How to find respondents for your online survey (Part 1)
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Posted by: Todd Hollander in Finding Respondents
One of the biggest challenges faced by marketers seeking to conduct an online survey is finding an appropriate set of potential respondents. Here are some tips for making sure you invite the right people to participate in your survey.
The most common way to deploy an online survey is to send an e-mail to a group of potential respondents asking them to take part in the survey. But how do you develop a list of people to invite?
Market researchers use the term “sample” to describe the sub-group of the population of interest that has been selected for a research study. Data compiled by the publication Inside Research show that 87 percent of online surveys conducted in the United States in 2006 were deployed using a preexisting survey panel. The next most common source of sample was Customer Lists (10%). Other methods such as invitations on websites, URLs on product literature, and URLs on receipts were used very infrequently.
| Source of Online Survey Sample 2006 |
US |
| Panels (General) |
82 |
| Panels (Proprietary) |
5 |
| Customer Lists |
10 |
| Opt-in Lists |
1 |
| Site Intercept |
1 |
| Site Advertising |
0 |
| Offline Recruitment |
1 |
| All Other |
0 |
| Total |
100 |
Source: Inside Research
In the next two parts of this 3-part series, we will focus on the two most common sources of sample for online surveys:
- Part 2: Online Survey Panels
- Part 3: Customer Lists
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