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Posted by Sherman Whipple on May 10, 2000 at 18:06:12:
In Reply to: defending survey research posted by peeprena on May 10, 2000 at 15:41:28:
So, what is your point? Personally, I tend to agree with the position taken on the e-mail you recieved.
Where did it come from? I would be curious to learn more about the source.
The following, however, contains a couple of misstatements:
Doctors long ago got tired of this...Now they typically get surveys on the back of $5 or $10 checks...They answer the questions, endorse the check and get paid for their time...We should too."
To my knowledge, most of the recent fieldings to doctors using the Research Response Check, have used a $25 incentive check, including a charitable donation option. The survey itself is a separate booklet, the check is only the answer sheet, and the printing is only on the face of the check. The Federal Reserve does not allow us to use the backs.
The $5 checks are what we use for consumer fieldings (including a recent student travel study), and the $10 are used for most BtoB as well as some of the more difficult consumer segments. Then, again, there may be some other people out there using a similar technique to that which we design and consult on.
My point here is that there is nothing to defend. Getting good response is fundamental to our profession. It is our raw material. Without it we would have nothing to offer. So, if you want good research, then you have to pay the price. Respondents don't have any obligation to share their attitudes, information and opinions with us. We have to earn that, both though being ethical and responsible, as well as recognizing the value of what they give us.
Of, course, being the guy with the checks, who makes a living helping other researchers use the technique, I would say that. If I ran a call center, I might have a different view.
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