Recruitment to B2B Access Panels

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• Recruitment to B2B Access Panels
• Recruitment to Web Surveys
• Recruitment to Tele-focus /Online Groups
• Mixed Methodology CATI/WEB
• Distributed Interviewing
• Interviewers working from home

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Recruitment to B2B Access Panels
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• Efamro definition of an Access Panel member
• A natural person, on a voluntary basis,
• returns to the panel manager a minimum set of
  background data,
• completely filled in, and via a
  double-active-opt-in approach clearly
• indicates that he/she wishes to become a member
  of the access panel concerned,
• on the clear understanding that the panel is
  solely used for purposes of market research
• and participates in panel activities for at
  least once a year.
• ESOMAR definition of Internet Access Panel
• A sample data base of potential respondents
• who declare that they are willing to receive
  invitations to participate
• in future internet interviews if selected.
• Normally a minimum of demographic data are
  available for each respondent
• so effective sample selection can be checked by
  population parameters,
• and if more data on potential respondents are in
  the database,
• then targeted samples can be selected.
• Continuously reporting panels (e.g.
  TV-rating-panels)

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• Most access panels are consumer panels recruited
  online.
• The few business panels available are often
  recruited on the back of consumer panels.

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Potential problems Do respondents provide
incorrect info? Are respondents what they claim
to be? How do you validate panel?
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Interviewers driven recruitment to B2B Access
Panels Interviewers call/contact businesses and
recruit decision makers to join a B2B
panel.
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Is the quality of phone/f2f recruits better? How
do you ensure that recruits confirm their
membership? How do you validate recruited
respondents? Are IQCS standards applicable?
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Recruitment to Web Surveys
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• Invite respondents to a web survey using a panel
• Panel provider links respondents directly to web
  survey
• No hassle but how good is the panel? Potential
  problem with data?
• Use company panel
• Make sure you have respondents consent to send
  email communication!!
• Recruit respondents to participate in web
  surveys.

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Recruiting respondents to participate in an
online study is very different to a
straightforward interview conducted over the
phone. This involves an interviewer calling
potential respondents and securing their
commitment in completing a survey over the
internet. Once the respondent has agreed to
participate, in most cases, the interviewer will
ask a number of screening questions over the
telephone.
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Once they have passed these screening questions,
information needed to complete the study online
is sent out. The respondent receives
a link with unique login details and can conduct
the survey when convenient.
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Are IQCS standards applicable? How do you
measure performance and efficiency of this
approach?
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Recruitment to Tele-focus / Online Groups
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• Respondents are recruited
• to participate in a Telefocus/Online group.
• Respondents receive confirmation email
  containing
• The schedule
• Link to portal/ registration page
• Unique login details
• Further instructions
• The moderator receives a list of attendees
• and a login to a specific page tracking
  respondents answers

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Respondent access a web page containing stimuli
and related questions. The moderator guides them
through the web pages, discusses stimuli and
releases new questions when appropriate.
Towards the end of the interview respondents
self complete a set of questions. This approach
combines phone, web, qualitative and
quantitative interviewing.
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Example of Moderators screen
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Mixed Methodology CATI/WEB
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• Mixed methodology CATI/Web
• combines traditional CATI interviewing with web
  technology.
• This can include
• CATI recruitment to web including partial
  complete done on the phone.
• The interviewer guides the respondent through
  the screener and the first few questions.
• This requires that respondents and interviewers
  can access the survey at the same time.
• Respondents are recruited and screened on the
  phone
• and self complete the main web interview in
  their own time.
• Interviewers conducting web surveys face to face
  with the respondent.
• Online groups combining quant and qual
  methodologies.

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• Interviews which require
• respondents to access the web
• during the CATI interview.
• for more complex questions
• or even stimuli.

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• Distributed Interviewing
• Interviewing from home

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The Remote Call Center manages the interviewers
and quota/sample to achieve the completion rates
required.
Remote monitoring from RONIN Center plus
statistical and data checking
London Call Center and Host
Call center in Tokyo
The Internet
At home in Germany
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Distributed Interviewing
Questionnaire agreed with client
RONIN briefs interviewers or supervisor
RONIN monitors individual interviewers and
overall progress both physically and through
statistical means.
RONIN programs
Interviewers log into RONIN servers over the
Internet and conduct interviews
client checks and approves
RONIN cleans data, translates open ends, codes
and exports to data file (typically SPSS)
RONIN translates
Local call center uses call center management
software and reports accessed over the Internet
client approves translation
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• How applicable are IQCS standards?
• Potential pitfalls?
• How do you ensure interviewers quality?
• What is the difference to outsourcing?