Market Research is the first step need to be done before planning any strategy for the company. Market Research is considered as very important for the businesses to build strategies to gain market share.
Market Research can be conducted online and offline, depending the needs, scope of work and the objectives of research. The offline research is more expensive and time consuming than online research. Online research is cheap and fast which helps researcher to gain insight quickly. However, beside the good points, online research has also many disadvantages, which make researchers hesitate to use it.
These are the most common concern of online research:
- Fake respondents give fake responses.
This is the top concern of online research. Through online, sometimes it’s hard to be sure the qualification of respondents, whether it’s matching to the criteria of research. The fake respondents can be non-real customers, who have the trigger to join the survey because of the incentive.
In order to prevent the fake respondents, the researchers may need to add some identification questions such as full name, email address, phone numbers, ID numbers, etc.…. Those are individual information which helps the researchers to recheck the eligibility of the respondents towards the research scope. Normally, this process would be called as Quality control.
However, as per Market Research Code of Conduct, the respondents reserve the right not to reveal their identification. This term cause the difficulty for the researcher to conduct the online research.
In order to prevent the fake respondents, the experienced researchers would know how to design the questionnaire with some challenge questions, to eliminate the unqualified respondents.
However, ASHAVI Quiz & A platform supports the researcher to disable the “back” button and logic rule to “terminate” the survey link if the respondents give the wrong answer. The platform is also allowing the researcher to set one answer per survey link, which means the link is open once time only.
- The respondents do not actually give sufficient time to answer the questions.
The research shows that the positive relatives of the questionnaire length and the response. Hence if the questionnaire is too long, it would reduce the quality of response as the respondents are impatient, they are “lazy” in reading the question content, they would loose their focus with the wordy questions.
In this case, ASHAVI suggest that the researcher should design the short and concise questionnaire, focus on the main areas of the research, rather than address all the unimportant areas.
One research should have one main objective only to gain good insight. The researcher should keep the questionnaire within 20 mins to have better result. In case the questionnaire is longer than 20 mins, the researcher should increase incentive for respondents or split it into 2 parts and allow the respondents answer in 2 times.
- Open end question data is not really good.
With the behavior of trying finish as soon as possible, the respondents would not type very details their response in the open end, they would ignore the open end, or typing short answer, which the research cannot understand the meaning of the answer.
In order to prevent this issue, ASHAVI suggest the researcher should not design many open end question in the online research. In case the researcher must include open end question, ASHAVI platform supports the question type of file upload, video upload, image upload, so that the respondents can record their voices, their videos or images to express their responses, instead of writing answers in free text format.
Beside those advance features to help the researcher to prevent the fake responses, ASHAVI Quiz and A platform also have many other benefits such as GPS track, time stamp to help the researcher filter out those unqualified response.
Try ASHAVI Quiz and A platform now.