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. Sample Source Diversity All well-known sample sources sources apply Research On Research different incentive & management practices. Each was blinded in this presentation. In January 2012, Federated Sample undertook research on research. The purpose was to understand sample source diversity in six sample sources: Cash Only, Points for Cash, Rewards Program, Samplicious, Social Media, and Sweeps & Cash. Over thirteen-hundred people participated in a 12-minute survey. Here are the results.
- 2. Research On Research Our Sample Prefer not Gender Age Distribution Income Distribution $ 75-100k to answer Cash Only Male Female <18 18-34 35-54 55+ <30k 30-49k 50-74k +100k Points for Cash Rewards Program Samplicious Social Media Sweeps & 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 Maker Cash Only Yes No Single Married Full Time Points for Cash Rewards Program Samplicious Social Media Sweeps & Cash 0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100
- 3. Research On Research Phone 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 & Cash 0 10 20 30 40 50 60 70 80
- 4. Research On Research Home Media Consumption Cash Only Points for Cash Rewards Program Standard DVD Samplicious Social Media Sweeps & Cash 0 10 20 30 40 50 60 70 80 90 Cash Only Points for Cash Rewards Program Blu-Ray DVD Samplicious Social Media Sweeps & Cash 0 10 20 30 40 Cash Only Points for Cash Netflix/Hulu Rewards Program Samplicious Social Media Sweeps & Cash 0 10 20 30 40
- 5. Research On Research Game Console Ownership Cash Only Points for Cash Xbox Rewards Program 360 Samplicious Social Media Sweeps & Cash 0 5 10 15 20 25 30 35 40 Cash Only Points for Cash Rewards Program Wii Samplicious Social Media Sweeps & Cash 0 5 10 15 20 25 30 35 40 45 Cash Only Points for Cash PS3 Rewards Program Samplicious Social Media Sweeps & Cash 0 5 10 15 20 25 30
- 6. Research On Research Video Game Avidity Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash 0 10 20 30 40 50 60 70 80 Cash Only Points for Cash Rewards Program Monthly Samplicious Social Media Sweeps & Cash 0 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 & Cash 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
- 7. Research On Research Go to Movies in Theater Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash 0 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 & Cash 0 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 & Cash 0 10 20 30 40 50 60
- 8. Research On Research Dine out at Restaurant Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash 0 10 20 30 40 50 60 Cash Only Points for Cash Rewards Program Monthly Samplicious Social Media Sweeps & Cash 0 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 & Cash 0 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. Research On Research Go Shopping in Stores Cash Only Points for Cash Rewards Program Weekly Samplicious Social Media Sweeps & Cash 0 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 & Cash 0 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 & Cash 0 5 10 15 20 25 30 35 40 45
- 10. Our conclusions. There is no good or bad sample source. Different sources clearly attract different types of survey takers. Using one source type introduces biases to survey results. Inclusion of multiple sources enriches the breadth of results. Diversity is good and should be embraced in sampling.