Mapping the Web: Challenges of an Online Survey

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(No Transcript)
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Mapping the Web
Judith Budd User Research Manager Colin
Bradford Data Products Technology Manager
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Theme
Theres more to online research than data capture
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Agenda

• Who are Forrester Research
• What is the UK Internet User Monitor
• Research challenges
• Research design

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Who are Forrester Research

• Established in 1983 in Cambridge, US
• Publicly owned (NASDAQ FORR)
• Profitable 1999 revenues 87M
• 600 employees
• Founder and CEO George Colony
• Acquired Fletcher Research in November 1999

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Forrester Research in Europe

• Europes largest and most influential Internet
  research firm
• 150 employees focused on regional research and
  client support
• European Research Center, Amsterdam
• UK Research Centre, London

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Agenda

• Who are Forrester Research
• What is the UK Internet User Monitor
• Research challenges
• Research design

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What is the UK Internet User Monitor

• The biggest and most robust survey of Internet
  users in the UK
• Two waves per year
• Mapping the UK online population
• Benchmarking Web site user profiles

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Agenda

• Who are Forrester Research
• What is the UK Internet User Monitor
• Research challenges
• Research design

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Research Challenges

• What is representative data

• Entire population
• Corrected for non response
• Maximum completion rates

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Agenda

• Who are Forrester Research
• What is the UK Internet User Monitor
• Research challenges
• Research design

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Research Design

• Methodology and infrastructure
• Sampling
• Weighting
• Maximizing response

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Methodology
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Technology Infrastructure
The Internet
Internet User
Management System
Load Sharing
Secure Network
Participating Web Site
Internet User
Questionnaire Web Servers
Participating Web Site
Internet User
Data Processing
Participating Web Site
Internet User
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Pop-up methodology
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Research Design

• Methodology and infrastructure
• Sampling
• Weighting
• Maximizing response

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Sampling

• All users
• Randomly selected
• Sampled once

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Finding elusive online buyers
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Sample size

• 300 - 600 per site
• 150 sites
• 65,000 per wave

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The user base is sliced and diced into different
sets - all with huge n
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Research Design

• Methodology and infrastructure
• Sampling
• Weighting
• Maximizing response

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Weighting

• Quota sampling not possible
• Varying likelihood of being sampled
• Varying propensity to take part

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What about irregular users?
Millions
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Evolution of online behaviour
Time online
Act on the Net
Act on the net
Basic
Advanced
Web related
-- general --
-- personal --
transactions
transactions
activities

Register with
Weather info,
Financial
Surfing,
Shopping
web-site
Entertainment
transactions
email
sites
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Year first online by online buying
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Weighting algorithm assumptions

• Infrequent internet users up-weighted
• Online buyers down-weighted
• Users of high traffic sites up-weighted
• Offline research valid

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Research Design

• Methodology and infrastructure
• Sampling
• Weighting
• Maximizing response

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Maximising response

• Maximising starts
• Maximising completes

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Typical completion rates
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Maximising response

• Maximising starts
• Privacy and security
• Introduction
• Technical solution
• Maximising completes
• Questionnaire design
• Questionnaire software
• Technical solution

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Summary

• Theres more to online research than data capture

• The UK Internet User Monitor does more through
• Methodology and infrastructure
• Sampling
• Weighting
• Maximising response

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Thank you
Judith Budd jbudd_at_forrester.co.uk Colin
Bradford cbradford_at_forrester.co.uk www.forrester.c
o.uk