Since our Technology Web Poll was released, we’ve been asked many questions about the validity and accuracy of this type of research. Recently, Bruce Paul, VP International Research for AC Nielsen, wrote an article about online surveys that provides some answers.
Of course, the downsides are well known: inability to double-check the identity of survey takers, people who love to take polls, inability to explain questions, and difficulty in asking follow-ups.
But then there are the advantages: no interviewer bias (and we all know this is a big problem), lower cost, faster turnaround, more accuracy (due to respondents being able to read/re-read questions and they can take their time), and the use of pictures or sound. Paul also mentions that hard-to-target populations can be reached via web polls (doctors, lawyers), but in our world, that translates to the types of people that Arbitron struggles with – young listeners, “cell phone only” types, etc.
His conclusion? Online surveys have merit, but users should run parallel polls to check results. Good suggestions, all. Jacobs Media has been conducting Web polls on a large scale since ’99, and all indications are that this is a methodology and technique that is viable, and will continue to grow.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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