ul><ul><li>George Pappachen (Millward Brown) </li></ul></ul><ul><ul><li>Jeff Dean (OTX) </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Michael Fallig (GfK) </li></ul></ul><ul><ul><li>Patricia Graham (Knowledge Networks) </li></ul></ul><ul><ul><li>Bruce Tedesco (OTX) </li></ul></ul>
    • 17. The specifics <ul><li>Technical </li></ul><ul><li>Legal </li></ul><ul><li>Research </li></ul><ul><li>Outreach </li></ul>

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