Research on Research by Michael McCrary, Federated Sample

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Michael McCrary of Federated Sample highlights the value of sample diversity, sharing the results of an internal study which compared various sample sources with different reward structures. New survey routing technology makes it increasingly easy to include multiple sample sources to increase the representativeness of surveys.

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Research on Research by Michael McCrary, Federated Sample

  1. 1. Sample Source Diversity All well-known sample sources sources applyResearch On Research different incentive & management practices. Each was blinded in this presentation.In January 2012, Federated Sampleundertook research on research.The purpose was to understand samplesource diversity in six sample sources:Cash Only, Points for Cash, RewardsProgram, Samplicious, Social Media, andSweeps & Cash. Over thirteen-hundredpeople participated in a 12-minutesurvey. Here are the results.
  2. 2. Research On ResearchOur Sample Prefer not Gender Age Distribution Income Distribution $ 75-100k to answerCash Only Male Female <18 18-34 35-54 55+ <30k 30-49k 50-74k +100kPoints for CashRewards ProgramSampliciousSocial MediaSweeps & Cash 0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100 Part Time SE Full Time Prefer not to answer SE Part Time Prefer not to answer Disabled Active Military Separated Student Inactive Mil/Vet Retired Divorced Temp Unem Children Relationship Status Employment Widowed FT Home MakerCash Only Yes No Single Married Full TimePoints for CashRewards ProgramSampliciousSocial MediaSweeps & Cash 0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100
  3. 3. Research On ResearchPhone Ownership Cash Only Points for Cash Rewards Program Home Phone Samplicious Social Media Sweeps & Cash Cash Only Points for Cash Rewards Program Smart Phone Samplicious Social Media Sweeps & Cash Cash Only Points for Cash Cell Phone Rewards Program Samplicious Social Media Sweeps & Cash0 10 20 30 40 50 60 70 80
  4. 4. Research On ResearchHome Media Consumption Cash Only Points for Cash Rewards Program Standard DVD Samplicious Social Media Sweeps & Cash0 10 20 30 40 50 60 70 80 90 Cash Only Points for Cash Rewards Program Blu-Ray DVD Samplicious Social Media Sweeps & Cash0 10 20 30 40 Cash Only Points for Cash Netflix/Hulu Rewards Program Samplicious Social Media Sweeps & Cash0 10 20 30 40
  5. 5. Research On ResearchGame Console Ownership Cash Only Points for Cash Xbox Rewards Program 360 Samplicious Social Media Sweeps & Cash0 5 10 15 20 25 30 35 40 Cash Only Points for Cash Rewards Program Wii Samplicious Social Media Sweeps & Cash0 5 10 15 20 25 30 35 40 45 Cash Only Points for Cash PS3 Rewards Program Samplicious Social Media Sweeps & Cash0 5 10 15 20 25 30
  6. 6. Research On ResearchVideo Game Avidity Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash0 10 20 30 40 50 60 70 80 Cash Only Points for Cash Rewards Program Monthly Samplicious Social Media Sweeps & Cash0 1 2 3 4 5 6 7 8 9 10 Cash Only Once/ Points for Cash Month Rewards Program Samplicious or less Social Media Sweeps & Cash0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
  7. 7. Research On ResearchGo to Movies in Theater Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Cash Only Points for Cash Rewards Program Monthly Samplicious Social Media Sweeps & Cash0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Cash Only Once/ Points for Cash Month Rewards Program Samplicious or less Social Media Sweeps & Cash0 10 20 30 40 50 60
  8. 8. Research On ResearchDine out at Restaurant Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash0 10 20 30 40 50 60 Cash Only Points for Cash Rewards Program Monthly Samplicious Social Media Sweeps & Cash0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Cash Only Once/ Points for Cash Month Rewards Program Samplicious or less Social Media Sweeps & Cash0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
  9. 9. Research On ResearchGo Shopping in Stores Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 Cash Only Points for Cash Rewards Program Monthly Samplicious Social Media Sweeps & Cash0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 Cash Only Once/ Points for Cash Month Rewards Program Samplicious or less Social Media Sweeps & Cash0 5 10 15 20 25 30 35 40 45
  10. 10. Our conclusions.There is no good or bad sample source.Different sources clearly attract differenttypes of survey takers. Using one sourcetype introduces biases to survey results.Inclusion of multiple sources enriches thebreadth of results. Diversity is good andshould be embraced in sampling.

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