Abstract #301738

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JSM 2003 Abstract #301738
Activity Number: 467
Type: Contributed
Date/Time: Thursday, August 7, 2003 : 10:30 AM to 12:20 PM
Sponsor: Section on Survey Research Methods
Abstract - #301738
Title: "Just-in-Time" Surveys: A Case Study in Large-Scale Real-Time Web Sampling and Interviewing
Author(s): Beth Rothschild*+ and Adine Frank and Douglas Willson
Companies: National Analysts, Inc. and National Analysts, Inc. and National Analysts, Inc.
Address: 1835 Market St., Philadelphia, PA, 19103,
Keywords: internet ; survey ; sampling
Abstract:

Needs-based market research often requires an occasion-based approach. In some categories, because needs change across occasions, it is best to segment occasions (not people) on the basis of the occasion's "who, what, when, where, and why." Such is the case for beverages. In this context there could be thousands of occasion types--many different store types by many combinations of beverage product categories, with some categories and stores garnering significantly more share. Realistically, respondents cannot be expected to report for more than a few "recent" occasions. Researchers have been challenged with designing occasion-based surveys without the ability to make changes in real-time to account for the skewed distribution of occasions. Now they can use the flexibility of the web for adapting complicated respondent-level sampling procedures on-the-fly and linking to more accurate store location information that immeasurably improves data quality. This paper describes our experiences in real-time sampling/interviewing and focuses on one case study.

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