There are many researchers who are reluctant to use new methodologies for market research. We live in a digital age where we find tools that make our work easier, such as the QuestionPro platform for carrying out, for example, online surveys or having an online community.
There are those who still prefer paper surveys, focus groups or telephone surveys, but we must keep in mind that the reality in which we live is different, that our respondents are immersed in a world where factors such as being connected to the Internet are the order of the day. Do you know the term Digital Humanities ?
However, we can experiment, for example, by combining online and telephone surveys and thus try to reduce costs, reduce coverage bias, or even resort to face-to-face surveys in order to increase the response rate. I recommend reading: Eliminate bias, conduct effective surveys!
It is definitely necessary to take into consideration that many households do not have landlines, because they prefer to use mobile phones, which could affect our sample. Before our number could be found in a telephone directory, now we cannot guarantee effectiveness in our research if we only resort to this method.
There are also challenges to overcome when it comes to online surveys, because, for example, many households do not have internet service, or do not know how to use or take advantage of the benefits that new jamaica phone number technologies offer us, for example due to factors such as age, which could result in these people not being surveyed. I share with you some Tips to create effective online surveys
Something similar happens in online communities, where the participants are exclusively those who make up the community, and although they may be representatives of a population chosen, for example, at random, not all of us have the same opportunity to participate unless we are part of a community.
Combining methodologies in search of better results
Many researchers choose to mix different methods in order to also have better coverage and collect the largest amount of data for the development of the project.
Increase your survey response rate . One of the challenges to overcome, regardless of the type of survey, is getting people to respond. That is why some people like to combine methodologies in order to increase the response rate and also to act according to the profile of our respondents, for example, whether or not they have landline or internet service at home to be able to conduct online surveys.
Consider the length of your survey as well, so that participants don't drop out and complete it. Time is money, so if you plan to have a very long survey, you should make it more attractive and give them the option to finish it at their own pace. Survey length vs. Information quality , which do you prefer?
Online surveys are an excellent option when it comes to reducing costs, but if this is not the alternative due to the type of target audience you want to reach, then a combination of different methods may be the best way to go.