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'Period of Exciting Change' for MR
The Internet is leaving CATI far behind as the research industry｡ｦs main data collection method, but also contributing to a move towards ｡･richer and more rewarding interactions among clients, providers, and the public｡ｦ, according to the 2006 Research Industry Trends Report.
The report, sponsored and run by Rockhopper Research, Pioneer Marketing Research, DialTek, and The Greenbook Marketing Research Directory, is based on 600 responses from research professionals earlier in the year, resulting from a brief email sent to 12,000 randomly chosen individuals. Just under half the respondents are described as full service suppliers, while seventy respondents were ｡･research clients / purchasers in an enterprise｡ｦ ｡V see below for a full table. This is the fourth year the study has been run.
Today we look at changes in data collection methodologies and the growth potential for world regions; next week a second article will look at Do Not Call and anti-Spam effects, procedures for changing research suppliers, and general outlook for the industry.
Data Collection
The ever-growing use of new technology for data collection is discussed in detail. The Internet overtook CATI as the primary method of data collection in the 2005 survey, but this year it has pulled well ahead and is the most prevalent quantitative data collection method across all industry segments, used as the primary quantitative data collection modality by 36.8% of respondents ｡V CATI trails on 25.3%. More than half of those on the academic or client side now rely on the Internet as their primary data collection modality.
On the qualitative side, a majority (61.8%) of participants still consider traditional focus group interviewing to be their primary qualitative data collection method. Usage of other qualitative methods is significantly lower.
The report highlights the growth of ｡･hybrid modalities｡ｦ for both quantitative and qualitative applications ｡V where a combination of methods is used, for example telephone and Internet. ボハ12.0% consider hybrids to be their primary quantitative modality, and 14.3% their primary qualitative modality.
Cost remains near the bottom of the list of factors respondents evaluate when selecting a data collection supplier, and with the economy improving, participants are also less likely to feel that budget cuts are a major industry challenge.
ハTwo thirds of respondents indicate they will outsource some part of their quantitative data collection during 2006, with CATI and Internet data collection projects most likely to be outsourced. ボハJust over one half intend to outsource qualitative data collection - particularly traditional focus group assignments. Off-shoring is significant in quant data collection - nearly one-in-five participants will send some quantitative data collection work to off-shore suppliers during 2006 ｡V but in qual it is minimal.
The report highlights opt-in panels, in particular, as a primary means used to offset declining response rates as well as addressing cost and budget constraints. Generally, the authors ｡･perceive a common thread｡ｦ running through new developments: ｡･Online virtual focus group rooms, better/faster/cheaper survey approaches, hosted tabulation and analysis software, and panels, panels, panels: everything is about bringing the provider, the client, and the customer closer together and doing it faster and more effectively.｡ｦ
Growth Potential in International Markets
ハOverall, study participants have grown slightly more positive about the growth of their business in the international marketplace. They see the area with most growth potential as the Far East, followed (perhaps unexpectedly) by Western Europe and the Pacific Rim.
Fully 21.9% of respondents predict ｡･very high growth｡ｦ in the Far East - twice the percentage who predict it in second placed Western Europe. Compared with 2005, projections for growth during 2006 are somewhat higher for Central Asia, South America, and Central America; but lower for Central Europe. North Africa and the Middle East are still seen as having the least potential, in contrast to the views of some non-US-based research leaders such as YouGov｡ｦs Nadim Zahawi or Synovate｡ｦs Adrian Chedore.
The concluding part of this precis will appear next week. The full report is available from the Rockhopper web site: ftp://rockhopperresearch.com/pub/rit/2006%20Research%20Industry%20Trends%20Final%20Report.pdf .
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