Kelly Research: How Other Industries Get Online Surveys Right
January 29, 2010 at 7:10 AM (PT)
In Part Four of their study of research methodologies, KELLY MUSIC RESEARCH explores other industries using online surveys. From Airlines and Beer to Garments and Pharmaceuticals, other industries rely heavily on data from online surveys. The difference, KELLY finds, is in broader recruiting and paid incentives -- two elements Radio has not yet embraced.
Based on a 362-person nationwide random phone survey, only 9% of music station P1s are regular participants in online Radio surveys, while 46% do online surveys for other industries. Asked if they would do online Radio surveys for a paid premium, the number of callout respondents who say, "Yes" jumps to 72%.
KELLY’s study also reveals that very few radio station database members even pass the station’s basic screening criteria. Using several station databases as test cases where respondents were invited to participate in paid, independent online music surveys, only 3% agreed. After applying the station’s target screening criteria for age, gender and music preference, only 1% qualified for surveys.
According to CEO/Pres. TOM KELLY, "Online research has the potential to become a powerful tool for Radio with all its multi-media testing capabilities. Station database surveys are not enough. Radio needs to cast a wider net to attract a statistically reliable sample to succeed with a digital research platform."
During their research of the research, KELLY is inviting broadcasters to participate in the discussion by sharing experiences and points of view on the company’s blog at kellymusicresearch.blogspot.com. The fourth installment is posted now.