Introduction
Delivering high-quality results from a survey is contingent on gathering relevant data from qualified respondents. As administering surveys to individuals who don’t meet the relevant criteria is both time-consuming and resource-intensive, survey designers use existing qualification data and screening questions to filter out unnecessary respondents.
Cint’s Natasha Gay canvassed industry experts Rossi Dobrikova and Sushant Kainth for 5 Steps to Improve Existing Qualification Data and Screening Questions, a guide that seeks to assist market researchers and insights professionals with their survey design processes.
The guide is available to download in full now, but here are a few of the takeaways to take into consideration.
Stay up to date
Keeping qualification data, particularly demographic information, up to date is crucial for accurate survey results. As definitions of categories like gender and sexuality evolve, failing to adjust can introduce bias and skew survey data.
Read the guide to see what our contributors recommend when it comes to considering what aspects of a survey need to be truly up to date.
When is specific is too specific?
In order to derive actionable insights, it is important to recruit the right respondents. Doing so involves thinking specifically about the audiences you want to target. But is it possible to be too specific?
Our contributors discuss suitable strategies to put in place that aid with the screening process without being too exclusionary.
Fight fraud with quality control questions
Fraud remains a persistent challenge in the survey industry, and as vendors, it is crucial that we deliver high-quality responses to our clients. While pre-screening questions and qualification criteria can help control fraudulent responses, completely eliminating fraud is difficult.
Within the guide, you’ll find out how open-ended questions and mathematical operations are effective for identifying bots, while judicious use of screening questions can highlight unusual behavior, both of which are effective tools for fending off survey fraud.
Read the report in full
Want to delve further into your new go-to guide for getting qualification and screening spot on?
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