Last week 30 of the top executives in market research met for a rountable at the Research Industry Summit for Improving Respondent Cooperation. It would appear that response rates of less than 10 percent are becoming more common, with reports from NOP Research indicating that just 0.25% of the population is supplying 32% of the responses to online surveys, and another report from Cambiar citing a recent ComScore Networks study indicating that 50% of all survey responses come from less than 5% of the population.

"It’s like the holein the ozone layer," said Shari Morwood, VP-worldwide market research at IBM. "Everyone knows it’s a growing problem. But they just ignore it and go on to the next project."

Although online research wasn’t particularly blamed for the problem, it was noted that while the internet channel makes it easier for respondents to complete surveys, there are now so many surveys out there that more and more consumers are tuning them out.

Read the full article at AdvertisingAge.

 

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methodology, news Tags: ComScore, conferences, marketing research, methodology, news, professional-respondents, research-industry-summit, response-rates

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