登录查看更多内容

What are the most effective ways to validate data from online panels?

由人工智能和领英社区提供技术支持

Online panels are a popular and convenient way to collect data from a large and diverse group of respondents. However, not all online panels are created equal, and some may suffer from low quality, bias, or fraud. To ensure that your data is reliable and valid, you need to apply some effective methods to validate it. Here are some of the most common and useful ways to validate data from online panels.

此文章中的业界达人

由社区从 6 条内容中精选。了解更多

1 Check the source

The first step to validate data from online panels is to check the source of the panel. You need to know how the panel was recruited, managed, and incentivized. A good panel should have a transparent and rigorous process of screening, verifying, and profiling its members. It should also have a clear and ethical policy of rewarding and engaging its members. You can ask the panel provider for these details, or look for independent certifications or audits that attest to the quality of the panel.

添加您的观点

Rohan Hajela

International Marketing Professional | Export & Import Expert | Member Youth For Human Rights International | Partner RSH Accessories
举报内容
Verifying online respondents’ demographic information is difficult because researchers do not interact with participants. Nevertheless, researchers can use certain methods to establish confidence in people’s demographic information. For example, at CloudResearch, we profile workers on MTurk by randomly asking demographic questions over time and examining the consistency of each person’s responses. People who consistently provide the same demographic information — when there is no incentive to lie — are likely telling the truth. On other online platforms, participants are profiled when they join the platform. Then, over time, people are regularly asked follow-up questions to verify their demographic information.

已翻译

赞
Christine Obiya-Nordstr?m

Communication Specialist || Marketing & Sales Specialist || Event Management || Mentor || Coach || Storyteller.
举报内容
#Accuracy from reputable sources to include references and public open sources. #Segmentation GTM per consumer segment. #Account hierarchy get data, RevOps structuring raw hierarchy from vendors, different stakeholders to form insight and drive actions.

已翻译

赞

2 Use quality control questions

The second step to validate data from online panels is to use quality control questions in your survey. These are questions that test the attentiveness, consistency, and honesty of the respondents. For example, you can use trap questions that have obvious or contradictory answers, or red herring questions that are irrelevant or absurd. You can also use logic checks that compare the answers of different questions, or attention checks that ask the respondents to perform a simple task. You can discard or flag the responses that fail these quality control questions.

添加您的观点

Ellie Gould

Associate Director at 2CV | Insights
举报内容
Logic checks and traps are a good way to find some poor quality respondents: but open questions are also an essential part of the toolkit. We are now starting to see respondents use AI to answer open questions so this task is becoming even more important. You can spot AI-filled answers by their formal tone, perfect grammar and reference to general rather than personal experiences, e.g. 'users like...' rather than 'I like...'.

已翻译

赞

3 Monitor the response patterns

The third step to validate data from online panels is to monitor the response patterns of the respondents. You need to look for signs of abnormal or suspicious behavior, such as speeding, straight-lining, or randomizing. Speeding is when the respondents complete the survey too quickly, indicating that they did not read or think about the questions. Straight-lining is when the respondents choose the same answer for all or most of the questions, indicating that they did not vary their opinions or preferences. Randomizing is when the respondents choose answers at random, indicating that they did not care about the survey topic or outcome. You can use software tools or statistical methods to detect and filter out these response patterns.

添加您的观点

4 Validate the demographics

The fourth step to validate data from online panels is to validate the demographics of the respondents. You need to make sure that the respondents match the target population or segment that you want to study. You can use demographic questions to collect information about the respondents' age, gender, location, income, education, occupation, and other relevant characteristics. You can also use cross-tabulation or weighting techniques to adjust the data for any discrepancies or imbalances in the sample composition.

添加您的观点

5 Compare the results

The fifth step to validate data from online panels is to compare the results with other sources of data. You need to check if the results are consistent and coherent with existing knowledge, theory, or evidence. You can use secondary data, such as official statistics, industry reports, or academic research, to benchmark or validate your results. You can also use multiple methods, such as qualitative interviews, focus groups, or experiments, to triangulate or corroborate your results. You can look for similarities or differences in the findings, and explain them with logical and plausible reasons.

添加您的观点

6 Seek feedback

The sixth and final step to validate data from online panels is to seek feedback from experts, peers, or stakeholders. You need to get an external and objective perspective on your data and its interpretation. You can ask for feedback from experts who have experience or expertise in the field or topic of your study. You can also ask for feedback from peers who have conducted or reviewed similar studies. You can also ask for feedback from stakeholders who have an interest or involvement in the issue or decision that your study addresses. You can use their feedback to improve, refine, or validate your data and its implications.

添加您的观点

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Tony Duckenfield

Beyond Logic Consulting / Behavioural Scientist / Behaviour Change expert / Cares about Climate Change / Cares about Equality
举报内容
The point to remember about online panels is that by definition the sample are people who are online and happy to engage online. So the only way to reliably validate the results is to compare against a random sample obtained face to face. This is usually impractical so it is important to be honest about the limitations of the sample and not claim it to be completely representative even if the demographics suggest it is. As an example of the bias introduced by an online panel think about a survey of shopping habits. The online panel sample is more likely to make online purchases. Ideally this bias would be identified and accounted for using transaction data. Online panels are a great tool but like anything can be misused.

已翻译

赞
Mahdis Arefpour

International Market Development | Export Planning | Marketing Consulting | International Market Research | Market Analysis | MBA in Marketing
举报内容
In general, checking the accuracy of information in online sources is a difficult process in cases where there is only one path to reach the information. It is usually necessary to randomly test the information using different indirect factors, or to put it better, to cross-check a sample of the information community using different points of view.

已翻译

赞
Matthew Rogerson
举报内容
Simply by being an online panel it is open to bias or corrupted data. If someone needs to have a computer or phone and an internet connection you have already discounted vast sections of the population. The best you can do is to pick the panel audience from a defined specialist category as then you are at least tracking what a specific specialist or sub category think. This can then be built into the analysis and evaluation to understand the results. There was a famous story years ago when market researchers first used telephones and they were taking a poll on who was going to win the election. They all came back with the challenger, not the eventual president as none of the (larger) voting population had phones so they were not reached

已翻译

赞

Market Research

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What are the most effective ways to validate data from online panels?

1

2

3

4

5

6

7

1 Check the source

2 Use quality control questions

3 Monitor the response patterns

4 Validate the demographics

5 Compare the results

6 Seek feedback

7 Here’s what else to consider

Market Research

给文章评分

感谢您的反馈

更多Market Research相关文章

更多相关阅读内容

What are the most effective ways to validate data from online panels?

1

2

3

4

5

6

7

1 Check the source

2 Use quality control questions

3 Monitor the response patterns

4 Validate the demographics

5 Compare the results

6 Seek feedback

7 Here’s what else to consider

Market Research

给文章评分

感谢您的反馈

查看其他技能