Conducted most recently in 2006, the CMOR Research Profession Image Study (a trend study) includes the public’s views about their favorite modes of data collection, why they have refused to participate in research in the past, under what conditions they are most likely to participate in the future, as well as an exploration of problems facing the research profession (cell phones, sugging/frugging/push-polling, ‘the professional respondent,’ etc.), and much more. The 2006 study incorporated 3 separate samples (1 RDD, 2 Internet) for additional insight into respondent attitudes, beliefs, and behaviors. Here are 5 Recommendations from the Study:

VALUE OF RESEARCH: Emphasis should be placed on communicating the value of research to respondents, this can be a powerful motivator to respondent cooperation.

LENGTH: Short, dynamic surveys are much more likely to be perceived in a positive light by respondents.

PRIVACY: Privacy concerns are substantial throughout the public, it is therefore critical to communicate the confidential nature of research and your privacy policy to respondents.

MOTIVATION: Incentives are a large factor in panel research participation, but the knowledge that the respondent’s opinion makes a difference is a greater motivating factor for other types of samples.

MODALITY: Multimode surveys may be tailored to the respondent. Respondents who refuse one particular type of mode (e.g. telephone) may be more likely to participate in a mode (e.g. mail) that exhibits characteristics that are more attractive to them, personally.

For further information about the Study and to order a a copy of the report visit this link.

For more information about data quality and respondent cooperation, contact CMOR’s Director of Respondent Cooperation at pglaser@cmor.org.