When Less is More: Survey Strategies for the Mobile Era
Complimentary Member Webinar
Tuesday, June 9
2-3 PM ET
Complimentary for CASRO Members
$95 - Non Members
Research studies are becoming less representative and less accurate. It’s a disturbing trend and can be traced, in part, to the fact that questionnaire design is not keeping up with the 20 to 30% of participants using mobile devices.
Those who are younger, male, or a minority are more likely to use a smartphone to complete a survey. But because most surveys are designed on and for desktop and laptop computers, failure rates soar for mobile participants and therefore samples become skewed.
This webinar will help you address these issues. We will discuss:
- The challenges and opportunities that mobile devices pose to current research, including sample representativeness and questionnaire design
- The empirical work being done to make the transition to mobile through a ‘mobile first’ design philosophy
- How survey length, question wording, grids, and overall presentation can be changed to improve response rates
Much thought, planning, and work is required, but all are necessary for researchers to maintain the viability of surveys in the mobile era.
Randall K. Thomas, Vice President, Online Research Methods, GfK Custom Research
Randall is responsible for overseeing the quality of research processes and projects for Government and Academic Research at GfK Custom Research. He serves as a special consultant on projects with challenging multi-mode studies. Randall has been one of the most prolific researchers on web-based surveys during the past 14 years and has more than 25 years of experience in conducting survey projects across multiple modes and countries. Prior to GfK, Randall worked at ICF International and Harris Interactive.
George Terhanian, Chief Research & Analytics Officer, The NPD Group
Prior to joining The NPD Group in 2014, George worked at Toluna, most recently as Group Chief Strategy & Products Officer. Previously, George served in a variety of roles for nearly fourteen years at Harris Interactive, including President, Global Solutions; President, Harris Interactive Europe; and President, Global Internet Research. He also oversaw the Harris Poll. Earlier in his career, George taught in elementary and secondary schools and worked briefly in the Inspector General’s Office of the USDE. He also served an appointment as an American Educational Research Association (AERA) Fellow at the National Center for Educational Statistics, and received a dissertation fellowship from the AERA. George received a Ph.D. from the University of Pennsylvania, an Ed.M. from Harvard University, and a Bachelor of Arts degree from Haverford College. George is a member of the board of directors of the Advertising Research Foundation and CASRO.